Rice To Riches: WTF?

January 06, 2003 As 2003 dawns, the big question remains, What's the deal with Rice to Riches? By this point, we know the new Spring Street establishment is a rice pudding emporium. Now we need a Fortune article to analyze the amount of money the owners continue to pour into interior design versus what one imagines must be a competing impetus to open the fucking restaurant. There was a period last month where, on my daily jaunt to and from the 6 train, I realized they had installed, then removed, a curved "Rice Pudding" sign (under the gigantic Rice to Riches sculpted arch) twice in one week. Now they're hard at work adding hints of orange to rounded interior surfaces. Okay, it's attractive, but this had better be the best rice pudding ever to warrant this insanity.