You’re standing in the middle of Hudson Yards. It’s shiny. It’s glass. It feels a little bit like a space station designed by someone who really loves high-end malls. And then, tucked into the base of 50 Hudson Yards at 502 West 34th Street, you see it: the glowing neon of Russ & Daughters Hudson Yards.
It’s a weird culture clash, honestly.
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On one hand, you have the 110-year-old legacy of Joel Russ, a man who started by selling herring out of a barrel on the Lower East Side. On the other, you have the most corporate, "new New York" neighborhood imaginable. People often ask if the soul of the place survived the move uptown.
The short answer? Yeah, it did. But you have to know how to navigate it so you don't end up spending $70 on breakfast and feeling like a tourist who just got fleeced.
The 34th Street Reality Check
When Russ & Daughters Hudson Yards opened in 2023, it wasn't just another satellite shop. This is a 4,500-square-foot beast. It’s huge compared to the cramped, elbow-to-elbow charm of the original Houston Street location.
Here’s the thing most people miss: this spot is basically three businesses in one. There’s the traditional appetizing counter where you take a number. There’s a seat-yourself dining area that’s way less stressful than trying to get into the Orchard Street cafe. And then there’s the bakery.
You can literally watch them making the bagels.
A lot of New Yorkers are bagel snobs. We have to be. It’s in the bylaws. If you go to Reddit, you’ll see people complaining that the bagels here are "mid" or too small. They aren't the giant, fluffy bread-pillows you get at a corner deli. They are smaller, denser, and traditional. If you’re looking for a bagel the size of a steering wheel, you’re in the wrong place.
But the fish? The fish is why you’re here.
What to Actually Order (And What to Skip)
If it’s your first time, you’ll be tempted by the "Classic." It’s Gaspe Nova smoked salmon and cream cheese on a bagel. It’s $10.45 for a mini or more for a full. It’s fine. It’s safe.
But if you want the real experience, you go for the Super Heebster.
It’s a bizarre name for a sandwich that shouldn't work but does. It’s whitefish and baked salmon salad, horseradish dill cream cheese, and wasabi flying fish roe. That wasabi roe gives it this tiny, popping crunch and a heat that cuts right through the heavy cream cheese. It’s usually around $10.45 or $11, and it’s the best thing on the menu.
- Sable: If you’re feeling rich, get the sable. It’s smoked black cod. It’s buttery. It’s also $76 a pound, so maybe just get a few slices.
- The Pastrami Russ: This uses pastrami-cured salmon with sauerkraut and mustard. It’s a bridge between the deli world and the appetizing world.
- The Chocolate Babka: Do not leave without a slice. Or a loaf. It’s braided, dark, and heavy.
One major tip: the Hudson Yards location has a seat-yourself policy. Unlike the Cafe on Orchard Street where you might wait two hours for a table, you can usually snag a spot here if you time it right. It’s "fast-casual" in a way the family hasn't really done before.
The "Tourist Trap" Debate
Is it expensive? Oh, absolutely.
You can easily walk out of there having spent $40 on a sandwich, a coffee, and a piece of rugelach. Some people call it a tourist trap because of the prices. But here’s the nuance: a tourist trap usually serves bad food at high prices. Russ & Daughters Hudson Yards serves world-class food at high prices.
The fish is sliced by hand by people who treat it like an art form. If you watch them at the counter, they slice the salmon so thin you can practically read a newspaper through it. That labor costs money.
Why the Location Matters
This shop solved a massive problem for the brand. For years, if you wanted the "real" experience, you had to trek to the Lower East Side. If you lived in Midtown or worked near Penn Station, you were out of luck.
Now, it’s right there.
It’s accessible from the 7 train, the NJ ferry, and Penn Station. They also use this space for private events—think Bar Mitzvahs or corporate parties that actually have good catering. The design by Foster + Partners keeps the old-school vibes with neon signs and marble, but it feels breathable.
Actionable Steps for Your Visit
If you're planning to head over, don't just wing it.
First, check the hours. They generally run 8:00 AM to 4:00 PM every day. If you show up at 5:00 PM hoping for a late-afternoon snack, you’ll be staring at a locked glass door.
Second, use the "take a number" system for the counter if you want to take stuff home, but if you're eating there, head straight for the seating. The bagel-watching window is cool for about five minutes, then you’ll want to sit down.
Third, order the Beet & Lemon Shrub. It’s a vinegar-based drink that sounds terrifying but is incredibly refreshing and acts as a palate cleanser for all that salty fish.
Finally, if the line at the counter is insane, check if you can order pickup on your phone while standing in the store. Sometimes the digital queue moves faster than the physical one. Just get your bag and go sit in the public plaza nearby if the indoor seating is full.
You aren't just buying a bagel; you're buying into a century of New York history that somehow survived the jump to the most modern corner of the city.