Raspberry coulis joins pistachio sauce as a must-order topping.
Photograph: Tammie Teclemariam
It’s proof of frozen yogurt’s full New York takeover that individuals are nonetheless keen to face outdoors for it on a 50 diploma evening in October. And on eighth Avenue in Greenwich Village, there are actually two competing traces. The primary belonged to Tradition, a neighborhood standby, which has not too long ago been joined by an outsider from uptown: Madison Fare.
Madison Fare has already earned its popularity because the premiere dwelling for fro-yo on the Higher East Aspect, the place it equally operates close to a direct competitor. In comparison with Butterfield Market throughout the road — which fulfills the style for a creamy, attention-grabbing swirl with traditional ice-cream-shop add-ons like cookie crumbs and sprinkles — Madison Fare’s product is extra area of interest, and dearer: $9 for a six- ounce cup of perceptibly probiotic small-batch Greek yogurt sweetened simply sufficient to be a base for the crunchy Dubai-inspired pistachio-knafeh topping that first made the nook connoisseur retailer a viral success in the summertime of 2024 and has been engaging anybody keen to attend in line ever since.
Madison Fare’s proprietor, Amin Kinana, initially stuffed his first store with desserts, candies, and different confections, by no means desiring to be overrun with yogurt traces. However after his fro-yo took off, he pared away his different choices, acquired one other yogurt machine, and staffed as much as deal with the crowds. The brand new downtown store, by means of comparability, is the yogurt store he would have opened from the beginning: toppings-focused, with a Plexiglass wall separating the road of drooling clients from the banquet of sauces, preserves, nut butters, crumbles, candied nuts, berries, and a mountain of honeycomb. On the finish of this procession is Kinana, two massive machines chilling and churning behind him.
The opposite evening, a trio of self-described neighborhood froyo aficionadas analyzing their cups on the sidewalk mentioned they had been unfamiliar with the unique retailer. “The pistachio stuff feels fancy,” one provided. “I just like the cinnamon pecans,” mentioned the girl to her left, “the toppings really feel extra connoisseur.” A 3rd member of the group famous a scarcity of fresh-fruit toppings, however deemed the yogurt “nice” general: “I’m simply completely happy for one more fro-yo within the space.”
Contained in the store, Kinana (who like most formally educated pastry cooks, favors an orderly station) was beginning to look frazzled as he managed the brand new outpost alone. The push was on and by 8:30 pm. — half an hour earlier than closing — he began to fret there wouldn’t be sufficient yogurt accessible for everybody in line. He was already struggling to maintain up since every of his two machines can solely serve 4 ounces per minute. (A 3rd unit is already on order) He fastidiously utilized clients’ requested lashes of mango or raspberry coulis alongside avalanches of crunchy pistachio sauce, matcha crumble, cardamon walnuts, and yuzu granola.
One other buyer opted for a big cup with additional honeycomb after a fast dialogue with Kinana, who had been up since 6 a.m. and was making an attempt his greatest to verify he closed his store on time. He requested if I may inform the final particular person in line that they’d be the ultimate buyer he served. I did, however that didn’t forestall extra folks from lining up anyway.
“How can it’s? It’s solely 9,” a middle-aged lady informed me with a glance of disbelief as she queued up. “Possibly he’ll have some,” she mentioned hopefully, ignoring what I’d simply informed her. Kinana, ever hospitable, allowed her to be the ultimate buyer, however “I’ve to be quick,” he mentioned. “What would you like?” “No matter you might have!” she responded, not eager to miss her probability to strive the town’s most well-known yogurt. Kinana gave her a medium cup with baklava, pistachio sauce, and candied nuts.
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In case you want to learn in print, it’s also possible to discover this text within the October 20, 2025, subject of
New York Journal.
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In case you want to learn in print, it’s also possible to discover this text within the October 20, 2025, subject of
New York Journal.
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