Counter Service, the fast-casual sandwich concept from Chipotle founder Steve Ells, is expanding to the Upper East Side in New York City.
Originally dubbed Kernel, the restaurant first made headlines as a plant-based, “robot-run” restaurant concept. A custom robotic arm dropped plant-based patties into high-speed ovens while a centralized kitchen prepped ingredients offsite, but it ultimately moved away from automation.
Late last year, Kernel paused operations to reassess the model. The restaurants later closed for renovations and reopened in spring 2025 under the Counter Service name.
Related: Steve Ells’ Startup Kernel Axes Robots and Rebrands
Now operating without robotics, Counter Service focuses on a more traditional quick-service format built around sandwiches and breakfast items. The menu goes beyond just vegetarian options, offering roast beef, a pork and broccoli rabe Italian, and several all-day breakfast sandwich choices.
The company opened its first rebranded location in Union Square earlier this year, followed by restaurants on Park Avenue South and East 4th Street. Its fourth location, at 1302 First Avenue, opens October 14. Additional sites, including a catering kitchen, are planned for 2026.
Counter Service is also available on Uber Eats, DoorDash, and Grubhub/Seamless.
