Where is Brioche NYC?

Brioche NYC is at 44 West 37th Street, between Fifth and Sixth Avenues, New York, NY 10018. That puts it in the Garment District on the south edge of Midtown, two short blocks south of Bryant Park and about a five-minute walk from Herald Square and Times Square.

What are Brioche NYC's hours?

The cafe lists its hours as 8:00 to 17:00 every day, with the kitchen running from 8:00 to 14:30. After the kitchen closes you can still get coffee, lattes and pastries, but cooked plates such as the French toast and egg dishes are a morning and lunchtime order. Confirm on the day, since some listings show different closing times.

What is the French toast at Brioche NYC?

The classic French toast at Brioche NYC is a thick slice of house brioche, crisp at the edges and custardy in the centre, served with vanilla ice cream and caramelised banana. It was 14 USD in 2025 listings. There are seasonal versions with fruit such as mixed berries, and a larger plate called La Parisienne with bananas, blueberries, almonds and maple syrup at 22 USD.

Does Brioche NYC take reservations?

No. Brioche NYC is a walk-in cafe with no reservation system. Weekend late mornings are the busiest time and a short line can form, so arriving before 10:00 on Saturday and Sunday is the easiest way to get a table without waiting. Weekday mornings are usually quick.

How much does breakfast at Brioche NYC cost?

Budget around 20 to 30 USD per person before tip for a plate and a drink. The classic French toast is 14 USD, La Parisienne is 22 USD and the matcha and specialty lattes are priced above a regular coffee. Tax and tip are added on top, as everywhere in New York.

Does Brioche NYC have healthy or savoury options?

Yes. Beyond the sweet French toast, Brioche NYC serves egg plates, a zucchini toast with poached egg, avocado toast, quiches, sandwiches on brioche and salads. The savoury toasts and salads are the lighter choices if you are not there for dessert-style breakfast.

Is there outdoor seating or Wi-Fi at Brioche NYC?

There is no outdoor seating at Brioche NYC; all tables are inside a bright, high-ceilinged room. Reviewers in 2025 reported no customer Wi-Fi, so it works better for a quick breakfast or a paper book than for a long laptop session. There is a restroom at the back.

What is the nearest subway to Brioche NYC?

34th Street-Herald Square on the B, D, F, M, N, Q, R and W lines is about a five-minute walk. 42nd Street-Bryant Park on the B, D, F and M, and Fifth Avenue on the 7, are also within five to seven minutes. Penn Station and Grand Central are each roughly a ten to fifteen minute walk.

Brioche NYC Midtown: French toast, menu, hours and prices

Famous for French toast and plenty of healthier options. A great stop when you're on the go in Manhattan.

A small daytime cafe on West 37th Street, two blocks from Bryant Park, that bakes its own brioche and serves it as French toast, toasts and sandwiches alongside matcha and specialty lattes. Here is what is on the menu, what it costs, when the kitchen runs and how to get there.

What Brioche NYC is

Brioche NYC is a small daytime cafe at 44 West 37th Street, between Fifth and Sixth Avenues, in the Garment District at the southern edge of Midtown Manhattan. The name is the concept: the cafe bakes its own brioche and builds most of the menu on it, from the thick-cut French toast it is known for to toasts, sandwiches and pastries. It describes itself on Instagram as “coffee and brunch, bringing the best French toast to the big city”.

The room is larger and calmer than most Midtown coffee stops, with high ceilings, a minimalist fit-out, soft jazz and comfortable seating, which is why it shows up in lists of places to work or have a slow breakfast in an area dominated by grab-and-go chains. Reviews begin appearing in mid 2025, so it is a recent arrival rather than a long-standing neighbourhood fixture.

It sits two blocks south of Bryant Park and a few minutes on foot from Herald Square, Times Square and the Empire State Building, which makes it a practical breakfast before a Broadway matinee or a day of shopping on Fifth Avenue.

Who is behind it

The cafe does not publish an owner or chef story on its website or social channels, and I could not verify one from press. The site notes a connection to a hospitality group called The Three Chords, and reviewers describe the baking as done in house with the brioche as the base product. If you want the background, the staff at the counter are the best source.

Brioche NYC is counter and table service with an à la carte menu. The kitchen runs from 8:00 to 14:30, and the cafe stays open for drinks and pastries until 17:00. There is a paper menu and a PDF on the website.

