New Restaurants on the Radar: Flip Burger, Armani Ristorante, Barberry

Flip: This new create-your-own burger joint, located deep in the bowels of Bloomingdale's, is sure to be a welcome oasis for bored dudes held hostage on spousal shopping expeditions. While customers aren't literally allowed to put on an apron and get behind the grill, the clean, well-lighted space does offer almost complete autonomy over the design of one's burger. Naturally, A Hamburger Today was all over the place as soon as it opened, and found some kinks still in need of working out: "While the food at Flip wasn't bad, we can't imagine that anyone would go out of their way to eat there. After tax and tip you'll spend more than $20 per person if you want more than a burger, and we can't say it's worth the money. Then again, if you're shopping at Bloomingdale's you probably aren't looking for a bargain anyway." To be fair, the food porn shots published in the review look pretty appetizing. Mid-level of the men's lower level at Bloomingdale's, 1000 3rd Avenue, (212) 705-2993

Armani Ristorante: Also working the retail dining angle is this new seasonal Italian restaurant and bar in the Giorgio Armani store in midtown. We're told the 5,200-square-foot space offers nice views overlooking Fifth Avenue, and the lighting somehow "appears invisible and creates a theatrical mood." The consulting chef here is Lorenzo Viani of Ristorante Lorenzo in the seaside town of Forte dei Marmi in northern Tuscany, so he's got authentic boot cred. His menu emphasizes fresh seafood with dishes like Octopus Salad, Wild Rice, Pearl Barley and Julienned Artichokes in Balsamic Vinegar. Other options include Fresh Housemade Flat Pasta in Sausage and Pecorino Cheese Ragout; and, for vegetarians, Zucchini Flan with Parmesan Fondue and Seasonal Truffle. Entrees start at $20 go up in price dramatically, but, like Flip, that's not going to be an issue for Armani customers. 717 Fifth Avenue (at 56th Street), (212) 207-1902

Barberry: This warm and inviting new Mediterranean-American restaurant in Williamsburg has the same owners as Zipi Zape, the tapas spot that previously occupied the 80-year-old bar space. Grub Street has pretty pictures, the menu, and "one word of warning: When chef-owner Diego Gonzales’s Argentinian mixed grill comes out, the entire room is smoked out, fajitas style. Be ready to send out some apologetic glasses of cava to your fellow diners." 152 Metropolitan Avenue, Williamsburg, (718) 599-3027