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Discover NYC – Your Guide to Indie Businesses

Discover the local, independent businesses that are the heart and soul of NYC in Shoot New York City’s guide to the best of indie New York!

Discover the real NYC in Shoot New York City’s Discover Guide

I love the independent businesses in New York, they are the heart and soul of the city! In this section you will find bookstores, cafés, restaurants, arts & crafts markets and more. This is an ongoing project to list the best of indie New York so visit often to discover the real New York City. Experience the hidden gems and places that New Yorkers frequent. For more information on many of NYC’s vibrant neighborhoods, have a read of my Neighborhood Guides. I am not compensated for writing these reviews and I'm only writing about the places that I like.

Sadly, far too many of these unique, independent businesses close every year. When I learn of one closing I will move it to the category Vanishing NYC. They may be gone but they’ll never be forgotten!


Eisenberg's Sandwich Shop, Flatiron District, Manhattan

Of all the delis in New York City, Eisenberg's Sandwich Shop is my favorite. The old counter and stools and the photos of famous people on the wall. It's an original. Did I mention that New Yorkers tend to have a sense of humor? They have a sign that states that they've been "raising the cholesterol of New Yorkers since 1929!" Not many restaurants in New York City have been in business for that long!

The pastrami on rye is really good and I like that it's half the size and half the price of a popular deli that will go unnamed here. Eisenberg's Sandwich is a real throwback to a different era. And New Yorkers actually eat here! It's right next to the Flatiron Building and Madison Square Park is a stone's throw away.

Eisenberg's Sandwich Shop, 174 Fifth Avenue

Eisenberg's Sandwich