Bread & Butter on 34th Street: 24/7 Global Buffet in Midtown East
Located at 401 E 34th St, New York, NY 10016 (☎ 212-251-0444), Bread & Butter is a 24-hour casual eatery that feels like a cross between a diner, a deli, and an international buffet. Tucked into the Rivergate Apartments, the storefront blends in with Midtown East’s residential towers, but inside it opens into a brightly lit, sprawling food hall with hot stations, a bakery corner, and grab-and-go coolers. With 3.3 stars across 260+ Google reviews, it’s a true neighborhood utility spot: not fine dining, but reliable when you want choices—whether it’s 11 AM or 3 AM.
Menu & Services
Bread & Butter thrives on variety and accessibility. Highlights include:
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Hot Buffet Stations: Global mix of American comfort food, Italian pastas, Japanese teriyaki bowls, and more.
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Sandwiches & Wraps: Roast beef, California turkey, chicken Caesar wraps (starting around $8–$12).
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Burgers & Paninis: Chipotle burger, Tuscan panini, and combo platters.
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Salads & Bowls: Santa Fe salad, acai bowls ($12–$14).
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All-Day Breakfast: Spanish omelettes, egg wraps, pancakes, and bagels.
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Bakery & Coffee Bar: Pastries, breads, and espresso-based drinks.
Most meals fall between $10–$20, which is on par with Midtown cafeteria pricing. Online ordering is available via order.online, Seamless, Grubhub, and delivery platforms.
Review Summary
Positives:
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Huge selection of dishes from multiple cuisines.
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Open 24/7, making it a lifesaver for late-night workers and residents.
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Reliable coffee, bakery, and breakfast staples.
Critiques:
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Service quality varies—complaints about rude staff at the sandwich and hot food counters.
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Food consistency is hit-or-miss, with some items praised and others described as bland.
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Prices creep higher than expected for buffet-style fare.
Human Commentary
Bread & Butter represents a classic NYC paradox: it’s indispensable for its 24/7 hours and buffet-style variety, but reviews show the challenges of maintaining quality and service at scale. In Midtown East, where hospital workers, students, and commuters need flexible dining, the store’s real draw is convenience. The occasional brusque service fits into the archetype of the NYC deli experience—efficient, if not always warm.
Location & Accessibility
Bread & Butter sits in a residential-heavy section of Midtown East but benefits from proximity to key spots:
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NYU Langone Health – Hospital staff and visitors use it as a 24/7 dining option.
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East River Esplanade – Locals can grab picnic-ready foods for the waterfront.
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Kips Bay & Murray Hill Apartments – Neighborhood residents rely on it for quick meals.
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United Nations HQ – A short ride away, attracting international visitors and workers.
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Midtown Office Towers – Daytime brings in workers for buffet lunches.
The 24-hour operation syncs perfectly with the mix of hospital shifts, international travelers, and late-night locals in this area.
Genius Marketing Analysis
GI (Genius Insight): Bread & Butter’s real value is reliability through abundance. It’s the kind of place you don’t plan to visit, but you’re glad it exists at 2 AM.
MDA (Marketing Action): They should lean into the “always open” angle, while improving customer perception through loyalty programs and highlighting consistent favorites like breakfast items and coffee.
Genius Ideas (10)
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Night Shift Meal Deals – Discounts for healthcare workers and overnight staff after midnight.
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Breakfast Happy Hour (6–9 AM) – Bagel + coffee combos under $6 to capture commuters.
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Daily “Chef’s Picks” Specials – Rotating dishes spotlighted to help cut through buffet overwhelm.
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Student Discount Program – Target nearby NYU and medical students with loyalty cards.
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Family Takeout Packs – Affordable trays (pasta, salad, protein) for apartment residents.
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Midnight Acai Promo – Highlight acai bowls as a healthier late-night snack.
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Grab & Go Meal Kits – Pre-packed international meals for East River picnics.
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Online Order Express Lane – Separate pickup counter for digital orders to reduce wait times.
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Weekly Global Theme Nights – Italian Monday, Korean BBQ Thursday, etc., to market buffet variety.
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“Thank You” Loyalty Program – Points for repeat visits, redeemable for coffee or dessert.
Conclusion
Bread & Butter on 34th Street isn’t aiming for fine dining—it’s a practical solution to New York’s “anytime hunger.” By staying open 24 hours and offering a sprawling buffet of international foods, it positions itself as a safety net for Midtown East residents, workers, and night owls. While service consistency could be sharpened, its role in the community is undeniable: it’s a deli-buffet hybrid that never sleeps, just like the city it serves.
Q & A
Q: Is Bread & Butter really open 24/7?
A: Yes, it’s open 24 hours a day, every day.
Q: What’s the price range?
A: $10–$20 per meal, with breakfast deals sometimes under $10.
Q: Do they deliver?
A: Yes, via Seamless, Grubhub, and order.online.
Q: What’s most popular?
A: Bagel breakfast sandwiches, roast beef sandwiches, Tuscan panini, and acai bowls.
Q: Who goes here?
A: A mix of hospital staff, office workers, neighborhood residents, and night-shift workers.
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