Filipino Street Food Finds a Home at Hoy in NYC

Introducing Hoy: A New Culinary Experience

Cyed Adraincem's passion for Filipino cuisine is about to transform New York's dining scene with the upcoming restaurant, Hoy. Set to open soon, this establishment aims to recreate the electrifying ambiance of Manila's night markets right in the heart of the city. Adraincem is dedicated to bringing Filipino street food, a staple of his heritage, to a broader audience who he believes often overlooks this vibrant culinary tradition.

The Concept Behind Hoy

Hoy will focus on delivering traditional Filipino street fare in a fast-casual setting. The menu features barbecue skewers, lumpia, and various sandwiches, all lovingly crafted using chef techniques honed over years. Adraincem believes the current New York dining trend favors more approachable, less pretentious options that allow guests to enjoy good food and drinks in a lively environment.

The design of the space draws inspiration from classic American diners, melding them with the energetic, open feel of night market stalls. This layout encourages interaction between staff and guests, fostering a vibrant atmosphere. Adraincem envisions Hoy as a dynamic gathering place where every element, from the counter service to the open kitchen, contributes to a communal experience.

Thoughtful Branding and Aesthetic

The restaurant's branding plays a crucial role in its identity. Adraincem collaborated with his cousin, artist Kristofferson San Pablo, to curate a design that encapsulates the lively spirit of Manila's markets. They aimed for a visually immersive experience without overwhelming the senses. The vibrant wall patterns reflect one of the oldest textile designs from the Philippines, linking the restaurant's aesthetic to its cultural roots.

To evoke the essence of a sari-sari store—a small neighborhood convenience shop—Hoy will feature shelves stocked with snacks and cookbooks, some inherited from Adraincem’s parents, grounding guests in nostalgia and tradition while showcasing the flavors and stories of Filipino cuisine.

Fun with Culture and Design

Part of Hoy’s charm lies in its playful approach to Filipino culture. Adraincem is intentionally avoiding clichés in branding, opting instead for elements like the barrel man figurine and carabao imagery. These choices not only reflect local culture but also create opportunities for cultural exchange and education with patrons.

The incorporation of pop-culture elements into the decor has also been a significant focus. Adraincem's collaboration with San Pablo allows them to adapt quickly to trends, ensuring Hoy remains relevant and engaging to guests. For instance, their Knicks-themed choking sign illustrates how the restaurant plans to blend sports with art, reflecting a fun atmosphere.

Merchandising with a Twist

Hoy is also launching an intriguing range of merchandise from the outset, a departure from the typical approach many restaurants take. Adraincem recalls witnessing firsthand the success of branded apparel in the bar scene and believes there's a considerable market for it within the restaurant industry. From barrel man-themed keychains to seasonal clothing items, the plan is for merchandise to be an expression of community and culture, often in collaboration with local artists.

This early merchandising effort is both a creative outlet and a means of generating additional revenue, blending artistic expression with entrepreneurial spirit.

Building a Community Space

The restaurant's interior design reflects a personal touch, showcasing a mix of decor elements from friends and family along with abundant greenery meant to create a tropical escape. Hoy plans to cultivate herbs and vegetables, fostering a connection to the Philippine landscape. Perhaps in nod to sustainable practices, Adraincem intends for the restaurant to serve food grown in its own gardens, enhancing the dining experience with freshness.

Path to Opening

However, the road to opening has not been without its challenges. Currently, they’re facing delays with gas service from New York's Department of Buildings. In the interim, Hoy is creatively engaging the community by hosting Arellano Pandesal, a bakery specializing in Filipino pastries, while they focus on beverages. This strategy not only minimizes downtime but also builds excitement around the new venue. Additionally, a community marketplace featuring local vendors is in the works, promising to keep the community engaged as they eagerly await the restaurant's grand opening.

As Hoy prepares to introduce its distinctive flavor and fun atmosphere to New York, it stands at the intersection of culture and cuisine, ready to delight diners seeking something genuinely unique.