NY Grill & Deli on 34th Street: A 24/7 Murray Hill Staple for Hungry New Yorkers
Store Overview
Tucked into the busy corridor of Murray Hill at 322 E 34th St, New York, NY 10016 (📞 212-689-7610), NY Grill & Deli is a round-the-clock spot that feels like a classic NYC “bodega-meets-deli” hybrid. Its storefront blends right into the rhythm of 34th Street—bright signage, neon drink coolers, and the smell of fresh coffee and grilled sandwiches wafting out to meet passing foot traffic. This deli attracts a mixed crowd: office workers grabbing a quick breakfast, NYU Langone staff on late shifts, Kips Bay residents, and plenty of tourists walking between Midtown East hotels.
The vibe is fast-paced but friendly—lots of choice crammed into a relatively small footprint, with hot food trays, a salad bar, and aisles of snacks. NY Grill & Deli is active online, with menus available through Seamless, Grubhub, Delivery.com, and their own website (nygrilldeli.com), making it as accessible digitally as it is on the street.
Menu & Services
The menu reads like a true New York deli playbook with some creative twists. Some highlights include:
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NY Grill Burger – A burger sandwiched inside grilled cheese with fried onions ($10.95).
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Hot Sandwich Specials – Choices on a toasted roll, hero, wrap, or panini.
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Smoothies & Fresh Juices – Made to order, appealing to the health-conscious Midtown crowd.
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Salad Bar & Organic Groceries – Quick, customizable options.
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Catering Platters – From a 6-foot hero ($230) to classic sandwich platters ($15.95 per person), making it office-meeting friendly.
Open 24 hours, NY Grill & Deli fills a key NYC niche: reliable food, anytime. Whether you want breakfast at 8 AM or a chicken parm hero at 2 AM, they’ve got it covered.
Review Summary
Customer Feedback (Balanced):
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Positive: Customers love the variety, friendly staff, and quick service. Many highlight the deli’s smoothies, sandwiches, and late-night availability. Reviews describe it as a lifesaver for hospital staff and night owls.
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Negative: Some reviews note tight space and occasional inconsistencies with food prep when it’s busy. Yelp’s 3.1/5 rating contrasts sharply with Grubhub’s 4.8/5, suggesting takeout/delivery runs smoother than the in-store experience.
Human Commentary:
That Yelp-to-Grubhub gap is very NYC—many delis get dinged in person for crowded setups or rushed counter service, but their real strength lies in delivery reliability. For a 24/7 spot, the ability to consistently handle orders through apps is often more important than a polished in-store experience.
Location & Accessibility
NY Grill & Deli sits in Kips Bay/Murray Hill, with the 6 train at 33rd St just a short walk away, plus bus lines (M15, M34 SBS) running right along 34th Street. Its location makes it accessible to commuters, hospital staff, and tourists alike.
Nearby landmarks feeding customer flow:
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NYU Langone Hospital (2 blocks east) – Doctors, nurses, and patients’ families need reliable 24/7 food.
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Empire State Building (10 min walk) – Tourists often spill east from Midtown after sightseeing.
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East River Esplanade – Joggers and dog-walkers heading to the water stop for smoothies and snacks.
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Kips Bay Movie Theater (AMC) – Late-night moviegoers grab food before or after screenings.
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Midtown Tunnel Entrance – Drivers and commuters funnel through the area, adding quick-stop traffic.
While not near Washington Square Park or the Comedy Cellar, this deli thrives from a hospital-driven, commuter-heavy, and residential clientele that values the 24/7 model.
Genius Marketing Analysis
GI (Genius Insight): The deli offers reliability as a service. For locals and night-shift workers, it’s not just about food—it’s about knowing there’s always a place open that won’t fail you at odd hours.
MDA (Marketing Action): NY Grill & Deli could strengthen its brand with loyalty programs targeting hospital staff, bundled meal deals for commuters, and a stronger online social presence showcasing their 24/7 uniqueness.
Genius Ideas (10)
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Night-Shift Meal Plans – Offer weekly prepaid meal packages for NYU hospital staff with delivery at shift changes.
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Commuter Coffee Club – Monthly subscription for unlimited morning coffee refills for workers along 34th Street.
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Midnight Heroes Special – Discounted heroes and fries after 11 PM, targeting students and night workers.
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Smoothie Happy Hour – 2-for-1 smoothies between 2–4 PM, appealing to afternoon office crowds.
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“Hospital Heroes” Discount Program – 10% off for medical staff, marketed directly at NYU Langone.
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Grab-n-Go Tourist Kits – Bottled water, snack, map insert, and a NYC souvenir cookie for hotel guests.
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Social Media Spotlight – Weekly Instagram posts featuring “Customer of the Night” (fun stories from late-night visits).
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Weekend Brunch Box – Bagels, fresh juice, and fruit packs marketed for nearby apartment residents.
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Delivery Partnerships with Law Firms – Pre-set catering trays designed for deposition days and office meetings.
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Late-Night TikTok Campaign – Showcase quirky late-night orders (like the NY Grill Burger) to capture social buzz.
Conclusion
NY Grill & Deli is more than a deli—it’s an anchor for its community. In Murray Hill and Kips Bay, where hospitals, commuters, and residents overlap, a 24/7 food hub is essential. Despite mixed Yelp ratings, its strong delivery reputation, wide menu, and unrelenting availability make it a quiet giant in the neighborhood. It embodies NYC resilience: fast, adaptable, and always awake when you need it most.
📌 Source: Google Maps Customer Review
Q & A
Q: What are the hours of NY Grill & Deli?
A: Open 24 hours, 7 days a week.
Q: What’s the price range?
A: Most items range from $10–20 per person.
Q: Do they offer delivery?
A: Yes, via Seamless, Grubhub, Delivery.com, and direct online ordering.
Q: What’s their most popular item?
A: The NY Grill Burger and custom smoothies are fan favorites.
Q: Is it accessible?
A: Yes, located on 34th St with bus and subway access. The deli itself is compact but has indoor seating.
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