RedFarm Was Supposed to Be a Takeout Shop

Coming soon: pastrami egg rolls delivered to your doorstep.

"The original idea for RedFarm was to actually be a new paradigm for Chinese delivery and takeout in NYC. We would have a central commissary bringing food to 20 little takeout shops around the city. NYC spends 700 million dollars a year on takeout, you know. So I thought that if we could get even a small percent of that business, that would be fantastic ... I still have aspirations of RedFarm having a whole product line and being a brand. I can see it doing well in any city in the world." —Ed Schoenfeld dreams big. [Restaurant Girl]