NEW YORK—Need a nosh? The Mark Hotel has introduced The Mark Lunchbox by Jean-Georges, a chic F&B offering for guests-on-the-go by Michelin-Star Chef Jean-Georges Vongerichten.
“At The Mark, we are always thinking of innovative marketing initiatives that appease to our guests’ tastes and add some fun to the guest experience,” said Andrew Jeffries, director of sales & marketing, The Mark. “For September’s New York Fashion Week, we wanted to provide healthy to-go snacks as amenities for VIP guests. One of our team members suggested serving these in an antique lunchbox, and we shared this idea with Chef Jean-Georges, who absolutely loved it. The lunchboxes were widely popular and raved about, so we decided to make them a permanent offering.”
The idea of lunchboxes conjures up feelings of nostalgia, and The Mark found a way to surprise and delight guests with the distinctive packaging option.
“In this day and age, we are all too familiar with to-go packaging,” said Jeffries. “The plastic bags and containers are not representative of the takeaway menu items of a Michelin Star chef. We wanted to find a more luxurious yet cheeky way to offer a quick to-go menu, that can also act as a memento of the guest’s stay at The Mark. Many of our guests have said that they had not seen a lunchbox like this in years, and this nostalgic piece evokes a feeling of The Mark being a home away from home and a hotel that goes above and beyond to add a special touch to each and every one of our offerings.”
Although The Mark is a five-star, luxury property, the team aims to be approachable. The Mark’s lunchbox concept is designed to be on-the-go and affordable at $20.
“The Mark Restaurant by Jean-Georges offers comfort food with a twist, such as a lobster burger and a truffle pizza,” he said. “We wanted this lunchbox to be an extension of this, and pricing the lunchbox at $20 seemed reasonable for a takeaway meal.”
The brand’s ethos is infused into The Mark Lunchbox as well. “We like to go outside the comfort zone of a luxury hotel, and combine everyday classics with a luxurious twist,” he said. “For example, we have a Hotdog Stand by Chef Jean-Georges just outside the hotel and The Mark Pedicabs that take guests to and from Bergdorf Goodman. The lunchboxes share this same ethos, they are something we have all seen in our childhood, that we perhaps have not seen in a while, and are filled with tasty ingredients to make for a wonderful breakfast or lunch.”
There are two menu options, one for breakfast, which is sold from 7 a.m. to 11 a.m., and one for lunch, which is sold from noon to 3 p.m. The breakfast box includes a croissant, a yogurt parfait, a boiled egg and a sparkling water. The lunchbox includes a smoked salmon wrap with dill cream cheese, grapes and sparkling water.
“We wanted both selections to be delicious, filling, but also easy to eat on the go,” he said. “The smoked salmon wrap is also not served on our lunch menu, so it’s a great option for people who want to try something different, and we can assure you that it is delightful.”