How AmTrustRE Added a Restaurant-Grade Food Amenity to 360 Lexington
At Club 360, on the 8th floor of 360 Lexington Avenue, AmTrust RE added a fully managed smart fridge stocked with meals from Ivan Ramen, Musaafer and Le Botaniste. No kitchen staff. No ordering. No coordination from the property team.
A NEW AMENITY FLOOR STILL NEEDED A FOOD PROGRAM
360 Lexington Avenue is a 24-story office tower two minutes from Grand Central Terminal. AmTrust RE built out Club 360, a 7,000-square-foot amenity floor with a lounge, bar and 32-seat conference room, as part of repositioning the building for tenants.
Food was the piece still missing. A cafeteria means hiring staff, managing vendors and clearing health permits. Vending machines get used, but nobody tours a building because of one. AmTrust RE wanted a food amenity for Club 360 without turning its property team into a food service operator.
THE FELFEL SOLUTION:
A SMART FRIDGE STOCKED BY NYC'S OWN RESTAURANTS
FELFEL installed a smart fridge inside Club 360, stocked daily with grab-n-go lunches from local NYC chefs and restaurants, including Ivan Ramen, Musaafer and Le Botaniste.
Meals are prepared the same morning tenants eat them and delivered before dawn.
Smart technology tracks what sells and restocks the fridge throughout the day.
Kosher, vegan, vegetarian and gluten-free options sit alongside everything else, with nothing to pre-order.
Tenants unlock the fridge and pay in seconds. No sign-up sheets, no delivery windows.
For AmTrust RE, the program runs without the property team touching it: no staff to hire, no inventory to track, no vendor calls to make.
THE RESULT:
A PREMIUM AMENITY THAT RUNS ITSELF
Club 360 now gives tenants restaurant-quality lunch from three well known NYC kitchens, steps from their desks, without AmTrust RE operating any part of the food service behind it. It is one more reason a prospective tenant tours 360 Lexington Avenue, and one more reason they stay.
FINAL THOUGHTS:
LANDLORDS GET THE AMENITY, FELFEL RUNS THE PROGRAM
FELFEL's model is built for this handoff: the property team markets a premium amenity, FELFEL handles the sourcing, stocking and service behind it. AmTrust RE joins a growing list of landlords and companies using FELFEL to add food value to their buildings, including Tishman Speyer, Rudin, General Electric, Roche, Broadridge, COTY and Pandora, among the 1,000+ clients FELFEL serves worldwide and across the Tri-State Area and Greater Philadelphia.
Want a FELFEL fridge in your building? Email tasting@felfel.com or call 212-420-7000.
