Over the past seventeen months, Sammy Nussdorf, 28, whose family has topped the Forbes Rich List list, repeatedly went viral on TikTok for confidently announcing that he was opening a gourmet grocery store in Tribeca called Meadow Lane.
The shop fittingly gets its name from the five-mile stretch of the Hamptons nicknamed ‘billionaire lane’, where 13 mega-rich CEOs, tycoons and celebrities own enormous luxury mansions.
Quickly gaining over 130,000 followers on TikTok with the cheeky username @brokebackcontessa, the Gen Z influencer became infamous for sharing frequent updates about the delays Meadow Lane’s opening was experiencing.
The New York University graduate proved to be a marketing genius, gaining a cult following after he announced the luxurious shop would sell cacio e pepe macaroni and cheese, kale chips, and fresh hearts of palm (which later proved to be too expensive to actually keep on the shelves).
Many concerned commenters and Reddit users wondered if the promised store would ever open, questioning if it was all a parody or social commentary.
Now, the Daily Mail can confirm that Meadow Lane very much exists offline, after it opened its doors to the press on Thursday for an exclusive preview of its pricey prepared foods and niche snack offerings.
Nussdorf told the Daily Mail that people are flocking from all over to experience the ‘it girl’ of New York grocery stores, even those who ‘live out of the country and out of state, are commenting their flight confirmations’ on TikTok to show their support.
The sleek, chic small space boasts a coffee bar starting at $6, prepared salads ranging from $15 to $28 a pop, a small produce section, and of course, caviar.
Over the past seventeen months, Sammy Nussdorf, 28, has gone viral on TikTok for repeatedly announcing that he was opening a gourmet grocery store in Tribeca called Meadow Lane
The sleek, chic small space boasts a coffee bar starting at $6, prepared salads for $15 to $28 a pop, a small produce section, and of course, caviar
The prepared food is what shoppers are most excited for, after seeing Nussdorf and a whole slew of influencers taste testing offerings
One small wicker basket full of goods could run you anywhere from $100 to $300, depending on what you purchase
One small wicker basket full of goods (yes, that’s what shoppers are given, as opposed to a tacky shopping cart that belongs at Wegmans with the plebians) could run you anywhere from $100 to $300, depending on what you purchase.
A small tin of matcha could set you back $100 alone. Other luxurious offerings include acorn-fed Iberico pork loin, Siberian sturgeon and heirloom tomato surface cleaner.
Of course, there is also Meadow Lane merchandise, including hats and sweatpants, which devoted TikTok fans will be happy to pick up.
The prepared food is what shoppers are most excited for, after seeing Nussdorf and a whole slew of his influencer acquaintances (including infamous con artist Anna Delvey and Real Housewives alum and chicken salad connoisseur Bethenny Frankel) taste-testing everything on TikTok.
Unfortunately, the prepared food, which includes already viral chicken nuggets, does not appear to be labeled with dietary restrictions like gluten free and vegetarian, which one would think is a must for the neighborhood and chi-chi clientele. They also lack the flavor of competitors like Erewhon in Los Angeles, where celebrities line up to sip on $22 smoothies.
Nussdorf was inspired to start the grocery store after the beloved upscale grocery store Dean & Deluca closed in 2019, which was known for its warm environment, extensive cheese selection, and signature pastries. While Dean & Deluca was cozy and looked like it belonged in a ’90s New York City rom-com, Meadow Lane is understated and polished.
The pared-down interiors are sure to be a hit with Tribeca moms and Gen Z and millennial shoppers who will frequent the store for their soba noodle salad needs. They can enjoy custom food-inspired artwork and planters stocked with fall foliage ideal for a mid-shop Instagram photoshoot.
While plenty of people flooded Nussdorf’s TikTok with excitement, he also received hate comments that opened his eyes to a ‘new side of humanity’ he ‘wasn’t aware of.’
Nussdorf was inspired to start the grocery store after the beloved upscale grocery store Dean & Deluca closed in 2019
Nussdorf told the Daily Mail online critics only boost his already high engagement, leading to even more interest in the newly-opened grocery store
The sleek, chic small space boasts a coffee bar starting at $6, prepared salads ranging from $15 to $28 a pop, a small produce section, and of course, caviar
There are entire Reddit threads devoted to questioning who will actually shop at the store now that it has opened, especially with the high prices. The opening comes at a contentious time, as a recent survey found that more than half of Americans have difficulty affording groceries.
At the end of the day, Nussdorf told the Daily Mail online critics only boost his already high engagement.
The fascination has led to a whole slew of people who are desperate to step inside Meadow Lane for the full experience, which of course includes snapping perfectly curated Instagram pictures and filming unboxing videos for TikTok.
After all, a certain subset of wealthy, wellness-obsessed Manhattanites who are hungry (quite literally) for the good old days of Dean & Deluca and long for their very own East Coast Erewhon have been served up Nussdorf’s content daily for months.
Even during the press day, there was a bouncer stationed outside the storefront as onlookers attempted to push inside for a sneak peek into Tribeca’s most anticipated gourmet grocer.
