Oren Opens ‘Groundbreaking’ 404

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Photo: NYT

Oh, and 5 Napkin’s southern expansion isn’t the only thing new with Simon Oren: The Times reports that he just opened 404, a bakery for his restaurants that will also serve breakfast and lunch to the relatively remote neighborhood it's in: “Simon’s being a groundbreaker here,” says the president of the 34th Street Partnership, “because 10th in the 30s has not been cool.” [NYT]