Rice must be doing something right. With 4 locations and a constant flow of diners, the new Elizabeth Street location is just north of Nolita. We've always found the pan-asian menu to be fairly unremarkable, decent for lunch, but nothing special. Like Cafe Colonial, the appeal lies elsewhere than the food itself. For Rice it could be the ability to choose from diverse entree options coupled with half a dozen rice choices. Everyone gets what they want.
Rice, 292 Elizabeth Street above Houston
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