Inside Meadow Lane, NYC’s Most Anticipated Gourmet Grocer

New York City’s most talked-about grocery store isn’t even open yet. And still, Meadow Lane—a gourmet grocer and floral shop planted on a sunny corner in Tribeca—has managed to spark the kind of obsession usually reserved for restaurants or sneaker drops. There's no official opening date. What there is, however, is a steady stream of TikToks from its founder, Sammy Nussdorf.

Posting under the handle Brokeback Contessa, Sammy has turned his store’s slow-burn construction into a kind of serialized show: a trauma bond over underdressed New York salads, a running bit about permit purgatory, taste tests that border on obsessive. “People want to see how things are made, start to finish,” he told me. “And they also want vulnerability, authenticity, and humor.” It’s that mix—half transparency, half performance—that’s made Meadow Lane a cult favorite before a single sandwich has been sold.

When we met on a bright July morning, Sammy was sitting inside the very space that’s been teased online for nearly a year. The Italian tile really is set in stone. The coffee bar gleams, stocked and waiting. The snack aisle is already a shrine to high-low grocery culture, with Flamingo Estate olive oil sharing shelf space with Heinz ketchup in its iconic glass bottle. The only thing missing? Gas. “We’re waiting for the city to turn it on,” he said, a little wryly. Until then, the opening remains in limbo.

Part of the allure is, of course, Sammy himself. A native New Yorker with roots in both Manhattan and the Hamptons, he spent summers on Southampton’s Meadow Lane—the street that ultimately inspired the store’s name. For him, the choice to document the process came naturally: “I thought, why not share the full experience of opening a business in New York? I wanted to show what really goes into it—from hours of taste testing to navigating the maze of permits—and people really connected with it.”

The TikToks may be funny, but nothing about Meadow Lane is accidental. From the location to the packaging, it’s all by design. The Tribeca location—down the block from wellness-y neighbors like Happier Grocery. The curated shelves, where you’ll find one or two olive oils instead of ten. The floral program, ready to take custom orders. Even the homemade dog treats, made from bone broth scraps and dehydrated into bark. It’s the kind of grocery store where you’ll recognize the viral snacks you’ve seen on your FYP, but also discover something new—and where the playlist and the tile grout probably matter as much as the granola.

So while the store waits for the city to flip the switch, here’s a first look inside at their pantry section—and a conversation with the man who turned opening a grocery store into a miniseries. As Sammy put it with a shrug, “There is never enough dressing. We have this trauma bond over underdressed salads in New York.”

This interview has been edited for clarity and length.

How did the concept for your gourmet grocery store come about? Has food always been a big part of your life?

Food has always played a big part in my life. I grew up hanging out in the kitchen, always making things—so I’m a self-trained cook, per se. I was inspired by places in New York that went out of business, like Dean & DeLuca and I thought, “I'm going to do this one day, but I don't know when.” After living in LA and seeing the amazing grocery stores and markets there, I wanted to bring something similar to New York. There are places like Sweetgreen and Cava, but not many groceries with high-quality, grab-and-go prepared foods. I saw a gap in the market for that here.

What were some of the places that inspired you?

I was definitely inspired by Round Swamp and by the culture at Erewhon. It’s not just about picking up groceries—it’s an experience, almost like going to the opera. I wanted to create that kind of experience here, where people feel like they’re part of something special.

How did you decide on the mix of products—newer CPG brands and classic brands like Heinz?

I think it’s important to cater to different needs and preferences. I’m a “high-low” person, so I love seeing Heinz ketchup next to seed-oil free MASA tortilla chips. We don’t want to jeopardize taste for buzzwords. You’ll see classic brands next to trendy new products, but only if they’re good.

How did you decide to use TikTok for marketing, and has it worked as you expected?

I didn’t immediately think of TikTok—I wasn’t a big social media guy before this. When I started meeting with marketing agencies, I didn’t really trust what they were saying—it felt inauthentic and lacked soul. Then I went on TikTok and realized people love seeing behind-the-scenes content and authenticity. I decided to showcase what it’s like to open a business in New York, and people loved it. I get amazing ideas from the TikTok community, especially about food.

What are some of your favorite pieces of community feedback from TikTok?

The collard green wrap is a great example—we made it 50 times to try to perfect it, and when I posted about it on TikTok people suggested things like using an absorption pad or wrapping it in rice paper. We’ve implemented a lot of their ideas, especially for menu staples.

What has been the most challenging part of opening the store?

Dealing with city and bureaucratic agencies. Opening a restaurant in Manhattan is a huge challenge, especially with things like gas inspections. We’re done with the buildout, but we’re waiting for Con Ed to turn on the gas. There’s a lot of waiting and red tape.

Why did you choose Tribeca for your location?

I looked at several neighborhoods, but finding a space with the right infrastructure was tough. This space had a lot of challenges, but I liked the corner and the mix of people in Tribeca. It’s not just affluent residents—there are families, workers, and people from all backgrounds.

What are you most excited for when you finally open?

I’m excited to open the doors and let people enjoy the food. We’ve done some pre-launch catering events, and it’s been great to see people enjoying what we’ve created. There’s been so much anticipation, and I can’t wait for everyone to try it.