Nooï Pasta to Go
When traveling in France this summer, I wondered why NYC had yet to have a “pasta in a box” establishment. In France these establishments seemed as common as pizza places in NYC. Sure enough, a week or two after my trip on my walk to Grand Central, I came across “Nooï to Go.”
The idea is simple. Pick your pasta, pick your sauce, pick your toppings, box it up and go (or eat in if you choose in their modern 1,700 square foot establishment).
I selected “Bolo” - Bolognaise with bow-tie pasta at the suggestion of Chris, the chief operating officer of Nooï North America, who was working the counter when I visited.
The things I fear about a concept like this were overcooked pasta and flavorless sauce. Both my fears were dispelled at first bite. I truly enjoyed a hearty, flavorful, filling portion of pasta and sauce. The pasta was al dente as advertised… I think it has to do with those fancy automated machines in the back that look like deep friers (for pasta).
Nooï’s offerings are simple $3.95 (26 oz) or 4.95 (32 oz) for pasta and two toppings without sauce.
“Simply delicious” recipes are $1 more and include:
- Tomato Fresca - Tomato, olive oil, basil
- Diablo – Spicy
- Fredo – Alfredo
- “Vodkaya”
“Rich and Tasty” are yet $1 more and include:
- “Bolo” Bolognaise
- Bracnara- Carbonara
- “4 Magic” – 4 Cheese
- Pesto
- Chick’n Champi – Chicken meat with mushrooms and cream
- Bollywood- Chicken curry
- Le Salmen – salmon, cream, leaks and dill
- Lovster – Cream, minced lobster, tomato and sherry
You can get multi grain for $1 extra.
Everything seems simple, yet I found the menu to be too hard to follow. The menu referenced all these “formulas” which would put pressure on me if I were on a crowded lunch line. Too many words, too far away…. it made something very simple seem complicated. This could be solved by a good graphic artist who knows how to do less with more. Even better, invest in some plasma screens that allow you to make ordering more visual.
Also, strangely, the in-store and take out menu made no reference to the types of pasta offered. Even the Wall Street Journal article announcing Nooï deemphasized the pasta…”Nooï’s Mr. Sanchez did say the restaurant will include different cuts of pasta and 12 to 15 types of sauces, ranging from Indian and Mexican sauces to more traditional ones.” I would like to see more about the pasta on the menu – is it made fresh daily ? It it dry? What about those automated pasta machines make it taste so good!? What about the machines cook the pasta perfectly every time?
These nits are minor and can be easily addressed. Most important is reasonably priced, tasty pasta and sauces.
All-in all, I would go back, especially if I was in the neighborhood around lunch time during the winter.
Rating:
Food – 7/10
Ambiance – 7/10
Service – 8/10
Category:
Food Type – Pasta
Style – Casual
Price – Reasonable
Address/ phone: 370 Lexington Avenue (Btwn 40th & 41st St)