Krispy Rice

New York City's culinary landscape is vast and varied, offering an array of dining experiences from high-end Michelin-starred restaurants to convenient grab-and-go spots. In the realm of Japanese cuisine, particularly sushi, New Yorkers have discerning tastes and high expectations for freshness and quality. Krispy Rice, located at 398 10th Ave G, aims to provide a unique take on sushi, focusing on their signature "crispy rice" format alongside traditional rolls and other Japanese-inspired appetizers.

Krispy Rice operates largely as a delivery-focused concept, fitting into the modern New Yorker's lifestyle that often prioritizes convenience and at-home dining. While it aims to offer a fresh and flavorful experience, it's important for local users to understand its operational model and temper expectations accordingly. The brand is known for its distinctive packaging and a menu that features a variety of sushi rolls, hand rolls, and their namesake "Krispy Rice" dishes, which typically involve grilled sushi rice topped with various ingredients like spicy tuna or avocado.

For those in the Midtown West area, Krispy Rice presents itself as an accessible option for Japanese food. However, as with any high-volume, delivery-oriented service, consistency can be a factor. While some patrons have had positive experiences, others have expressed significant concerns regarding the quality, freshness, and craftsmanship of the food. It's a concept that seeks to blend the popularity of sushi with the efficiency of ghost kitchens, which means the dining experience is predominantly off-premise.

Krispy Rice is situated at 398 10th Ave G, New York, NY 10001, USA. This address places it in the vibrant and rapidly developing Midtown West area, specifically near the Manhattan West complex and Hudson Yards. For New Yorkers, this location offers various levels of accessibility, primarily geared towards delivery and takeout.

Being on 10th Avenue, this location is within reasonable proximity to major transportation hubs. Penn Station is a manageable walk away, providing access to Amtrak, LIRR, NJ Transit, and numerous subway lines (A, C, E, 1, 2, 3). The 7 train at Hudson Yards also offers direct access to the area. This makes Krispy Rice a potential option for those working or residing in the surrounding neighborhoods, or commuters passing through Penn Station who are looking for a quick pick-up.

However, it's crucial to note that Krispy Rice often operates as a "ghost kitchen" or a virtual brand, meaning there might not be a traditional dine-in restaurant space at this address. Instead, it functions primarily as a kitchen optimized for preparing orders for delivery services like Uber Eats and DoorDash. For New Yorkers, this translates to convenience for at-home or office delivery, but less so for a conventional walk-in dining experience. The accessibility is therefore largely digital, through popular food delivery apps.

• Krispy Rice A La Carte: Signature dishes featuring grilled sushi rice topped with various ingredients. Popular options include The Original Spicy Tuna Krispy Rice, Truffle Avocado Krispy Rice, Salmon & Yuzu Krispy Rice, and Spicy Hamachi & Wasabi Krispy Rice (typically served as 2 pieces).
• Hand Rolls A La Carte: A selection of hand rolls, often wrapped in soy paper. Options include The Original Baked Crab Handroll, The Original Spicy Tuna Handroll, Krispy Shrimp Handroll, Spicy Hamachi & Wasabi Handroll, Salmon & Yuzu Handroll, and Truffle & Avocado Handroll (typically served as 2 pieces).
• Cut Maki Rolls: Traditional-style sushi rolls, cut into pieces. Examples include Philly Roll, Spicy Yellowtail & Serrano Roll, Spicy Tuna & Avocado Roll, California Roll, Krispy Shrimp Roll, and Salmon & Yuzu Roll. Vegetarian options like Truffle Avocado Roll and Cucumber Roll are also available.
• Go-To Combos / Sets: Pre-selected boxes and platters designed for convenience, often combining various Krispy Rice pieces, hand rolls, and cut rolls. Examples include "Just Krispy," "Handroll Set," "The Box," "Krispy Heaven," and "Forever Krispy Rice."
• Krispy Apps (Appetizers): Smaller dishes to complement the main offerings, such as Edamame, Krispy Chicken Gyoza, and Krispy Fried Shrimp.
• Beverages: A limited selection of bottled drinks like Coke, ITOEN Green Tea, and S. Pellegrino.
• Online Ordering & Delivery: The primary service model, allowing customers to order via popular food delivery platforms like Uber Eats, DoorDash, and Grubhub. This emphasizes convenience for at-home or office consumption.

