New Middle Eastern restaurant comes to 40th St.

With the arrival of a new Middle Eastern restaurant on 40th Street by the end of March, food trucks like Rami's and Ali Baba Magic Food will face some falafel competition in University City. South Philadelphia restaurateur Amin Bitar, owner of the award-winning 25-year-old Bitar's Restaurant at 947 Federal Street, signed a letter of intent late last month to open a sister establishment in the Hamilton Village complex, according to John Greenwood, a top official for the University's real estate company. "We're looking to set up a place with atmosphere," said Bitar, who received the lease last week. "This is not a food truck." Pending the finalization of the lease, Bitar's would serve healthy, Middle Eastern dishes for lunch and dinner at the site of the former Cool Peppers Mexican Grill -- a fast-food restaurant that went out of business last winter. The site will require renovations, including tile work and new paint, to transform the Mexican ambience into an Eastern Mediterranean setting, according to Bitar, who said he is eager to take part in University City's progress. The restaurant will neighbor the Sundance Cinemas complex and the Freshgrocer.com specialty food market. Penn officials have predicted that the developments will make the 40th Street corridor a lively commercial zone. The University is currently negotiating terms of the lease with Bitar. Greenwood noted that it would benefit the restaurant and the student body for Bitar's to stay open late. "By nature, students are late-night folks," Greenwood said. Bitar said his restaurant's second location will offer selections similar to those on the original menu, including Bitar's flagship item -- the grilled falafel vegetarian sandwich -- which offers the taste of fried falafel for less than one gram of fat. "We're bringing our $1.95 falafel to you guys," Bitar said. Bitar said he will introduce fresh-fruit shakes to the menu at the 40th Street site, adding that breakfast items are also a possibility. Greenwood pointed out that Bitar's knowledge of the student market should translate into success. "I think he'll provide a healthy menu for those who are trying to make their budgets work," Greenwood said. Students said they would welcome a Middle Eastern flair to the west end of campus. "I think it would bring new flavor to the area," College freshman Harvin Vig said. "There is nothing like it here." Aside from the Sundance complex and Freshgrocer.com, other new retail and entertainment establishments will soon neighbor Bitar's proposed site. An alcohol-free indie rock music venue may open in early February at 4040 Locust Street under the name 4040. In addition, a new bagel shop called Izzy and Zoe's will arrive this semester, taking over the property formerly held by My Favorite Muffin.