NoHo just got a new kind of lunch rush. Matter, a fast-casual restaurant paired with a nutrition-tracking app, quietly opened in the neighborhood, promising to put portion control and detailed nutrition data directly in diners' hands. The concept centers on build-your-own bowls and small plates built from whole ingredients, with portions and nutrition info updating in real time as customers customize. Founders say the system is meant to make nutritious meals accessible, enjoyable, and fully customizable at every meal.
The menu leans into bright flavors and balanced combinations, from colorful bowls to thoughtfully designed snacks aimed at both strict health-focused regulars and anyone just trying to make a few easier swaps, according to ABC7 New York.
In a December openings roundup, Eater NY noted that Matter debuted on December 10 at 170 Crosby Street, calling it "a new innovative fast-casual restaurant and integrated app" where diners can "build plates and see calorie and macronutrient updates instantly as they adjust portion sizes." The same listing highlighted the concept's promise of "no gluten, no seed oils, and no ultra-processed fillers."
Precision Nutrition At The Counter
Co-founder Jon Sherman has laid out the model on local TV, explaining that customers can order through a mobile app or in-restaurant kiosks and either pick a predesigned recipe or build a dish from scratch. In a company LinkedIn post recapping his Fox 5 appearance, Sherman emphasized that "each ingredient ... can be customized to the gram" and that the kitchen uses a scale to measure portions so diners receive exactly what they ordered. The whole approach is pitched as a way to remove guesswork for anyone tracking calories or macronutrients.
Where It Fits In The City's Food Scene
Industry watchers see Matter as part of a small but growing wave of businesses that blend digital nutrition planning with real-world food service, essentially a "precision nutrition platform" crossed with a restaurant. RetailIsNotDead described it as a full-stack setup that connects personalized calorie and macro goals directly to the in-person ordering experience, targeting customers who want measurable, minimally processed options without having to crunch the numbers themselves.
Practical Details
Matter's flagship is listed at 170 Crosby Street in NoHo, and the team says its companion app is called Matter Formula and is available in app stores, according to company posts and coverage. For an overview of the concept and a link to the brand site, see Eater NY.
