New Concept Chef Soroosh Golbabae and entrepreneur Fardad Zabetian opened Āzar on November 7 at 740 Driggs Avenue in Williamsburg, Brooklyn. The restaurant draws on Golbabae's upbringing in Tehran and his work at New York Persian restaurants Sofreh, Eyval, and Sawa, as well as Gramercy Tavern. The 10-seat counter-service concept centers on loghmeh—Persian for "bite" or "morsel"—traditional dishes served in smaller, handheld portions wrapped in freshly made whole wheat lavash. The restaurant is named after Golbabae's mother, Āzar, who inspired his early interest in cooking.
Menu & Format Signature dishes include Koobideh (grilled ground lamb and beef brushed with saffron butter), Beef Cheek Ghorme Sabzi (slow-braised beef cheek with Persian herb stew), Chicken Fesenjoon (grilled chicken thighs with pomegranate-walnut sauce), and Lamb Shank with kashk and mint oil. Vegetable options feature Kashk Bademjoon (slow-cooked eggplant with crispy onions) and Zereshk Tahchin (crispy saffron rice cake with Persian barberries). The beverage program includes Doogh (yogurt-based drink with mint and rose) and Saffron Sharbat with basil seeds and lime. Golbabae said he draws on "the home cooking and street food traditions of his upbringing alongside the techniques developed throughout his career, bringing Persian cuisine to a casual, counter-service setting."
Design & Atmosphere The space, designed by Roudiani.Harelson (co-founded by Iranian designer Bahar Roudiani), features stainless steel counters and seating, illuminated amber glass blocks, Persian pop art, and works by Iranian artists. Iranian house music anchors the dining experience. Āzar operates Wednesday–Sunday from noon to 9 p.m.
Why It Matters
The opening expands Williamsburg's Persian dining footprint beyond existing concepts and demonstrates how chefs from acclaimed restaurants are building smaller, counter-service formats to reach everyday diners. The loghmeh format—focused on portioned, handheld meals—offers an accessible entry point to Persian cuisine in a casual setting.
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Written by FBM Publications Editors
Frequently Asked Questions
What's the actual format at Āzar—is this a full-service restaurant or counter-only?
It's a 10-seat counter-service concept. You're ordering at the counter and eating at stainless steel seating, Wednesday through Sunday, noon to 9 p.m. This is fast-casual Persian, not table service.
Who's behind this restaurant and what's his track record?
Chef Soroosh Golbabae opened Āzar with entrepreneur Fardad Zabetian. Golbabae worked at Sofreh, Eyval, and Sawa—New York's established Persian spots—plus Gramercy Tavern, and grew up in Tehran, so he's not importing a concept, he's executing his own.
What exactly is loghmeh and how does it change the menu?
Loghmeh means 'bite' or 'morsel' in Persian—dishes are served in smaller, handheld portions wrapped in fresh whole wheat lavash instead of plated. It's built for counter dining and impulse ordering, which changes your food cost and ticket speed dramatically versus traditional entrées.
Where is Āzar located and why does that matter?
It's at 740 Driggs Avenue in Williamsburg, Brooklyn—a neighborhood that already has Persian dining options but this expands the category with a casual, counter-forward model that works for lunch traffic and younger diners who don't want table service.
What's the design story and why should operators care?
Roudiani.Harelson, co-founded by Iranian designer Bahar Roudiani, built the space with stainless steel counters, amber glass blocks, and Persian pop art. This signals that you're not seeing Persian food colonized by neutral minimalism—the design reinforces the cultural narrative and justifies premium pricing.
