After New York City-based Extell Development Co. began offering free clubhouse breakfasts to residents at Orion—the firm's $305 million, 60-story, 551-unit apartment tower on West 42nd Street in Manhattan—30-something renters gushed to the New York Times that they may never leave the building. After all, every day residents could feast on hot buttered croissants, fresh fruits, and Starbucks coffee. Now, with Ariel East, Extell has taken the continental concept one step farther: Residents at the 64-unit luxury condo community will have the same free breakfast, only they will get it delivered piping hot to their front door.
“All of the residents were thrilled at Orion; here, we bring the food directly to their unit seven days a week,” says Nicole Trazzera, director of sales at Ariel's sales and design center. She suspects that the air of exclusivity in the condo market—as compared to the more socially interactive renter scene—has helped buoy the success of Ariel's breakfast-in-bed amenity. “Some people don't feel like socializing in the morning or running into their neighbors when they want to just grab coffee and a croissant on the way to work,” Trazzera adds.
The procedure is simple. Much like one would pre-order breakfast at a luxury hotel, residents fill out an order form the night before and leave it with the concierge, selecting from an assortment of croissants, muffins, bagels, fresh juices, Starbucks coffee, and specialty teas. Representatives of Penmark Realty, which manages the property, then assemble a daily catering delivery and drop off breakfasts as ordered between 7:00 am and 10:00 am on weekdays and from 8:00 am to 11:00 am on weekends.
The complimentary service has enjoyed broad support from residents. “We have residents who stop by and grab handfuls of menu cards,” Trazzera says. “Penmark has made it very convenient and easy. We're excited about it; our residents are excited about it.” Trazzera should know—she lives in the building, and, of course, has breakfast delivered directly to her door, every day of the week.