Grom Gelato: The New Drug
On Wednesday Serious Eater Lia posted about Grom, an Italian gelateria concern opening its first U.S. store on Saturday the 5th of May. What Lia didn't tell all of you is that Grom is a mere 50 yards from my house.
When I left my house at 10:30 on Saturday morning there was already a short line to get into Grom, which was opening at 11. When I returned five hours later, the line was longer—much longer, a full city block long in fact. I noticed a friend, Mindy, standing with her significant other midway through the line. I asked her how long she had been waiting in line: 45 minutes, she said. "The gelato is free," Mindy said. Ah, yes, combine a little New York Times hype and the promise of free, artisanally made ice cream, and you have the makings of a long line in Gotham.
