Schnipper's Quality Kitchen, which opened in the new New York Times building in 2009, seems to be doing very well. The owners, two brothers named Schnipper who founded the Hale and Hearty Soups chain, opened a second location near Madison Square Park on Friday. We hear it's been packed during lunch every day this week, with local working stiffs crowding in to get Pat LaFrieda burgers ($4.50-$8.50) at the fast-casual joint. Could this mean the end of the line for Shake Shack?!

The burgers are made with all-natural American beef and dressed with Schnipper’s secret sauce; options include the Hickory Bacon Blue Burger with blue cheese, bacon, crispy onions, BBQ sauce, lettuce and plum tomatoes; and the Green Chile Turkey Burger topped with a house-made blend of cheeses, house-roasted green chilies and served on a whole wheat bun. But the menu goes far beyond burgers, with more than a dozen sandwiches ($5.99-$8.99), including the Classic BLT on sourdough bread; and a Fresh Veggies & Goat Cheese sandwich with baby arugula, avocado, plum tomatoes, radish sprouts and vinaigrette on country wheat.

There are also three kinds of Sloppy Joe's (the unique recipes are variations on Ma Schnipper's classic recipe). Salads range from $6.99-$8.50, and you can wash them down with milkshakes, malts and ice cream floats ($4.99-$6.50), made with ice cream supplied by Gifford’s, a small family run ice cream company in Maine.

23 East 23rd Street between Park Avenue South and Madison Avenue // (212) 233-1025 // Open 10 a.m. to 10 p.m.

(Melissa Hom)