Butcher’s Daughter slays Manhattan juice market with container kiosk

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With its reputation for sky-high rents, New York City is a tough place to set up shop. As mayoral candidate Jimmy McMillan famously put it: The rents are too damn high!

But New York entrepreneurs aren’t letting the city’s exorbitant rents get in the way of business success.

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The pop-up phenomenon has swept across the Big Apple in recent years, with short-term leases and recycled shipping containers expanding the possibilities for business.

The Bowery Market is the newest kid on the pop-up block. The open-air food market opened last year in Noho, in the heart of downtown Manhattan.

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The corner site had been all but abandoned since Downtown Auto & Tire shop closed in 2012.

But the new market has invited six up-and-coming restaurateurs to do business there, in temporary shipping container structures.

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New York cafe Butcher’s Daughter has led the city’s pop-up shop revolution – so it’s no surprise to find their container outpost at the Bowery Market.

Contrary to its name, Butcher’s Daughter does not serve meat. The popular container kiosk is a vegetable slaughterhouse, serving healthy juices and vegetarian fare.

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The website explains: “We treat fruits and vegetables as a butcher would meat: we chop, fillet and carve fresh produce into healthy vegetarian dishes and press them into pretty juices.”

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Founder Heather Tierney outfits her eateries as pretty, feminine interpretations of an old-world, masculine butcher shop, combining industrial elements (shipping containers, steel hooks, heavy iron butcher rails) with softer, earthy materials, such as white tiles, leafy plants and beached raw wood.

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As New York rents continue to climb, more compact pop-up stores like Butcher’s Daughter are likely to sprout up around the city.

Why grapple with the burden of brick and mortar overheads when you can pack your idea into a budget-friendly portable shipping container?