Food for the feed
A look inside the new restaurant in downtown Hartford that is an Instagrammer’s paradise
The Place 2 Be’s Hartford location is an Instagrammer’s paradise, with photogenic dishes like stuffed Nutella-drizzled French toast, colorful cocktails adorned with toy rubber ducks and cotton candy, and endless selfie opportunities under neon signs.
The new location of the breakfast, brunch and lunch restaurant, which opened in early October at 5 Constitution Plaza in the former Spectra Wired space, features decadent menu items, decor and vibe geared toward millennial and Gen Z customers.
“I had somebody ask me, what’s your focus; what’s your drive?” said owner Gina Luari. “And we’re Instagram-driven.
It’s relevant to the customer base. “It’s what we do.”
Luari has developed the Place 2 Be brand over the past four years, building a loyal following at its original location on Franklin Avenue in Hartford’s South End. Breakfast and brunch became a big draw, with egg dishes, pancakes and fried chicken and waffles accompanied by mimosas and bellinis with bottomless options. The eatery’s social media presence grew, as more customers learned about it and flocked there for its fun and aesthetically pleasing atmosphere.
Soon, she was looking to expand. A potential deal at the former Sarah’s Coffee House space on Asylum Street fell through in 2019, but she knew she wanted to be in downtown Hartford, as that’s where many of The Place 2 Be’s UberEats delivery orders were coming from. When she heard that the Spectra Wired cafe and lounge space at the Spectra Boutique apartment building had closed in February, she contacted management about opening a location there.
After months of planning, kitchen renovations and interior remodeling, Luari opened the restaurant Oct. 7 in a soft launch, inviting residents of the Spectra apartments. Word spread through social media quickly, and just a few days later, the restaurant was on a two-hour wait for weekend tables.
“We didn’t expect it at all,” she said. “We didn’t post on our own actual [social media] page. ... It’s amazing. I can’t believe for downtown Hartford, that our unofficial opening weekend was like that.”
The bar area showcases a wall lined with Veuve Clicquot champagne bottles, topped by a glowing sign reading “Thirst Trap.” Swing chairs hang from the ceiling in one alcove, against a backdrop with a neon “Mood Swings” sign. Branding features irreverent double entendres: “lookin’ like a snack,” “go bottomless,” “side pieces stay winning,” and “Waffles and Pancakes,” a wink and nod to a notorious Cardi B and Megan Thee Stallion hit.
Open daily from 7 a.m. to 7 p.m., The Place 2 Be covers all the bases with breakfast: egg sandwiches, omelets and Benedicts; breakfast burritos and quesadillas; pancakes, waffles and French toast. Healthier options include avocado toast, oatmeal and yogurt parfaits, and Luari plans to add egg-topped brunch bowls with potatoes and vegetables. The downtown location also has a coffee program, with specialty