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FIELDTRIP

Full company profile

uuid002uf1q

Namestring
FIELDTRIP
Legal namestring
FIELDTRIP
Websiteurl
fieldtripnyc.com
Company typeenum
Private
Founded yearint
2019
Descriptiontext

FIELDTRIP is a privately held, chef-driven fast-casual restaurant concept founded by James Beard Award-winning Chef JJ Johnson. The company's core product is signature rice bowls featuring rice sourced from local and sustainable producers, paired with bold ingredients reflecting flavors from the African diaspora, Asia, and the Caribbean. FIELDTRIP operates from two New York City locations: a flagship at 109 Lenox Avenue in Harlem and a second unit at 30 Rockefeller Plaza, Concourse Level, in Midtown Manhattan.

The business operates on a direct-to-consumer, transaction-based revenue model with multiple streams: dine-in counter service at both locations, online ordering for pickup and delivery powered by the Toast platform, catering services for groups and corporate events via an Olo-powered catering portal, a loyalty program called Rice Money Rewards (currently restricted to in-person visits), and private event hosting for birthdays and business dinners. FIELDTRIP uses Toast as its core POS and online ordering infrastructure across both restaurants, with additional integrations for maps and location services.

The company is privately held, headquartered in New York, and serves health-conscious urban diners seeking chef-quality, culturally rooted fast-casual meals. The brand is positioned around rice as a cultural connector, with marketing concentrated through its own website, the Toast ordering platform, a VIP email list, and word-of-mouth. No funding rounds, headcount figures, or revenue data are disclosed in the available source material.

Short descriptiontext

FIELDTRIP is a chef-driven, fast-casual rice bowl restaurant concept founded by James Beard Award-winning Chef JJ Johnson, operating two NYC locations in Harlem and Rockefeller Center with online ordering, catering, and private events.

Operating statusenum
Operating
Ownership categoryenum
Headcount rangeband
1–10
akta.pro rankint
HeadquartersNew York, United States
HQ citystring
New York
HQ countrystring
United States
HQ regionstring
North America
Markets served

Serves global market

Offices2 records

Each record includes

City, Country, Type, Description, Source

Keyword5 values
fast casual dining, rice bowl restaurants, chef-driven restaurants, restaurant catering services, private event hosting
Industry2 codes
1Farm-to-Table & Contemporary American Restaurants
CodeTHAFACAFPrimaryYes
2Off-Premise / Mobile Event Catering
CodeTHAHAKADPrimaryNo
NAICS code2 codes
  • Limited-Service Restaurants722513
  • Caterers722320
SIC code1 code
  • Retail-Eating & Drinking Places5810
Product category
Fast-Casual Dining
No data
GTM motion1 record

Each record includes

Type, Description, Source

Revenue model5 records
1Dine-in Food & Beverage Sales
TypeTransaction Fee
Description

Transaction-based sales from customers dining at FIELDTRIP's two restaurant locations in NYC. Customers purchase rice bowls with various protein and ingredient combinations.

fieldtripnyc.com
2Online Ordering
TypeTransaction Fee
Description

Direct online ordering through the company's website via Toast platform, allowing customers to place orders for pickup or delivery.

fieldtripnyc.com
3Catering Services
TypeTransaction Fee
Description

Corporate and event catering services for groups, with dedicated catering ordering portal.

fieldtripnyc.com
4Rice Money Loyalty Program
TypeTransaction Fee
Description

Loyalty program earning Rice Money points on in-person purchases, redeemable for discounts and exclusive offers.

fieldtripnyc.com
5Private Events
TypeTransaction Fee
Description

Hosting private events including birthday parties and business dinners at restaurant locations.

fieldtripnyc.com
Marketing channels4 records

Each record includes

Title, Type, Stage, Description, Source

Distribution channels4 records

Each record includes

Title, Type, Scope, Target buyer, Description, Source

Cost components5 values
Personnel, Supply Chain, Operations, Marketing or Sales, Technology or R&D
GTM typeB2C
B2C
Offering typeServices
Services
Brand1 record
1Rice Money Rewards
Description

FIELDTRIP's loyalty rewards program offering points for in-store visits that can be redeemed for exclusive discounts, special offers, and surprises.

fieldtripnyc.com
Core offering1 text field

FIELDTRIP is a chef-driven, fast-casual rice bowl restaurant concept founded by James Beard Award-winning Chef JJ Johnson, operating two dine-in locations in NYC (Harlem and Rockefeller Center). Its core offering is signature rice bowls featuring rice sourced from local and sustainable producers paired with bold ingredients reflecting flavors from the African diaspora, Asia, the Caribbean, and beyond. The company supplements dine-in service with online ordering via Toast, catering for groups and events, a loyalty rewards program (Rice Money Rewards), and private event hosting.

