Drugstore’s $20 functional smoothies get a West Village home on Nov. 14
Los Angeles restaurateur Jeremy Fall's smoothie and all-day breakfast cafe moves into a West Village corner after pop-ups in Amagansett, Dumbo and Soho.
Drugstore, a smoothie and breakfast cafe from Los Angeles restaurateur Jeremy Fall, opens its first permanent New York shop on Saturday, Nov. 14. The address is 172 West Fourth Street, where it meets Jones Street in the West Village.
The cafe sells “functional” drinks at $20 each. Golden Glow blends ginger, turmeric, lion’s mane and collagen. Zero Gravity pairs matcha with lion’s mane, ashwagandha and collagen. The menu also adds two sipping broths, Pulse and Amber, and Fall’s own version of Gatorade, sold in refillable Drugstore bottles. The kitchen uses no seed oils.
West Village Drugstore menu: breakfast all day
Breakfast is served all day. Options include a parfait inspired by mango sticky rice, finished with salted cardamom coconut cream, overnight oats made with cocoa, and a bacon breakfast burrito with harissa aioli, one of the best sellers when Drugstore ran as a pop-up. Heartier plates include a shawarma wrap built on vegan chorizo and miso salmon served over cilantro rice. In place of frozen yogurt, the shop serves frozen kefir made by Lifeway, with flavors such as matcha and blood orange creamsicle.
From a Hamptons pop-up to a permanent cafe
The brand first appeared in Amagansett in July 2025, operating for the summer out of Jack’s Stir Brew Coffee, and its smoothies drew lines there. Fall then opened a counter at Time Out Market in Dumbo, which has since closed, and teamed with Adidas and Pharrell’s Humanrace on a Soho pop-up timed to New York Fashion Week.
Fall said this is the first time he has been able to grow a brand and a following through residencies around the city before committing to a permanent location. Finding a corner storefront took him eight months.
The interior, by Kevin Cimini of March Made, borrows from 1980s athletic clubs. Mosaic tiles call to mind an indoor pool, steel fixtures echo pool ladders and lockers, and mirrors overhead are meant to make the room feel like it is underwater.
The opening adds to a growing group of upscale grocery and prepared-food shops downtown. H. Valley, the Hudson Street shop chef Austin Johnson launched in September, sells prepared dinners and keeps a fridge stocked for kids.
Quick answers
When does Drugstore open in the West Village?
Drugstore opens on Saturday, Nov. 14, at 172 West Fourth Street, on the Jones Street corner.
How much are Drugstore's smoothies?
The functional smoothies, including Golden Glow and Zero Gravity, cost $20 each.
What food does Drugstore serve?
Breakfast all day, including a mango sticky rice parfait, cocoa overnight oats and a bacon breakfast burrito, plus miso salmon, a vegan chorizo shawarma wrap and frozen kefir.
