Chef Andy Baraghani is preparing to open Ditto, his first restaurant, later this month in a former retail space near Union Square in Manhattan. The establishment is slated to begin service on September 30, marking Baraghani's return to the kitchen after years of focusing on food media and publishing.

Located on 16th Street in the space previously occupied by Agnès B., Ditto aims to fill a niche for accessible, well-designed dining in Lower Manhattan. Baraghani’s concept is an all-day eatery offering breakfast and lunch service initially, with dinner plans on hold. The menu promises dishes rich in vegetables, fresh herbs, and bright acidity, reflecting Baraghani’s culinary style and his Persian heritage. Early menu tests include a breakfast roll inspired by lahmajoun, a sandwich with garlicky feta and kuku sabzi—a herb-laden frittata blending Greek and Persian influences—and a spicy tahini chicken sandwich.

Baraghani, 36, who built his reputation through Bon Appétit’s Test Kitchen from 2015 to 2021 and as an award-winning cookbook author, said Ditto is born out of a desire to create a neighborhood spot that serves quality food at reasonable prices—ideally under $30—with a welcoming atmosphere. He specifically referenced the late City Bakery, an iconic Union Square institution, as the kind of place he missed: a venue frequented by a diverse group of patrons from various walks of life, offering good food without pretense or prohibitive cost.

Initially hesitant to open a restaurant, Baraghani was convinced to reconsider by Michael Silber, a former McKinsey & Company executive turned restaurateur, who approached him with the idea over several meetings. Silber, who retired from consulting in 2023 to focus on the food industry, is co-owning Ditto alongside Baraghani with operational responsibilities. Silber has previously invested in several notable New York City restaurants such as Raf’s, Penny, and Smithereens, and described Baraghani’s cookbook as deeply personal and reflective of his approach to hospitality.

The restaurant’s design has been crafted by Baraghani’s longtime friends, branding expert Michael Scanlon and interior designer Eric Wink. Ditto’s aesthetic features industrial elements combined with a clean, mineral blue color scheme, creating a modern yet approachable environment. The name “Ditto” reflects the founders’ ambition to provide a dining choice that locals uniformly endorse amid the overwhelming and often expensive culinary landscape of the city.

While Ditto is still completing its buildout, with final interior touches scheduled ahead of the launch, the team is focusing on refining the menu and service model to deliver a consistent, affordable dining experience that Baraghani believes is missing in the neighborhood. The project marks a notable shift for Baraghani, who previously concentrated on digital media and his multi-book publishing deal, signaling a new chapter in his career dedicated to the hands-on challenges of restaurant ownership in New York.