The French-inspired bistro Pardon My French will soon call SoHo home after a decade in the East Village. The restaurant has signed a lease for a 1,000-square-foot space at 373 Broome Street, a property co-owned by Jeff Sutton’s Wharton Properties and Gorjian Real Estate Group.
The deal, brokered by Meridian Capital Group, sees the popular eatery take over a ground-floor retail space in one of Manhattan's most competitive commercial districts. While the length of the lease was not made public, the asking rent was $225 per square foot. The lease was finalized at the end of April.
Max Freudenberger and Noam Aziz of Meridian represented both the tenant and the landlord in the transaction. In a prepared statement, Freudenberger highlighted the deal's significance for the neighborhood.
SoHo Commercial corridor shows strength
The move by Pardon My French is a testament to the continued strength and allure of the SoHo and Nolita retail and dining scene. The reported asking rent of over $200 per square foot for a smaller restaurant space indicates a market where landlords can command premium prices, and operators are willing to pay them, confident in the area's ability to generate business. This reflects a broader trend of resilience and growth in prime Manhattan commercial corridors.
This deal is a strong signal of where the SoHo/Nolita market stands right now. Rents north of $200 per square foot for small-format food and beverage concepts reflect genuine operator confidence in this corridor. Pardon My French is a fantastic fit for the neighborhood, and we’re excited to see them bring their concept to Broome Street.
Securing a lease in a building owned by Jeff Sutton's Wharton Properties is notable. Sutton, a prominent figure in New York's retail real estate landscape, owns a vast portfolio of properties in high-traffic areas like Fifth Avenue, Times Square, and SoHo. His holdings are often leased to major international brands, making the inclusion of a local bistro like Pardon My French a significant move and a vote of confidence in its concept.
SoHo remains one of New York's premier destinations, a magnet for tourists and locals drawn to its unique blend of high-end boutiques, art galleries, and diverse dining options. For restaurants and retailers, the neighborhood offers unparalleled foot traffic and brand visibility, as detailed in The Ultimate SoHo Shopping Guide. The decision for an established restaurant to relocate here suggests a strategic effort to tap into a more global and diverse clientele.
A bittersweet 'au revoir' to the East Village
For 11 years, Pardon My French was a neighborhood staple at its 103 Avenue B location. The restaurant announced earlier this month on its Instagram account that it would be closing its doors there permanently on June 30. The departure marks the end of an era for the eatery and its loyal patrons in the East Village.
In a message posted on its website, the restaurant expressed its appreciation for the community it built. “We are deeply grateful for every meal shared, every conversation held, and every moment spent together,” the statement reads. The message struck a hopeful tone, framing the closure not as a final goodbye but as a transition. “This is the end of one chapter. But not the end of the story. A new project is already taking shape, and we look forward to welcoming you again soon.”
The transition from the historically bohemian and eclectic East Village to the chic, high-fashion streets of SoHo represents a significant evolution for the brand. While the East Village offers a distinct, localized neighborhood feel, SoHo provides access to a constant flow of international visitors and high-spending shoppers. This change in environment will likely influence the restaurant's ambiance and customer base, introducing its French-inspired cuisine to a new audience.
Operator confidence reflects broader economic optimism
The confidence shown by restaurant operators, as noted by Freudenberger, mirrors a wider optimism in New York City's economic future. As the city prepares for major international events, including the 2026 FIFA World Cup which will bring an unprecedented number of visitors, demand for quality dining and retail is expected to soar. This projected influx of tourism is a key factor driving investment in the hospitality sector, as highlighted by events like the Los Angeles diverse community events, despite some researchers pointing out the environmental impact of the tournament.
Pardon My French is not alone in betting on SoHo's appeal. The neighborhood has seen a steady influx of new and relocating culinary ventures, such as the recent opening of Palermo Argentinian Bistro's third location. This trend underscores a collective belief among restaurateurs that the investment in high-rent, high-visibility locations will yield substantial returns.
While an official opening date for the new Broome Street location has not yet been announced, the restaurant's departure from Avenue B on June 30 marks a clear and decisive step toward its next chapter. Patrons old and new will be watching for the grand opening, anticipating the bistro's reimagined presence in its new SoHo home.
