Guy’s American Kitchen, TV superchef guy ­Fieri’s hangar-size showplace — or burial ground — because that American regional and roadway cooking, officially shut down on brand-new Year’s eve after much less than 5¹/₂ years. The 500-seat jumbo’s epic flop is a story of time Square hubris — the belief that tourists who cheerfully support hustling Elmos and lousy chain eateries favor Bubba Gump Shrimp will certainly empty their wallets because that anything.

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It turned out that also in time Square, there to be a limit to what gullible tourists will put up with. Mental “Discovery brand-new York,” a rip-off display in the same structure as Guy’s that passed away two years ago?

Guy’s was the most ridiculed eatery in new York City history. And also with good reason. That made a laughingstock the Fieri, a “celebrity” chef with a network worth estimated by business publications as between $8.5 million and also $12 million — peanuts contrasted with David Chang’s estimated $50 million, but much more than 98.5 percent of every 320 million Americans.

The spiky-haired, loudmouth, one-man culinary machine runs restaurants in California and Las Vegas. The reigns as the “face” of the Food Network top top “Diners, Drive-Ins and Dives” and other shows. He has actually a restaurant deal with Carnival Cruise Lines, and also cranks out publications as prolifically as the sausages that Walmart sell under his name.

Guy’s American Kitchen’s owner cockily thought that Fieri’s mass-market fame would certainly fill the sprawling venue in ~ 220 W. 44th St., the former new York time building. Therefore what if food writers ridiculed his back-roads, “greasy spoon” obsession? customers mobbed various other mediocre-and-worse nearby places the didn’t have the star power of a TV chef.


Although related to by elitist doubters as a cooking vulgarian, Fieri knows how to cook. He’s properly attributed with celebrate a neglected brand the American taste.

But also visiting farmers from Nebraska saw that Guy’s American Kitchen to be fake. Fieri lent his name, marketing magic and baroque, “donkey sauce”-soaked recipes come Blue Stein Group, an outfit recognized for the Heartland Brewery chain, i m sorry sells basics prefer fish and chips and spaghetti and also meatballs in enhancement to craft beers. (Fieri revealed critical year that his “signature” cheat sauce is common aioli.)

The reported, healthy-sounding $16 million a year in revenue that Guy’s American Kitchen absorbed wasn’t enough. A real-estate source told The Post, “Fieri and also Blue Stein were partners, however Blue Stein do the final call to traction the plug. They’re used to making an excellent margins on beer at Heartland and also they clearly didn’t do the very same here.”


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“We’re launching a rocket,” Fieri said The article days before Guy’s American Kitchen opened up its doors in early September 2012. Yet the rocket go out up top top the launchpad. Mine Oct. 3 review likened creamy parmesan sauce to “engine lubricant;” cacao cake “malt balls” to be so impenetrably difficult that it took a hammer at residence to dent them.

A few weeks later, “CBS This Morning” organize Norah O’Donnell asked Fieri what he believed of my speak that i wouldn’t offer the restaurant’s food come a cat. “Well, then, they need to not like their cat very much,” Fieri replied.

Pete well Nov. 13 brand-new York Times review famously upped the ante with dozens the hilarious, facetious questions, e.g., why go a watermelon margarita “taste favor some combination of radiator fluid and also formaldehyde?”

The stink-bomb, zero-star evaluation ran the very same day the Times’ advertising department, nostalgic for their old digs, threw a dinner in ~ Guy’s because that 200 clients — “planned month ago,” the document explained. Hello, awkward moments! Fieri dismissed the movie critics by speak they had “another agenda.” The horrible reviews probably helped draw customers to check out if it might really it is in so bad.

Guy’s American Kitchen quickly became the target of jokes coast-to-coast. A parody internet site popped up in February 2013 complete of made-up, yet Fieri-sounding, dishes, such together Guy’s large Balls — “two four-ounce Rice-a-Roni-crusted mozzarella balls blasted v Cadillac cream sauce.”

Fieri to be still a god beyond the huge Apple. At the south Beach Wine and Food Festival in February 2013, that waltzed right into a party co-hosted by world-famous cook José Andrés through “10 bodyguards and all kinds of people you find in the street,” stated Andrés, who can have to be miffed the Fieri failed to acknowledge him.


Hedge-fund mogul Steven A. Cohen in October 2013 payment Fieri $100,000 to it is in his “friend because that a day” as part of a promotional event for “Diners, Drive-Ins and Dives.” It caused an really friendship — Fieri even featured Cohen’s favourite hot-dog place in Fairfield, Conn., ~ above the show. Supermodel Gigi Hadid was smitten, too. Once Fieri turn up at a sporting activities Illustrated-sponsored celebrity volleyball match in 2014, she said, “I almost couldn’t breath . . . Ns was simply trying to uncover his hair and thought, i really want him to check out me offer an ace.”

But in 2014, Fieri spilled the beans to a ras Vegas file that times Square to be “a licensing deal . . . I make the idea and give it to a team . . . Ns make the recipes” however he had actually no manage over exactly how they to be cooked.

They didn’t get better. As soon as I dropped into the half-empty home last year out of curiosity, medicinal-tasting “volcano” chicken seemed to erupt indigenous a poisoned cauldron inside the former newspaper tree ink vats. However Carmine’s just a couple of doors away to be packed. It can not it is in Marea, yet it’s a many truer come its Italian roots than Guy’s American Kitchen was to its an alleged Yankee Doodle inspiration.

The previous two Novembers, some 100 spike-haired, goatee-flaunting Fieri impersonators placed “FieriCon,” a boozy times Square pub keen modeled ~ above SantaCon. Entrants guzzled Colt .45 malt liquor and also spewed vape, but were “better behaved than the depraved, vomitous Santas,” The short article reported.

Now, the party’s over. A rep for the landlord, Kushner Companies, called The Post, “We pertained to an amicable, mutual commitment on suspension the the lease.” The real Deal magazine reported the old rent to be $1.8 million a year. The price for 16,000 square feet was usual five year ago, as soon as the space was own by a various company, however cheap for today’s time Square.

There’s an even much more bitter finishing for Fieri’s fans. All the restaurant’s $3 million contents — kitchen and bar widgets, chairs, tables and nostalgic fake posters like “Levi’s, America’s Finest all at once Since 1850”— to be to be auctioned off down to the critical toothpick.

But the auction has been canceled. For this reason Fieri fanatics i will not ~ even have the ability to pick up the crumbs.

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Let’s expect the following restaurant to come follow me learns the great of Guy’s — a sucker could be born every minute, however Times Square suckers no all as dumb together they seem.