Carrot Express Rebrands as Carrot, Opens Midtown Store
The health-focused fast-casual chain dropped 'Express' from its name as it opens its seventh New York City location.
Updated on Nov. 12, 2026 in Openings & Closings
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Carrot Express has dropped 'Express' from its name and is now operating as Carrot, a health-focused fast-casual chain. Its seventh New York City location opens November 17 at 1290 Avenue of the Americas in Midtown Manhattan.
Why it matters
The rebrand and new Midtown restaurant show the chain continuing to expand in New York City, where it entered in 2022. The company said the new name reflects its belief that wellness should feel natural and rooted in real food, not perfection.
The new Midtown restaurant measures 2,340 square feet with 58 seats and is the brand's second location in Midtown. The chain operates nearly 40 locations across South Florida and New York City, and the company has not said whether all existing sites will adopt the new name.
The players
Carrot
A health-focused fast-casual restaurant chain founded in 1993 in Miami Beach, now operating nearly 40 locations in South Florida and New York City.
Mario Laufer
Co-founder of Carrot, the health-focused fast-casual chain that began as Carrot Express in a Miami Beach gas station.
Mico Design Studio
A design firm that created Carrot's refreshed brand look and designed its new Midtown restaurant space.
The details
Carrot Express dropped 'Express' from its name, and its next restaurant launches under the new brand, Carrot. Mico Design Studio created the chain's refreshed look and designed the new restaurant space at 1290 Avenue of the Americas.
Timeline
1993: Brand founded as Carrot Express inside a Miami Beach gas station.
2022: Carrot entered the New York City market.
November 17, 2026: Seventh New York City location opens as Carrot.
Market Landscape
Carrot's seventh New York City location extends a push into the city that began in 2022, when the chain first entered the market. The rebrand from Carrot Express signals a move to position the brand more broadly within the crowded fast-casual health-food segment.
Customers in Midtown will have a new 58-seat option at 1290 Avenue of the Americas starting November 17. The source does not indicate whether menu prices or offerings will change under the new Carrot name.
The takeaway
A rebrand that drops a single word can signal a broader shift in how a company wants customers to see it, and Carrot's new name emphasizes wellness rooted in real food over perfection. Readers tracking New York City dining can watch how the new Midtown location performs as the chain's seventh city site.
Further reading
Explore more recent restaurant debuts and shutters in Openings & Closings across New York City.
Source note: This article includes information reported by Fast Casual.
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