It’s lunch time, New York, and you know what that means. Time to find your favorite sandwich spot and enjoy a nice break before getting back to work. Now, one of the city’s favorite lunch spots is about to get that much better.
The Wild Son Lunch Counter is a popular breakfast and lunch spot located at 130 First Avenue. Known as a bohemian East Village café on the edge of St Mark’s Street, The Wild Son has become especially well known for its Friday-Sunday brunches, which have become so popular as of late that it can be difficult to get a reservation if you don’t plan well-enough in advance.
The restaurant is owned by Endless Hospitality’s Robert Ceraso, who also owns the popular East Village cocktail bars Good Night Sonny, and The Wayland. Robert has been working in hospitality for over a decade and has brought to life some of the neighborhoods’ most inventive concepts. His expertise in neighborhood cocktail bars will serve him well as he begins to expand The Wild Son beyond its original concept.
In 2021, The Wild Son used to operate next-door at at 132 First Avenue and served delectable cocktails to guests as part of their core brunch program. Recently though, the Endless Hospitality team switched things up a bit by moving The Wild Son next door to 130 First Avenue and transforming the original location into their newest concept – Bar Lula. As the Bar Lula space was far bigger, The Wild Son pivoted to a lunch-only concept. Sadly, one of the results of changing their address was the loss of their liquor license.
Since moving in November, The Wild Son has been focusing on serving tea and coffee as well as their classic sandwiches. Now though, it appears that the restaurant is once again applying for a new beer and wine license, and will also be adjusting their operating hours to accommodate this change. Formerly open from Tuesday thru Sunday from 9:00 AM – 4:00 PM, the new change will see the restaurant operating seven days a week, from 9:00 AM – 8:00 PM, including Mondays (which is a much-needed relief for the many Garfields of the city). While they acquire the new license, The Wild Son remains open and is ready for business. If you’re curious about patronizing the restaurant, be sure to follow them on Instagram for all updates about potential brunch reservations.