Russian for Crepes

I hate to say “I told you so,” but I predicted last summer that the soft-serve frozen yogurt trend would be a passing fad. I am now predicting that crepes will be the next big thing.

Indeed, a frozen yogurt shop across the street from Grocery Headquarters’ office on Seventh Avenue in New York City appeared to be doing brisk business—until it shut down unexpectedly last fall with a notice taped to the door stating that it was “temporarily closed” for kitchen repairs. Its neighboring storefront, Radio Shack, closed, was stripped to the walls and replaced by an outpost of Gregory’s Coffee. Meanwhile the “temporarily closed” sign for the frozen yogurt shop remained. 

However, a couple of months ago, a sign went up in the window announcing Teremok and to “Discover Bliny.” A sign in the shop’s other window explained “The Teremok Menu in 3 Steps!”

“Bliny are Russian-born cousins of crepes…only better! The only question is, are you a sweet or savory BLINY?”

The sign also stated that Teremok will sell crafted daily Russian inspired soups as well as buckwheat kasha.

I did some research and found out that Teremok is actually Russia’s answer to McDonald’s—a fast-food chain specializing in the crepes filled with sweet and savory fillings that now operates 175 units throughout Russia. It is opening its U.S. flagship in that little shop at 358 Seventh Avenue this year and plans to open two other Manhattan locations.

According to an article on the website Eater, Teremok’s New York shops will basically have the same menu as their Russian counterparts, although they will feature some local additions, such as maple syrup. The soups in Russia consist of borscht (beet soup) and fish broth.

“We have never considered Teremok as an exclusive Russian business model,” founder and owner Mikhail Goncharov, told Eater. “We use the Japanese quality system, Russian flavors and emotions, and an American leadership management. We believe that such classic Russian meals like blini and buckwheat porridge modernized by our in-house chef, my mom, will be liked by American consumers.”

I have noticed creperies in several places, including the Mall of America and casino food courts. It is a food concept I think will also work well in supermarket service departments, as the crepes are easy to prepare on large special frying pans and can be stuffed with a variety of fresh fruits, or savory fillings made from overstock in the meat and seafood departments.

When Teremok opens I will definitely try it (especially if they offer coupons), but I question this location for a U.S. flagship.  It is a bit of a downtrodden area of Seventh Avenue, about four blocks below the back entrance of Macy’s and two blocks below Penn Station and Madison Square Garden. Personally, I would have selected a more marquis location in Times Square or perhaps Chelsea Market or one of the Russian sections of Brooklyn to make my U.S. debut.