by New York, NY — A luxury grocery store in Tribeca is drawing massive crowds, viral attention, and even death threats, all within days of opening its doors. Meadow Lane — a high-end market located on Greenwich Street — has become one of the most talked-about new businesses in Manhattan, thanks to its eye-popping prices, celebrity customers, and the backlash that followed its launch amid political and economic tensions in the city.
A Lavish Market That Immediately Went Viral
Meadow Lane opened last Friday and was instantly overwhelmed by foot traffic.
According to founder Sammy Nussdorf, the store’s shelves were so thoroughly emptied that operations had to pause to restock, reorganize, and implement limits on certain items. Popular products include $625 Siberian caviar, $74 matcha, $65 olive oil, and the viral $15 gluten-free chicken nuggets that have become an online sensation.
“We can’t keep up,” Nussdorf told Side Dish. “We outperformed all of our projections.”
But the attention hasn’t all been positive. Nussdorf, who posts as “Brokeback Contessa” online and comes from a prominent New York family previously featured on the Forbes richest list, says he has been targeted with disturbing messages.
“I have death threats. People are threatening to burn down the store and throw rocks through the windows,”
Nussdorf said. “They focus on any imperfection. It’s politically charged.”
He believes the timing unintentionally collided with citywide anxieties, including uncertainty surrounding SNAP benefits during the federal government shutdown. “I didn’t know that SNAP benefits would be revoked,” he said. “The hate is out of control.”
Prices Spark Online Outrage — But New Yorkers Keep Lining Up
Despite the criticism, Meadow Lane has had lines around the block. Some shoppers have waited more than an hour to get inside the upscale grocer, and videos of customers testing the food have flooded TikTok and Instagram.
The store’s director of operations says they are selling hundreds of pounds of chicken per day, far beyond early expectations. Prepared foods, especially items like the $20 Chinese chicken salad, routinely sell out early.
Shoppers are now limited to five prepared items per person, and the store is posting frequent updates on social media when inventory runs out to manage crowds.
Even celebrity shoppers have appeared. Barbara Corcoran of Shark Tank was spotted picking up several items, including the famous gluten-free nuggets.
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Sales So High, Meadow Lane Had to Temporarily Close
By Monday — just 72 hours after its launch — the shop was forced to close and reset as demand became impossible to manage. Hours have since been shortened, with doors currently opening at noon and closing around 4 p.m. when products run out.
“It was supposed to be 9 p.m.,” Nussdorf explained. “But we wanted people to get the full experience.”
The store’s distinctive aesthetics — designed by Sarah Carpenter — include unique carved spaces at the checkout counter where customers can place their baskets. Even the store’s checkered reusable tote bag, reminiscent of luxury branding, has become a must-have accessory.
Support From Locals — And Tourists Too
While some critics say Meadow Lane is a symbol of widening inequality, others argue it simply caters to an audience willing to pay premium prices.
“There is a market for this,” Nussdorf insists. “That doesn’t mean other people aren’t suffering.”
Many neighborhood residents have welcomed the new store, and Nussdorf says local loyalty — not social media fame — will ultimately determine Meadow Lane’s future. “The locals are the ones who keep local businesses afloat,” he said.
Tourists are also adding to the buzz. Kate Friedman, visiting from Chicago, said she lined up specifically because she follows Nussdorf on TikTok.
“I’m gluten-free and I want to try the chicken nuggets and the matcha,” she said.
What Comes Next for Meadow Lane
As new equipment arrives and demand stabilizes, Nussdorf says the store will eventually operate from 7 a.m. to 9 p.m., offering an even wider product selection. For now, the challenge is simply keeping up with the crowds — and navigating the intense spotlight.
Meadow Lane continues to trend across social platforms, with every viral complaint seemingly fueling longer lines outside.
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