New York’s oldest and most beloved Ukranian restaurant is gearing up for a serious expansion.
Veselka is something of an institution in New York. If you’ve ever wandered around the East Village at any hour of any night, you’ve doubtless encountered the throngs of fans lining up to get their pierogi fix. Established in 1954 by founder Wlodymyr Darmochwarl, Veselka has been serving up the neighborhood’s best Ukrainian food for nearly 70 years. In 1965, businessman Tom Birchard was introduced to the restaurant and began dating Wlyodymyr’s daughter, Marta, eventually marrying her and taking over the restaurant operation in 1975 after Wlyodymyr’s sudden passing. While Tom and Marta eventually separated, their son Jason Birchard continues to operate the restaurant with his father to this day, as they have for the past 30 years.
With so much history behind one restaurant, it’s easy to see what all the hubbub has been about. Veselka has been featured in countless New York-set movies (such as Nick and Norah’s Infinite Playlist, Trainwreck, and Ocean’s 8), and for many has become emblematic of the East Village as a whole. Sadly, recent events have also made the restaurant emblematic of the Ukrainian struggle against Russian oppression. As Vladimir Putin continues his year-old invasion of the sovereign nation, Veselka has become a crucial gathering point for New York’s defiant Ukranian community. Since the start of the invasion, Veselka has raised over $300,000 for various Ukrainian humanitarian causes and continues to serve as a bastion of resistance against Russia’s brutal assault.
While the support of the community and their allies has been humbling to the owners, the success is becoming too much for the space to handle. After indefinitely suspending 24-hour service during the Covid-19 pandemic, Veselka’s owners have been seeking out a larger space in order to grow their operation and it appears that they have found that. While the full address has not been revealed yet, the New York Post reports that Birchard is currently in talks to open a 5,000 square foot location in Williamsburg by the end of 2023. For reference, Veselka’s original location is 4,500 square feet, and the new space will also feature a bigger commissary kitchen.
Once their Williamsburg expansion finally opens, Brichard intends to temporarily shut down their Second Avenue location for renovations – the first time the restaurant has been renovated in 30 years. Additionally, the team is also expecting to launch another outpost in Grand Central, which is expected to operate similarly to their Essex Crossing kiosk, which debuted in 2018. And perhaps most excitingly of all, Veselka will also soon resume their 24/7 dining program once the new expansions are operational. Birchard also hinted that the team may be eyeing an expansion into the West Village one day, but any news on that front would still be a long time away. In the meantime, you can visit the iconic restaurant on Second Avenue yourself to try out their famous cuisine, and you can also follow Veselka on Instagram for updates on all of their expansion plans. As a critical meeting ground for organizing aid for Ukraine, the restaurant needs all the support it can muster, and Veselka is looking to raise $500,000 for Ukraine by the end of this year.
