Hidden in the men's dept. of Bloomies, not unlike the elusive Burger Joint in the Parker Meridien Hotel lobby (but even harder to find), is Flip, the latest LaFrieda supplied burger church. For a place that opened yesterday, they really had their $%&%# together. Choice of meat blend supplied by Pat (e.g wagyu, short rib or brisket), choice of bun (e.g brioche, onion brioche, rye bread), choice of topping (e.g caramalized onions, pesto, tapenade) and choice of cheese(e.g swiss, cheddar, blue, feta). To drink a choice of thick chocolate malt, wine, beer or soda. Choice of fries cut (e.g. thin, steak or chubby crinkle cut) with any sauce on top. My buddy and I both went with the short rib blend, plain brioche and swiss. I added caramalized onions, he had the bbq sauce. I had the thick chocolate malt and, my buddy hailing from Buffalo, we shared the chubby fries covered in buffalo wing sauce. The burgers were great, naturally, cooked to perfect temperature. The buns nothing special but served their purpose. Nice cheese coverage. The malt was on the thick side for me (I prefer fully aerated but that's a matter of taste) but it was tall (hold the whipped cream next time). The buffalo wing sauced crinkle cut fries were an inspiration. Great service, cool place, plenty of seats and no line (yet). Try it... you'll flip for Flip. I would note that the bill came to about $56 for both of us with tip. For a cheaper no frills experience and similar burger, I'd recommend City Burger on 39th and Bway.