Entrepreneur Plans Revival of Iconic Horn & Hardart Automat in NYC

By: Rob Otto

Walking down West 38th Street in New York’s Garment District, one can still see the faded sign of Horn & Hardart, a long-gone self-service restaurant chain that once fed generations of New Yorkers. While many may not recognize it, others feel a pang of nostalgia for the beloved Automat that provided affordable weekday lunches for working-class citizens.

David Arena, a 35-year-old entrepreneur from Philadelphia, sees this “ghost sign” as a symbol of the future. He is determined to bring the Automat back to life and hopes to open the first location within a year. “We’re going back to the nostalgic 1920s, 1930s charm, to beaux arts, art deco, to the machines themselves — and we’re not going to modernize the recipes,” Arena told The NY Post. He envisions a place filled with comfortable seating where people can enjoy pie and hot coffee at all hours, just like in the old days.

The NY Post dove deep into Arena’s fascinating business idea, this story is a summary of their outstanding reporting.

Arena plans to open the first location in Philadelphia, followed by New York. Horn & Hardart, originally founded in Philadelphia in 1888 by Joseph Horn and Frank Hardart, became famous for its Automats, where customers could serve themselves from windowed lockers filled with prepared dishes. The concept was a hit, and by 1912, the chain had become a staple in New York, serving dishes like stews, baked beans, and beef with Burgundy sauce.

The last Horn & Hardart closed in 1991, well before Arena’s time. Yet, his detachment from its history, he believes, makes him the ideal person to revive it. Having sold a media company to focus on this project, Arena says it’s not about nostalgia or even the food, which he admits he’s not particularly passionate about. Instead, he sees the Automat as a timeless business idea. “This company was synonymous with innovation in its category for 100 years,” Arena said. “The original ideas of quality, innovation, convenience, caring about your customers, caring about the details — that’s lost in a lot of today’s businesses.”

While Arena is interested in automation trends, he emphasizes that his version of the Automat won’t rely on robots. “This isn’t about robots making food — when you look at self-service, what we’re doing is removing lines and waiting,” he explained. Customers will use modern technology to open cubbyholes with a tap of their credit card, but there will be no touch-screen ordering or machines replacing cooks.

“My main mission is to bring Horn & Hardart and the brand back into the modern age and create the world’s best self-service restaurant experience,” Arena declared. He has already started building buzz by launching a line of Horn & Hardart coffees and declaring June 9 as Automat Day, marking the anniversary of the first Automat’s opening in 1902.

Arena has also connected with the community of people who cherish the Automat’s legacy, including Lisa Hurwitz, director of the 2021 documentary “The Automat.” Hurwitz’s film features celebrities like Carl Reiner and Mel Brooks and brings the history of Horn & Hardart to life. “You have to be crazy to do what David is doing,” Hurwitz told The Post, admitting that her own project seemed crazy at first too. She believes Arena understands and appreciates what the Automat represented — wholesome entrepreneurship and a welcoming, affordable space.