We Spent 24 Hours at Veselka, Part 1. Not All Shifts Were Created Equal.
Why It Matters
The piece illustrates Veselka’s cultural resilience and the business case for extended weekend hours: varied demand across dayparts supports strong sales and broad appeal, but sustained all-day service poses operational and staffing challenges.
Summary
A team from Infatuation spent 24 consecutive hours relaying shifts at iconic East Village restaurant Veselka, rotating 12 two-hour shifts from 9 a.m. to 9 a.m. to sample the entire menu. Over the day they consumed 74 pierogi and ran a $2,092 tab, noting standout dishes like kilbasa, the breakfast burrito and a vegetarian Reuben while observing shifts in clientele from sleepy mornings to senior “grandma dinner” crowds. Staff began to notice the unusual printed menu and long-running order relay, and the group highlighted how different shifts produced distinct dining experiences. The experiment underscored both the menu’s breadth and the restaurant’s ability to serve diverse customers around the clock.
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