Things are about to get a lot simpler in Chelsea. The Simple Kitchen is almost ready to open, according to Racked. What will the guests of the Dream Hotel and the Maritime across the street think of the freshest Grapefruit juice in town?

According to the company's website, the rustic cafe will serve up food and beverage "made with a short list of recognizable ingredients...all natural and organic packaged and freshly prepared food to take away." via Racked.

We, like Photo Kid Ed, are more interested in what this means for Izze Grapefruit. Let the battle begin!