First look: Novo Marketplace, opens in Allston
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The front of Novo Marketplace. Photo: Steph Solis/Axios
Novo Marketplace opens Friday, bringing a gathering space with a dozen Asian food vendors to Allston.
Why it matters: Some U.S. food halls are struggling to turn a profit — the latest example being Time Out Market— but owner Winson Chen is betting on the demand for gathering spaces and Asian cuisine in the Allston-Brighton area.
State of play: The 20,000-square-foot food hall on Brighton Avenue can seat 200 people and up to 16 vendors with relatively affordable prices (think $-$$ in Google terms).
- The space has a stage and a projector above for live music and events.
- The food hall will have a few parking spots for customers in the back and street parking out front.
The latest: The food hall will open seven days a week, starting with limited hours on Friday (12-8pm).
- The food hall plans to extend its hours in the next few weeks to open 9am-10pm Sunday through Thursday and 9am-11pm Friday and Saturday, Chen said.
Zoom in: Novo drew international chains that have expanded into North America in recent years.
- Its vendors include China-based ZhengXin Chicken Steak, Cotti Cafe and Molly Tea.
- It also brought in Toronto's Fluffy Fluffy Dessert Cafe, which makes Japanese-style soufflé pancakes and other treats.
What we're watching: Novo plans to have a grand opening later this summer, and it's looking into obtaining a liquor license.
How it's coming together:
