It’s Opening Day for HipCityVeg’s Midtown Village Location

As of 7 a.m. today, Nicole Marquis’s 100% plant-based fast fooder, HipCityVeg, is officially open in its brand new store at 121 South Broad Street in the North American Building. The new location is number three for Philly — number four, all day. (Marquis opened a D.C.-outpost earlier this year.)

And this time, breakfast is on the menu. A few weeks ago, Marquis — who, in five years, expanded her empire to two full-scale restaurants (Charline was a sinner. and Bar Bombon) and four fast-casuals — signed on Justin Petruce as her corporate chef. Petruce is introducing an all new line-up of breakfast items, available from 7 a.m. to 11 a.m., like the “lox and loaded bagel” (substituting smoked carrot for lox), a HipCityVeg breakfast sandwich made with a tofu scramble, soy mayo, and tempeh as the breakfast meat, and a warm maple peanut butter-banana sandwich served atop Texas toast. La Colombe is the store’s coffee of choice; lunch to dinner is the usual burger-sandwich-smoothie HCV menu.

The physical set-up is pretty much the same as its sister locations, but the design is a little more redolent of the Washington shop.

In celebration of opening day, they’ll be giving away sweet potato fries from noon to 1:30 p.m.