Sous-chef Diego Rivera and line cook Juan Velasquez during lunch at Social Eatz. Nick Brandreth for The Wall Street Journal

Social Eatz almost feels like a chain restaurant with its name plastered over the wait staff's shirts and on the tables.

But bite into the Bulgogi burger ($11) or Kung Pau sandwich ($9) and you instantly know this is no T.G.I. Friday's.

Asian-Style Comfort Food

The imperialist hot dog is made with organic chicken and served on a toasted bun with sweet and spicy relish. Nick Brandreth for The Wall Street Journal

Celebrity chef Angelo Sosa's new casual restaurant takes traditional American comfort food and crosses it with the bold flavors of the East. The result is innovative creations, such as the signature Bibimbap burger ($12), ground beef with a perfectly slow-cooked egg on top, ala the traditional Korean rice dish. In addition to burgers and hot dogs there is a selection of tacos, including a chili kissed tilapia ($8) one, with Thai chili and green tomato salsa. Crispy spring rolls ($7), a mix of shrimp and chicken, taste more traditional. Sides include crispy fries ($4.50) and curried cream spinach ($4.50) For dessert, try the Yuzu cream puffs ($6) filled with yuzu curd made from the Japanese fruit.

The restaurant seats about 65 and its aggressive branding is an attempt to "build a community for foodies," who interact through social media sites.

—Sumathi Reddy

Social Eatz, 232 E.53rd St;, serves lunch starting at 11:30 a.m. Monday through Friday, and noon Saturday and Sunday; 212-207-3339.