The Skylight Shoppe serves upscale comfort food such as this chicken and waffles dish

The Skylight Shoppe serves upscale comfort food, such as this chicken and waffles dish.

Extend your brand with an on-site pop-up

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Because it’s already blessed with huge mid-day business thanks to its enviable location amidst the office towers of midtown Manhattan, you wouldn’t think New York City’s Maloney & Porcelli steakhouse would promote a lesser-priced lunchtime option. But the restaurant went all out earlier this year and came up with a clever idea. It’s an in-house pop-up called the Skylight Shoppe, a throwback luncheonette that operates every day from 11:30 a.m. to 2:30 p.m. in

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