French toast: the classic is a thick slice of brioche with vanilla ice cream and caramelised banana. Seasonal versions rotate, with mixed berry and fig toppings reported in 2025. La Parisienne is the larger plate with bananas, blueberries, almonds and maple syrup.
Savoury toasts: a zucchini toast on brioche with sun-dried tomato, arugula, bacon or ham and a poached egg in habanero aioli, plus avocado toast.
Eggs: scrambled egg plates with bacon, which reviewers single out for the quality of the eggs.
Bakery: croissants, pain au chocolat, a basil and tomato croissant, quiches and brioche loaves to take away.
Sandwiches and salads: brioche sandwiches and a short list of salads for lunch.
Drinks: espresso coffee and Americanos, matcha in several forms including a strawberry matcha latte with house strawberry purée and a yuzu matcha, a caffeine-free sweet corn latte with coconut milk and mascarpone cream, a pistachio latte, and iced peach tea in summer.

What I ate

I filmed here in July on a quick stop between things in Midtown, and the reel covers the French toast the cafe is famous for and the healthier savoury plates that make it work as a real breakfast rather than a dessert. If you only order one thing, the classic French toast is the reason people come.

What it costs

Prices below are from 2025 listings and delivery menus. New York adds sales tax and a tip is expected on table service.

Item	Price
Classic brioche French toast	14 USD
La Parisienne French toast plate	22 USD
Savoury toasts, egg plates and sandwiches	Priced in the same range as the French toast
Matcha and specialty lattes	Above the price of a regular coffee; check the board
Coffee, Americano	Standard Midtown cafe pricing

A plate and a specialty drink comes to about 20 to 30 USD per person before tip. Two people sharing a French toast, a savoury plate and two drinks should expect 50 to 65 USD. Prices move, so treat these as a guide and read the menu on the day.

Do you need a reservation

No. Brioche NYC does not take reservations and works on a walk-in basis. The room has more seats than a typical Midtown cafe, so weekday mornings are usually quick. Weekend late mornings, roughly 10:30 to 13:00, are the peak, and a line can form outside; arriving before 10:00 avoids it.

Phone: 646 843 1696.
Email: briochenyc@gmail.com.
Instagram: @briochenyc.
Delivery and pickup: listed on Uber Eats, DoorDash and Grubhub.
Events: the cafe advertises packages for private gatherings; enquire by email.

Getting there

Address: 44 West 37th Street, New York, NY 10018, between Fifth and Sixth Avenues.
Subway: 34th Street-Herald Square (B, D, F, M, N, Q, R, W) is about five minutes on foot. 42nd Street-Bryant Park (B, D, F, M) and Fifth Avenue (7) are five to seven minutes.
From Bryant Park: walk south on Sixth Avenue two blocks, then east on 37th Street, about four minutes.
From Times Square: about eight minutes south on Broadway or Sixth Avenue.
From Penn Station or Grand Central: ten to fifteen minutes on foot.
Parking: street parking is impractical in the Garment District; commercial garages sit on 36th and 38th Streets and along Sixth Avenue.

Before you go

The kitchen closes at 14:30. French toast, eggs and toasts are morning and lunchtime orders. After that it is coffee, lattes and pastries only.
Hours vary by listing. The cafe’s own site says 8:00 to 17:00 daily; some directories show later closing times. Trust the site or call.
No outdoor seating. Everything is indoors, which is a plus in winter and in a summer heatwave.
No Wi-Fi reported. Reviewers in 2025 noted there was no customer Wi-Fi. Fine for a quick laptop session on your own data, not a co-working spot.
Come hungry for the sweet plates. The French toast is served with ice cream and is closer to dessert than to a light breakfast. The savoury toasts and salads are the lighter alternative.
Cards accepted. Cards and phone payments are the norm, as across Manhattan.
Kids. Casual, with room for strollers on weekday mornings; tighter at weekend peak.
Pair it with a Midtown walk. Bryant Park, the New York Public Library and the Empire State Building are all within ten minutes. For a sit-down Australian-style brunch nearby, see my Banter review in Murray Hill.
Check the hours before you go. The hours on this page come from the venue’s public listings, which drift, so confirm on Google Maps or the venue’s own channels before a special trip.

Watch the visit

The reel above shows the French toast and the savoury plates from my July stop. For the rest of my New York picks, open my New York map or browse the New York recommendations.