LIFESTYLE
Global > North America > United States > Manhattan
LIFESTYLE
Global > North America > United States > Manhattan
WEST VILLAGE, NY – In a bold move to maintain its signature dining experience, beloved neighborhood eatery Tue Thai has announced a temporary closure to install a state-of-the-art walk-in refrigerator as its dining room. The upgrade aims to ensure that customers continue to experience the same “invigorating chill” they’ve come to expect – even in the summer months.
“We’ve always prided ourselves on serving authentic Thai cuisine in an environment that makes you feel alive,” said owner Somchai Phuttikko. “Some places focus on ambiance with soft lighting and warm tones. We went a unique direction. Our customers have embraced the thrill of dining in near-freezing temperatures, and we want to honor that.”
“I always dreamed of eating Pad See Ew while my breath was visible,” said Chad Langley, 24, a leveraged finance analyst who just purchased an apartment around the corner. "Plus, all summer long I keep the opportunity to rock my Patagucci," he realized, using the sobriquet for his signature Patagonia vest emblazoned with the Goldman Sachs logo.
Patrons of Tue Thai are no strangers to bundling up for dinner. Throughout the winter, patrons could be seen enjoying their drunken noodles in full winter coats, gloves, and, in one extreme case, a ski mask. “There’s just something about slurping a bowl of extremely spicy soup while your face slowly goes numb,” said local diner Emily Rosenthal. “I honestly don’t know if the food would taste the same in a normal temperature.”
The restaurant’s decision to install a walk-in refrigerator for summer dining was inspired by customer feedback. “We surveyed our Yelp reviews, and the overwhelming response was that customers find the frostbite-adjacent atmosphere our unique signature in the crowded Thai restaurant space,” explained manager Preecha Thanaporn. “We listened.”
Architect's rendering of the new dining room.
Sources close to the restaurant say the new refrigeration system will keep indoor temperatures at a steady 38 degrees Fahrenheit, just crisp enough to require a down jacket, but not quite hypothermia-inducing during a typical length of visit.
The restaurant plans to reopen in early May, just in time for the first warm days of spring. In the meantime, Greenwich Village locals can look forward to another iconoclastic experience from Tue: a limited menu will be served out of an actual ice cream truck parked on Bleecker Street.
“We know this is a big change, but we think our customers will appreciate the brand consistency,” said Phuttikko. “I don't know how my ancestors endured this cuisine in that tropical environment.”
