Like a burrito shot into space, Danny Meyer blasted out a cryptic announcement about a new project today. Called Tacocina, he wrote only that it’s “coming soon to Williamsburg.” A rep for Union Square Hospitality Group was equally vague, writing that all they have to share is that it’s a “taco stand opening this summer in the new Domino Park in Williamsburg.” (USHG was recently the subject of a report about its alleged mishandling of abuse by employees.)
The new public park has been in redevelopment along with the Domino building, and is scheduled to open this summer. It’ll take up a quarter mile of waterfront space and have a Highline-esque Artifact Walk. Shake Shack comparisons are, well, inevitable, especially considering the location in the park. This is the third primed-for-expansion brand that Meyer has opened, following his burger chain and his quick-service pizzeria Martina. Could Meyer be looking to capitalize on perceived vulnerabilities at Chipotle? Or will Tacocina be a gourmet Taco Bell? Only time will tell.