• Signature "Krispy Rice" Concept: The unique offering of grilled, crispy sushi rice as a base for various toppings (like spicy tuna or truffle avocado) aims to differentiate it from traditional sushi.
• Extensive Combo Options: A wide array of pre-arranged combo boxes and sets (e.g., "Just Krispy," "The Box") cater to those looking for a quick and comprehensive meal solution without having to select individual items.
• Focus on Popular Flavors: The menu heavily features well-known and broadly appealing sushi flavors like spicy tuna, salmon, and California roll variants, making it an accessible choice for a wide audience.
• Virtual Brand Model: As a ghost kitchen concept, Krispy Rice is designed for seamless integration with third-party delivery platforms, prioritizing convenience for online orders.

As a virtual brand primarily operating through delivery platforms, Krispy Rice's promotions are often tied to these services rather than in-store specials. New Yorkers looking for deals should monitor the following:

• Delivery Platform Promotions: Krispy Rice frequently participates in promotions offered by Uber Eats, DoorDash, and Grubhub. These can include:
  • Free Delivery: Often tied to a minimum order value or for subscribers of premium services (e.g., Uber One, DashPass, Grubhub+).
  • Percentage Discounts: Occasional site-wide or restaurant-specific percentage off promotions (e.g., "20% off your next order").
  • Buy One Get One (BOGO) Deals: Less common but can appear as limited-time offers on specific menu items.
  • New Customer Incentives: Discounts or free items for first-time orders through a particular delivery app.
• Combo Deals: The menu itself features various "Go-To Combos" and sets that offer a selection of items, potentially providing better value than ordering individual pieces à la carte. These are not promotions in the traditional sense but are designed as value-oriented offerings.

Since Krispy Rice is part of a larger culinary group (C3, which is also affiliated with TGI Fridays), they may occasionally leverage broader brand promotions. However, for immediate and specific offers, the best approach for New Yorkers is to check the Krispy Rice listings directly on their preferred food delivery apps. Prices and availability of these promotions can change frequently.

• Address: 398 10th Ave G, New York, NY 10001, USA
• Phone: (212) 960-8251
• Mobile Phone: +1 212-960-8251

For New Yorkers navigating the fast-paced urban environment, Krispy Rice at 398 10th Avenue G presents itself as a convenient option for quick, on-demand sushi, primarily through delivery. Its suitability for locals largely hinges on the need for speed and accessibility in the Midtown West area.

The core appeal lies in its ghost kitchen model and its presence on major delivery platforms. This means that busy New Yorkers, whether working late in the office, running errands, or simply preferring to dine at home, can easily access a variety of sushi rolls, hand rolls, and the brand's unique "crispy rice" creations with just a few taps on their phone. The location itself, while not a traditional dine-in spot, is strategically placed to serve a high-density area, making pickups efficient for those in the vicinity of Hudson Yards and Penn Station.

However, local users should approach Krispy Rice with specific expectations. While the concept aims to deliver a fresh and enjoyable experience, some customer reviews indicate inconsistencies in quality, freshness, and presentation. Remarks about "flavorless horseradish instead of wasabi," "soggy" fried rice instead of crispy, or rolls "falling apart" suggest that the experience can vary. The noted affiliation with TGI Fridays, as observed in packaging, also highlights its operation as a virtual brand from shared kitchen spaces, which might be a factor for those seeking a more traditional or artisanal sushi experience.

Ultimately, Krispy Rice is most suitable for New Yorkers who prioritize extreme convenience and are looking for a quick, casual sushi option available for delivery in their immediate area. It's designed for efficiency rather than a gourmet sit-down experience. For those moments when you need a fast Japanese fix delivered to your door in Midtown West, Krispy Rice offers a readily available solution, but setting appropriate expectations for a virtual brand is key to a satisfactory experience.

Krispy Rice

398 10th Ave G, New York, NY 10001, USA