Differentiator
Functional benefit
Problem solved
Product overview1 text field

FIELDTRIP is a chef-driven, fast-casual rice bowl concept founded by James Beard Award-winning Chef JJ Johnson. The company's core product offering consists of signature rice bowls featuring rice sourced from local and sustainable producers, paired with bold ingredients reflecting flavors from the African diaspora, Asia, the Caribbean, and beyond. The business operates across two New York City locations (Harlem and Rockefeller Center) and offers supplementary services including online ordering (via Toast platform), catering for events, a loyalty rewards program called Rice Money Rewards, and private event hosting capabilities.

Product and service3 records
1FIELDTRIP Rice Bowls
CategoryFast-casual restaurant food
Description

Chef-driven, fast-casual rice bowl concept featuring rice sourced from local and sustainable producers, paired with bold ingredients reflecting flavors from the African diaspora, Asia, the Caribbean, and beyond. Sold to dine-in, online order, and catering customers at FIELDTRIP's NYC locations.

2Catering Services
CategoryCatering services
Description

Catering service for events and group dining, offering FIELDTRIP's rice bowls to corporate and group customers, ordered through a dedicated catering portal.

3Private Events
CategoryEvent hosting services
Description

Hosted private events at FIELDTRIP restaurant locations, including birthday parties and business dinners, arranged via an inquiry form on the website.

Scale indicator1 record

Each record includes

Type, Value, Description, Source

Partnership1 partner
1Toast
Strategic tierCoreTypeTechnology or Integration
Description

FIELDTRIP uses Toast POS and online ordering platform for point-of-sale transactions, online ordering, and loyalty rewards management across both restaurant locations.

Recent move6 records

Each record includes

Date, Type, Title, Description, Source

Expansion highlight6 records

Each record includes

Type, Description

Market position
Weaknesses5 records

Each record includes

Headline, Details, Source

Competitive moat3 records

Each record includes

Type, Details

Key risks5 records

Each record includes

Headline, Details, Source

Key highlights6 records

Each record includes

Headline, Details, Source

Customer concentration

Classification, Details

Segment1 record

Each record includes

Title, Type, Primary, Description, Pain point addressed, Use case, Source

Ideal customer profile2 records

Each record includes

Profile, Firmographic size, Sales motion, Sales cycle length, Buying structure, Purchase trigger, Buyer persona, Geography, Industry vertical, Primary use case, Description, Pain points, Evidence proof points, Target buyer

Technology focused
No
API detail
Has APIbool
No

Docs URL, Description

AI maturity
App detail

Has app

Core technology
Revenue estimate
Valuation estimate
Number of profiles
Profiles1 record

Each record includes

Name, Designation, Designation category, Overview, Profile commentary, Source

No data
No data
Funding overview

Funding stage, Last funding date, Total funding USD

Funding rounds

Each record includes

Round, Amount USD, Date, Pre money valuation, Total investors, Investors, News

Investors

Each record includes

Name, Type, Date of entry, Rounds participated, Website

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Each record includes

Name, Acquisition type, Announced date, Completed date, Status, Website, News

Investment

Each record includes

Name, Round, Announced date, Lead investor, Website, News

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

FIELDTRIP

Fast-Casual Diningfieldtripnyc.com

FIELDTRIP is a chef-driven, fast-casual rice bowl restaurant concept founded by James Beard Award-winning Chef JJ Johnson, operating two NYC locations in Harlem and Rockefeller Center with online ordering, catering, and private events.

What FIELDTRIP does

FIELDTRIP is a privately held, chef-driven fast-casual restaurant concept founded by James Beard Award-winning Chef JJ Johnson. The company's core product is signature rice bowls featuring rice sourced from local and sustainable producers, paired with bold ingredients reflecting flavors from the African diaspora, Asia, and the Caribbean. FIELDTRIP operates from two New York City locations: a flagship at 109 Lenox Avenue in Harlem and a second unit at 30 Rockefeller Plaza, Concourse Level, in Midtown Manhattan.

