Gluten Free Pioneers! Casual American cuisine in a comfortable setting right near Madison Square Garden. Come try our famous pancakes and other items – 99% of which can be made gluten free! Our mantra is simple, Friedmans is a family run business, which operates locations throughout New York City. Friedmans was named after the famous economist Milton Friedman who popularized the phrase, “there ain’t no such thing as a free lunch”. This phrase has gone on to be used in science, economics, finance, statistics, technology, sports, & now food. However, to put it simply, “to get one thing we like, we usually have to give up another thing we like.