NEW YORK (1010 WINS) – Veselka, a renowned East Village diner, which has been dishing out Ukrainian comfort food for close to seventy years, is planning on opening two other locations in Williamsburg and Grand Central Station.
This planned expansion comes after an outpouring of support for the diner as the brutal war sparked by Russia against Ukraine enters its second year.
The landmark has been an unofficial meeting ground for organizing aid, such as food, medical supplies, and cash, to the war-torn nation and offering asylum to refugees. During the first year of the war, Veselka donated 100% of sales of its famous borscht to Ukraine, raising $300,000.
The restaurant has sponsored work visas for Ukrainian refugees who fled to New York, many of whom arrived at Veselka to work alongside their relatives, Jason Birchard, Veselka’s owner, told the New York Post. It has also collaborated with the Ukrainian non-profit Razom for Ukraine, a human rights organization, and other groups.
According to Birchard, Veselka is partnering with Michael Dorf’s City Winery to donate sales of a $10 cabernet via Chef José Andrés’ World Central Kitchen as part of a new fundraising drive. The wine will be on tap from a barrel painted the blue-and-yellow colors of the Ukrainian flag.
“I want to raise $500,000 for Ukraine this year,” Birchard said.
By the end of the year, Birchard hopes to construct a 5,000 square-foot location in Williamsburg with a larger commissary kitchen.
“We needed a space that could be a hybrid kitchen and restaurant to deal with the pent-up demand of the last 12 months, which has shown that people love Veselka, and we are incredibly appreciative and want to meet the demand that is there,” said Justin Birchard, Jason’s cousin and Veselka’s director of development.
Once the new Williamsburg location opens, the East Village location will close for some much needed renovations, including expanding the kitchen. The diner has not been renovated in 30 years, but Birchard asserts that they are not closing.
“We’re staying as long as the landlord will have us,” Birchard added.
The Grand Central annex, which is also expected to open later this year, would be similar to Veselka’s Lower East Side kiosk at Essex Crossing, which opened in 2018.
The restaurant also hopes to reestablish 24/7 dining, something that was discontinued during the pandemic.
Veselka has recently earned a nomination for the James Beard Award’s outstanding restaurant thanks to its traditional menu that includes dishes like borscht, pierogies, and stuffed cabbage.
Yet most of the good will has been produced by the business of comforting the Ukrainian community.
“As one of the oldest Ukrainian businesses in New York, we are blessed to have so much support, and to be able to support Ukraine as well,” Birchard said. “I’m just hoping for the best, and know in my heart that I will continue to do what I can to help Ukrainians, my fellow brothers and sisters.”
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