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New York City

Jeremy Fall to Open Drugstore Cafe in West Village

The new cafe concept will debut on 172 West Fourth Street this November.

Updated on Oct. 16, 2026 in Openings & Closings

Gouache-painted illustration of a vintage-style cafe counter with tiled walls and a sleek espresso machine, evoking a neighborhood dining space.
Entrepreneur Jeremy Fall will debut a new permanent location for his Drugstore cafe concept in Manhattan's West Village this November. AI Illustration. Upload story photo >

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Jeremy Fall is set to open a permanent Drugstore cafe location in New York City's West Village on Saturday, November 14, 2026. This follows the cafe's origins as a 2025 summer pop-up in Amagansett.

Why it matters

The opening marks a transition for the brand as it establishes a permanent brick-and-mortar presence after operating pop-up locations at the Dumbo Time Out Market and in Amagansett.

The new shop at 172 West Fourth Street will operate Wednesday through Sunday from 8 a.m. to 4 p.m. The menu features smoothies priced at $20 alongside items like breakfast burritos and sipping broths.

The players

Jeremy Fall

He is the founder and entrepreneur behind the Drugstore cafe concept.

The details

Designed with an aesthetic inspired by 1980s athletic clubs, the space incorporates mosaic tiles, stainless steel, and a mirrored ceiling. The menu focuses on functional health items, including breakfast burritos and overnight oats.

Timeline

  1. Drugstore launched as a summer pop-up in Amagansett in July 2025.

  2. The West Village location is scheduled to open on November 14, 2026.

Market Landscape

This opening reflects a broader industry trend where brands leverage short-term pop-up success to build consumer loyalty before securing permanent urban storefronts. By moving from seasonal locales to the West Village, Drugstore is scaling its operations to compete in a dense Manhattan market.

Local residents and visitors can visit the new location starting in mid-November for functional health menu items. Customers should note the specific Wednesday through Sunday operating schedule when planning their visits.

The takeaway

The brand's evolution demonstrates how hospitality entrepreneurs are utilizing modular pop-up strategies to refine concepts before investing in permanent physical space. Patrons can expect a specialized menu centered on functional nutrition in a stylized, design-forward environment.

Further reading

For more on new businesses arriving in the city, visit the New York City Openings & Closings section.

Source note: This article includes information reported by Eater NY.

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Would you pay $20 for a premium smoothie at a new cafe in your area?