David Arena, a 35-year-old entrepreneur from Philadelphia, is on a mission to revive the long-lost self-service restaurant chain Horn & Hardart and bring back the nostalgic charm of the Automat. He plans to open the first location within a year and believes in the success of his visionary project. Arena sees the Automat as more than just a business idea; he considers it his life’s calling and is passionate about preserving its heritage and values.
Horn & Hardart, founded in 1888 by Joseph Horn and Frank Hardart in Philadelphia, introduced the concept of the Automat in 1902, where customers could serve themselves by accessing prepared dishes in windowed lockers. The chain became a staple in New York City, serving affordable meals to generations of working individuals. Despite the last Automat closing in 1991, Arena is determined to revive the brand and reintroduce it to the public in a modern context, reimagining the nostalgic 1920s and 1930s charm.
Arena’s approach to bringing back the Automat focuses on authenticity and preserving the brand’s historical significance. He believes in creating an experience that transcends a typical business transaction and aims to restore the lost values of quality, innovation, convenience, and customer care that were synonymous with Horn & Hardart. By reviving the Automat, Arena hopes to pay homage to the founders and provide a unique self-service restaurant experience that resonates with customers.
While the trend in the restaurant industry is moving towards automation, Arena’s vision for the Automat is centered around creating a human-centered experience rather than relying on machines to replace human interaction. He plans to leverage modern technology to enhance customer service without compromising on the traditional values and charm of the Automat. By ensuring that each customer has a personalized and memorable experience, Arena aims to reinvent the self-service concept and bring the Automat into the modern age.
In addition to working on the revival of the Automat, Arena has been actively building relationships within the community of enthusiasts who have a strong connection to the brand. By partnering with individuals like Lisa Hurwitz, who directed a documentary on the Automat, Arena hopes to generate interest and support for his project. Hurwitz believes that Arena’s plan to revive the Automat will bring back the warm feeling and sense of nostalgia that many New Yorkers associate with the chain, creating a welcoming and safe space for customers.
As Arena continues to work towards opening the first location of the revived Automat, he remains committed to honoring the legacy of Horn & Hardart and providing a unique dining experience that captures the essence of the original chain. By focusing on authenticity, customer experience, and community engagement, Arena is determined to breathe new life into the Automat and offer a taste of the past to a new generation of customers.
