After nine remarkable years in New York City’s East Village, Jeepney, the pioneering Filipino gastropub, is preparing to close its current location at 201 First Avenue on September 25. Restaurateur Nicole Ponseca, the driving force behind Jeepney, is not bidding farewell to her beloved creation but rather paving the way for an ambitious expansion of the Jeepney brand.
Ponseca envisions a future where Jeepney evolves from a single independent operation into a nationally recognized culinary venture. “I want to graduate from being an independent operator into something more formidable with more support,” Ponseca stated, emphasizing that this closure is far from the end for Jeepney. Her aim is to partner with a restaurant group to introduce a more accessible, fast-casual iteration of Jeepney to multiple cities, potentially including a new location in New York. This expansion strategy mirrors her recent successful launch of a Jeepney outpost in Miami’s Wynwood neighborhood earlier this year.
The concept for this expanded Jeepney is described by Ponseca as a “hybrid of something that is fast-casual and something that is fine-casual,” aptly named “fast-fancy.” This new direction aims to bring the unique flavors of Filipino cuisine, which Jeepney has championed, to a wider audience in a more approachable format.
Since its inception in 2012, Jeepney has been instrumental in popularizing modern Filipino cooking in New York City, following in the footsteps of Ponseca’s first venture, Maharlika, which closed in 2019 after a successful nine-year run. Both restaurants have been celebrated as pioneers in introducing and elevating Southeast Asian cuisine within the competitive New York culinary scene. At their peak, Maharlika and Jeepney were consistently recognized among the best Filipino dining experiences the city had to offer.
However, spearheading a relatively unfamiliar regional cuisine demands immense dedication and perseverance. For Ponseca, the demanding journey of an independent restaurant owner has taken its toll. “One of the reasons I’m closing is that I want a better life for myself,” she confessed. Her vision for the future of Jeepney includes a robust support system, moving away from the pressures of solo operation.
Interestingly, this closure in New York occurs less than a year after Ponseca expanded the Jeepney brand, opening a second location alongside a new Filipino barbecue concept, Tita Baby’s, in Miami’s 1-800-Lucky food hall on January 2. This Miami opening marked a decade since Ponseca first introduced Maharlika as a pop-up in the East Village, highlighting her enduring commitment to Filipino food culture.
New Yorkers have a limited time remaining to experience the original Jeepney. The restaurant will be open for dinner service from 5 to 11 p.m. on Fridays and Saturdays in its final weeks, allowing patrons to enjoy a last meal and for the staff to bid farewell. Ponseca’s decision to remain open until late September demonstrates her consideration for both loyal customers and her dedicated team.
