25 Pell St
(between Doyers St & Mott St)
New York, NY 10013
If you live in NYC and like Chinese food at all, chances are you have heard of Joe’s Shanghai, a restaurant in Manhattan Chinatown that is known for its soup dumplings. Joe’s Shanghai has over 2,200 reviews on Yelp and a solid 4-star rating. Its sister restaurant, Joe’s Ginger, only has 247 reviews and a 3-star rating. This isn’t because the food is any worse. This is because the people who go to Joe’s Ginger aren’t the people active on social media. (Case in point. Joe’s Shanghai has a Facebook page and Joe’s Ginger doesn’t.)
Joe, presumably the owner, has smartly branded his soup dumplings across two very different consumer groups by offering the same product in two separate restaurants (that happen to be right next to each other). The tourists, the American NYC-ers, the review-chasers all know about Joe’s Shanghai. On any given weekend night, you’ll see a long line of J.Crew wearing hungry customers waiting outside of Joe’s Shanghai. Joe’s Ginger, on the other hand, almost never has a line and is usually just at capacity with Chinese diners.
This is changing as more people write blog reviews like this one. Here is a happy non-Chinese family slurping down soup dumplings at Joe’s Ginger on Friday night. Notice the tacky pinkish glow from the florescent lighting. Reminds me of all the cheap (and delicious) restaurants in China.
This is the classic Pork Soup Dumplings ($4.95 for 8). The ideal soup dumpling has thin, yet chewy skin. It should be just thick enough so it doesn’t break with the weight of the pork and soup. The soup should be fragrant, hot, and light. Joe’s does a decent job, probably one of the best soup dumplings in Manhattan, but is far from great compared to the ones in China. The skin is a bit thicker than ideal. The soup is also too heavy and greasy. Still tastes delicious enough that I keep coming back. Continue reading Joe’s Ginger = Joe’s Shanghai