Grab your carts, Upper West Siders: the new Morton Williams on 68th and Broadway is open for business.
The long-awaited supermarket has been under construction since 2022 and now that it’s here, it’s expected to be a fixture of the neighborhood for a long time. The owners have locked the site down for decades, signing a 30-year lease with the landlord.
Advertisement
We stopped by the new market this morning where the shelves were stocked, the carts were rolling and the aisles were packed with shoppers who braved the rain to get in an inaugural shop.
We spoke to some of those shoppers who gave us their thoughts on the new location.
“It’s so pretty in here! The organization!”
“I’ve been waiting for them since they started renovating, the sign said open last fall, so glad they’re finally here.”
“It may be a little expensive but it’s huge, very clean and well stocked, you can get whatever you need.”
That stock includes everything from the traditional supermarket staples to a myriad of international items including foods from India, France and Latin America, along with a shelf of products “Proudly imported from Israel.”
READ MORE:
A New Bagel Spot is Popping Up on the Upper West Side
Van Leeuwen Replacing Blue Marble Ice Cream
New Pizza Place Replaces Old One
The market also boasts (among other things) a deli, a butcher, a hot food bar, a bakery, a seafood counter (replete with lobsters) and a spot to grab hot coffee.
Advertisement
The massive new location, which takes up the entire side of the street, is already becoming a community hub. We witnessed multiple friends and neighbors excitedly running into each other as they looked through the produce and pushed their carts through the aisles.
This new location is the third Morton Williams in the area, joining the stores on Ninth Ave (between 58th and 59th streets) near Columbus Circle and 15 West End Avenue (between 59th and 60th streets) next to the Waterline Square complex (part of one of the most expensive zip codes in the country).
The New Morton Williams at 2015 Broadway (at 68th Street) is open daily from 7 a.m. to 11 p.m.
Why is everything Israel related highlighted more than anything else on this page? Jesus wept
I think Jesus would be pleased to see his homeland represented. No weeping.
You must be new to the Upper West Side. Or know very little about it.
Agreed. How insecure must you be in your ‘heritage’ that you need the constant reminder…
So James. Morton Williams is insecure because they sell products from Israel? What a ridiculously tone deaf (cleaning it up) comment. How proud you must be.
The insecurity lies in those who need to see such signage.
“The insecurity lies in those who need to see such signage.“ Confucius? No, James the Ignorant Internet Troll.
Because it’s under attack by Hamas & Hezbollah terrorists and could use the economic help that buying its products helps to ensure. Also, the UWS is home to a large Jewish population most of whom support Israel.
I hope that answers some of your question
It’s not under attack. Open your eyes a little. Jews aren’t the only ones who live on the UWS. I’m Jewish an I HATE what Israel is doing. So let’s not speak for everyone.
Poor Pat. Threatened so much that she had to crap on such a benign thing.
Why is there no ‘India, France, Latin America’ signs but of course the Zionist flag is broadcasted? It’s a little strange
Pat, that whole aile has various international signs. The Israeli one is one of many. Why are you focusing just on that one? I think you are the one with the issues.
Jesus was Jewish. If anything, he wept on October 7th.
Te aisles are so narrow that 2 carts can’t pass one another. The prices are much higher than Fairway. The entrance and exit are poorly designed. It’s an awful food shopping experience.The landlord is happy but the tenants in the building will revolt if the trucks idle in front of the building spewing exhaust into the air.
You seem fun.
Seems like you’re a miserable negative person. Have you walked the streets of NYC? Thousands of cars running while you walk and breathe. It’s a beautiful store and we need it in this neighborhood. Yes the isles in the back of the store are tight but I’d rather have an additional option to shop then just fareway which is actually a low budget ShopRite which caters to the less fortunate who don’t care about quality kind of like Trader Joe’s share price is all that matters. I’ll stick with WF and MW for my quality items!
I live on the 7th floor of the building. Last night 3 trucks were parked in front with engines running. I was born and have lived my entire life (63 years) in NYC. Work on your spelling and check your arrogance.
WTF! I asked you people to sit at my table to eat bread from Trader Joe’s, olives from Fairway’s, sushi from MW’s, tamales from the lady outside the 72nd St. subway, and panettone from Citarella’s, and no sooner I open the Manischewitz and you people start bickering like the children you are. Grow up, you people!
Thank you, I agree it’s good Morton Williams is here.
And Finally, You with a bold sense of humor.
Thank you. ‘The One and 12 Others’.
I agree.
How awful are these nay say’ers.
The disgruntled.
Hey… can I have a sip of your Manischewitz?
Oh great another Morton Williams. Whoever stocks the shelves should be fired. They have no consistency in their inventory.
I live near waterline square . We are surrounded by their stores . Thank God Brooklyn fare has arrived. Would love to see a fairway like specialty supermarket ,
It looks like a great store and a nice addition to the neighborhood. Amazing some people are complaining about the store already.
Several of the aisles are ridiculously narrow. Two carts going in opposite directions cannot pass each other. Someone needs to first back up. Not a good customer experience. Other than that, I’m glad to see another supermarket in the neighborhood. Hopefully, it will reduce some of the crowding at Fairway and Trader Joe’s.
Welcome to the neighborhood. We wish you well and are excited to be customers!
It’s no Wegman’s
I’m glad this store finally opened so I don’t have to see those groaningly awful food-related puns on the windows they had during construction. I love a clever pun but these were embarrassingly bad.