The comfort-food joint gets a corner table at West 35th Street and 10th Avenue, hoping to cash in on the development of Hudson Yards.


A popular comfort food restaurant with a space in Chelsea Market is expanding to Hell’s Kitchen with a 10-year lease deal at 450 10th Ave., on the corner of West 35th Street—just blocks from the future Hudson Yards development.
Friedman’s Lunch signed on for 1,200 square feet on the ground floor and 500 square feet in the basement of the five-story brick building, where the asking rent was $80 per square foot.

The restaurant already has locations in Chelsea Market and on West 31st Street.

At its newest spot, Friedman’s beat out about 20 other establishments that made offers on the space, which shows how far the area has come since the location was last leased out about nine years ago.

“It’s kind of counterintuitive. Why would [the landlord] have so many offers in a dead area?” asked Aaron Gavios of Square Foot Realty, who represented Friedman’s.

The answer, Mr. Gavios noted, is Hudson Yards. The impending development project by The Related Cos. will bring 17 million square feet of office and residential space to the neighborhood. Even though the project has only recently kicked off, it has already spawned its own Business Improvement District and buzz that is starting to transform the area.

“Hype can create a real market,” Mr. Gavios said.

Many Hudson Yards buildings will not be completed for years, but Mr. Aaron contends that Friedman’s is a destination restaurant, and will be able to draw hungry customers to its new location in the interim.

The landlord, nonprofit Clinton Housing Development Co., was represented by Howard Aaron and Justin Lerner, also of Square Foot Realty.