New Morton Williams Opens Doors: PHOTOS

morton williams 68th and broadway

Grab your carts, Upper West Siders: the new Morton Williams on 68th and Broadway is open for business.

The long-awaited supermarket has been under construction since 2022 and now that it’s here, it’s expected to be a fixture of the neighborhood for a long time. The owners have locked the site down for decades, signing a 30-year lease with the landlord.


We stopped by the new market this morning where the shelves were stocked, the carts were rolling and the aisles were packed with shoppers who braved the rain to get in an inaugural shop.

We spoke to some of those shoppers who gave us their thoughts on the new location.

“It’s so pretty in here! The organization!”

“I’ve been waiting for them since they started renovating, the sign said open last fall, so glad they’re finally here.”

“It may be a little expensive but it’s huge, very clean and well stocked, you can get whatever you need.”

checkout at new morton williams supermarket

That stock includes everything from the traditional supermarket staples to a myriad of international items including foods from India, France and Latin America, along with a shelf of products “Proudly imported from Israel.”

morton williams israel imports


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The market also boasts (among other things) a deli, a butcher, a hot food bar, a bakery, a seafood counter (replete with lobsters) and a spot to grab hot coffee.

morton williams butcher

morton williams bakery deli 155 west 68th street

cheese section morton williams uws


The massive new location, which takes up the entire side of the street, is already becoming a community hub. We witnessed multiple friends and neighbors excitedly running into each other as they looked through the produce and pushed their carts through the aisles.

This new location is the third Morton Williams in the area, joining the stores on Ninth Ave (between 58th and 59th streets) near Columbus Circle and 15 West End Avenue (between 59th and 60th streets) next to the Waterline Square complex (part of one of the most expensive zip codes in the country).

The New Morton Williams at 2015 Broadway (at 68th Street) is open daily from 7 a.m. to 11 p.m.


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