# @joiceglobal on Instagram

- **Type:** Image
- **Original URL:** https://www.instagram.com/p/DcjL-vRDZCR
- **Gondola URL:** https://gondola.cc/posts/69818040-joiceglobal-instagram
- **Thumbnail:** https://img.gondola.cc/tr:w-,h-,fo-auto/postThumbnails/c2d1729215.jpg
- **Posted:** 2026-08-27T16:11:50.000+00:00
- **Account Owner:** Joice (@joiceglobal) — https://gondola.cc/joiceglobal

## Caption

“Lately I’ve wondered if there is a fate worse than closure: watching an establishment pander itself to the nostalgia-loving influencer crowd in the hope of going viral. Are these the only options available to our legacy institutions?” writes Charlotte Druckman. She had noticed that some of the landmarks from her own childhood had, in recent months, become more active on social media and in press outreach. “When the limited-edition Barney Greengrass dad caps dropped, I knew there was no going back,” she writes.

A generational turnover is playing out at Barney Greengrass. After a 2019 Instagram announcement that the restaurant had “joined the digital age,” the restaurant barely posted until earlier this year. Just like that, third-generation owner Gary was all over the feed, grinning beside Arnold Schwarzenegger or Martha Stewart, or posing with Andy Cohen. The store’s recent limited-edition Knicks shirts, along with two-toned dad caps and some limited-edition World Cup–themed jerseys, are the work of Gary’s 19-year-old son, Moe, an NYU student who sees an opportunity to build further brand recognition and “bring in a whole other clientele” that otherwise wouldn’t make a special trip to that residential block on the Upper West Side. “I want to be the Nobu of breakfast,” Moe says.

A similar shift is happening at the 50-plus-year-old Upper East Side café and prepared foods shop, E.A.T., at the behest of the founder and paterfamilias Eli Zabar’s twin sons. Same with the 120-year-old Raffetto’s Pasta, where Sarah Raffetto, the great-grandchild of the founder, was able to convince everyone to let her introduce sandwiches and a seasonal ice-cream cart and a monthly supper club.

At the link in our bio, Druckman reports on the young family members pulling their family-owned institutions into the 21st century.

Photo: jermcohen, Barney Greengrass
Via  nymag

#nyc #jewishstories

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