Spice Brothers Brings Bold Middle Eastern Flavors to NYC with a Spice-Forward Twist
Discover how Spice Brothers in NYC is redefining Middle Eastern street food with bold spice blends, standout dishes like chicken shawarma and crispy falafel, and a fresh take on traditional flavors. Founder Lior shares his journey, menu inspirations, and what makes this East Village gem a must-visit.
New York City is no stranger to great food, but Spice Brothers is redefining Middle Eastern street eats with a bold, flavor-packed approach. Nestled in the heart of the East Village at 110 St Marks Pl, this fast-casual gem delivers classic shawarma, falafel, and cauliflower dishes—each infused with the deep, aromatic spice blends that set them apart. At the helm is Lior, a seasoned chef with roots in Israel, extensive culinary training in France, and a deep passion for the power of spices.
A Culinary Journey from Israel to NYC
Lior’s love for food started young, growing up in a kibbutz in Israel where fresh produce and farm-to-table cooking were part of daily life. His passion led him to cooking professionally after his military service, eventually training at a culinary school in Lyon, France before embarking on a career that would bring him to New York.
“The menu at Spice Brothers is really about paying tribute to the street food I grew up eating,” Lior explains. “We didn’t want to reinvent anything—just to perfect it by incorporating the spice blends we’ve developed.”
What Makes Spice Brothers Stand Out?
Spice Brothers takes classic dishes and elevates them with premium house-made spice blends, giving each bite an extra layer of depth. The chicken shawarma, for example, is marinated in their signature Shawarma West blend, featuring turmeric, black pepper, and cumin, then paired with harissa and tahina (tahini) sauces for a well-balanced, rich flavor.
Their falafel is another standout, made with Devorah spice blend, which enhances the chickpea-based favorite with a perfectly spiced, crispy exterior. Even something as simple as fries and ketchup gets a makeover—their Yellow Fries are seasoned with Shabazz spice, a smoky mix of jalapeño and garlic salt, while the ketchup is blended with Vadouvan, a French-inspired curry spice.
“You can recognize everything on the menu,” Lior says, “but then you take a bite and realize there’s a fun twist to it.”
A Menu That’s as Flavorful as It Is Accessible
Whether you’re a shawarma lover, a falafel fanatic, or just looking for a delicious vegetarian or gluten-free option, there’s something for everyone at Spice Brothers. Lior himself admits he finds it hard to pick a favorite dish.
“I always start with a side of falafel, some tahina, and a couple of shifka peppers,” he says. “Then it’s just a debate—shawarma in a pita, over rice, or in a laffa?”
And for those craving something lighter, the fried cauliflower with za’atar and tahina (tahini) is a must-try.
The Rewarding—and Challenging—Side of Running a Restaurant
Despite his 30 years in the restaurant industry, Lior says opening Spice Brothers still came with its fair share of challenges. From training a team unfamiliar with certain spices to introducing NYC diners to his vision, every step was a learning experience.
But the hard work has paid off—Spice Brothers earned a two-star review from The New York Times in July and was named one of NYC’s 14 Best New Restaurants for 2024.
“That was pretty mind-blowing,” Lior says. “Knowing how many restaurants there are in this city, it still doesn’t feel real.”
Advice for Future Restaurant Owners
For those looking to follow in his footsteps, Lior emphasizes the importance of treating a restaurant like a business from day one.
“Luck has nothing to do with it,” he explains. “You need to understand your costs, plan for the long term, and be willing to adjust. Listen to your customers—some feedback might be tough, but it’s valuable.”
And most importantly? Create an experience, not just a meal.
“If someone walks out and immediately tells their friend about us, that’s when I know we did something right.”
What’s Next for Spice Brothers?
With a growing fan base and a steady stream of glowing reviews, the future is bright for Spice Brothers. Whether you’re stopping by for a quick pita or looking to cater a Shawarma Party (their crowd-favorite catering option for groups), there’s always a good reason to dive into their spice-driven menu.