Halloumi has found a warm welcome in Manhattan, as a small bakery in the West Village reports daily sell-outs of Cyprus’ beloved cheese. Hello Halloumi, which opened just three weeks ago, has quickly become a hotspot on Greenwich Avenue, drawing in crowds eager to experience the unique offerings of this Cypriot delicacy.
A Sensation on Greenwich Avenue
Since its debut, Hello Halloumi has garnered significant attention, aided by a feature in The Times that highlighted the burgeoning popularity of the cheese. Customers are flocking to the bakery, where they can indulge in a variety of halloumi-based treats, including bagel bites, halloumi balls, and grilled sandwiches.
“I never heard of it and it’s delicious,” said Susan Shagrin, 62, who was enjoying her first taste of halloumi. This sentiment is echoed by many New Yorkers discovering the cheese for the first time, as they queue for the bakery’s innovative menu items.
From Cyprus to New York
The owner of Hello Halloumi, Constantino Papadakis, is a Cypriot immigrant who has brought a piece of his home to New York. He imports the cheese directly from Cyprus, ensuring its authenticity. The bakery’s pricing strategy reflects its unique position in the market, with bagel bites priced at $1.95 per ounce and half grilled halloumi sandwiches available for $4.
“The bagel bites have been selling out every single day,” Papadakis told The Times, explaining that he even employs overnight bakers to keep up with the high demand. This enthusiasm reflects a growing interest in halloumi, which, despite its long-standing popularity in the UK, remains relatively niche in the American market.
Halloumi’s Journey in the US
The cheese, which has been a staple in British diets for decades, has yet to achieve similar recognition in the United States. Recent data reveals that only 7,800 US retailers stock halloumi, a stark contrast to the 335,000 in the UK, where 18,000 tonnes are imported annually primarily due to its vibrant British Cypriot community.
In New York, the local Cypriot population imports about 5,000 tonnes of halloumi, but cultural familiarity remains a barrier to widespread adoption. While halloumi is often featured in BBQs and as a meat substitute in burgers in the UK, it is still a novelty in New York. The culinary landscape here is gradually changing, however, with residents like 14-year-old Annika Bakhshi expressing excitement over the cheese’s introduction. “This is exactly what New York needs,” she said.
Creating a Halloumi-Centric Experience
For Papadakis, the concept of a halloumi-focused bakery makes perfect sense in a city where most establishments lean towards sweet pastries. His vision is clear: he aims to integrate halloumi into the daily diets of New Yorkers, reflecting both a personal passion for the cheese and a strategic business approach.
The bakery’s pastry chef, Eleni Louca, has her own deep-rooted connections to halloumi, having grown up making it with her grandmother in Ormidia, Larnaca. This personal touch adds authenticity to the offerings, resonating with customers who appreciate the tradition behind the food.
Future Plans for Expansion
Looking ahead, Papadakis has ambitious plans to expand Hello Halloumi beyond its West Village location. He has expressed interest in opening new branches in Brooklyn and Midtown, as well as exploring delivery options to reach a wider audience. While the average person in Cyprus consumes an impressive eight kilograms of halloumi annually, it remains to be seen how quickly the US market will adopt this beloved cheese.
The success of Hello Halloumi in such a short span highlights a promising trend in New York’s culinary scene, showcasing a growing appetite for diverse flavours. As the city continues to embrace this Cypriot cheese, it is clear that halloumi is carving out a niche for itself in Manhattan’s vibrant food culture.