The business operates on a direct-to-consumer, transaction-based revenue model with multiple streams: dine-in counter service at both locations, online ordering for pickup and delivery powered by the Toast platform, catering services for groups and corporate events via an Olo-powered catering portal, a loyalty program called Rice Money Rewards (currently restricted to in-person visits), and private event hosting for birthdays and business dinners. FIELDTRIP uses Toast as its core POS and online ordering infrastructure across both restaurants, with additional integrations for maps and location services.

The company is privately held, headquartered in New York, and serves health-conscious urban diners seeking chef-quality, culturally rooted fast-casual meals. The brand is positioned around rice as a cultural connector, with marketing concentrated through its own website, the Toast ordering platform, a VIP email list, and word-of-mouth. No funding rounds, headcount figures, or revenue data are disclosed in the available source material.

FIELDTRIP firmographics

Firmographics
Name
FIELDTRIP
Legal name
FIELDTRIP
Website
https://fieldtripnyc.com
Company type
Private
Founded year
2019
Operating status
Operating
Headcount range
1–10 employees
Short description
FIELDTRIP is a chef-driven, fast-casual rice bowl restaurant concept founded by James Beard Award-winning Chef JJ Johnson, operating two NYC locations in Harlem and Rockefeller Center with online ordering, catering, and private events.
Ownership category
akta.pro rank

FIELDTRIP industry classification

Industry
Product category
Fast-Casual Dining
NAICS
Limited-Service Restaurants (722513), Caterers (722320)
SIC
Retail-Eating & Drinking Places (5810)
akta.pro primary industry
Farm-to-Table & Contemporary American Restaurants (THAFACAF)
akta.pro secondary industry
Off-Premise / Mobile Event Catering (THAHAKAD)

Keywords

  • Fast casual dining
  • Rice bowl restaurants
  • Chef-driven restaurants
  • Restaurant catering services
  • Private event hosting

Where FIELDTRIP is headquartered

Location

Headquarters

HQ city
New York
HQ country
United States
HQ region
North America

Offices2 records

Markets served

FIELDTRIP business model

Business model
GTM type
B2C
Offering type
Services
Cost components
Personnel, Supply Chain, Operations, Marketing or Sales, Technology or R&D

Revenue model

  1. Dine-in Food & Beverage Sales: Transaction-based sales from customers dining at FIELDTRIP's two restaurant locations in NYC. Customers purchase rice bowls with various protein and ingredient combinations.
  2. Online Ordering: Direct online ordering through the company's website via Toast platform, allowing customers to place orders for pickup or delivery.
  3. Catering Services: Corporate and event catering services for groups, with dedicated catering ordering portal.
  4. Rice Money Loyalty Program: Loyalty program earning Rice Money points on in-person purchases, redeemable for discounts and exclusive offers.
  5. Private Events: Hosting private events including birthday parties and business dinners at restaurant locations.

Go-to-market motion1 record

Distribution channels4 records

Marketing channels4 records

FIELDTRIP product offering

Product offering

Core offering

FIELDTRIP is a chef-driven, fast-casual rice bowl restaurant concept founded by James Beard Award-winning Chef JJ Johnson, operating two dine-in locations in NYC (Harlem and Rockefeller Center). Its core offering is signature rice bowls featuring rice sourced from local and sustainable producers paired with bold ingredients reflecting flavors from the African diaspora, Asia, the Caribbean, and beyond. The company supplements dine-in service with online ordering via Toast, catering for groups and events, a loyalty rewards program (Rice Money Rewards), and private event hosting.

Product overview

FIELDTRIP is a chef-driven, fast-casual rice bowl concept founded by James Beard Award-winning Chef JJ Johnson. The company's core product offering consists of signature rice bowls featuring rice sourced from local and sustainable producers, paired with bold ingredients reflecting flavors from the African diaspora, Asia, the Caribbean, and beyond. The business operates across two New York City locations (Harlem and Rockefeller Center) and offers supplementary services including online ordering (via Toast platform), catering for events, a loyalty rewards program called Rice Money Rewards, and private event hosting capabilities.

Differentiator

Problem solved

Functional benefit

Brands

  • Rice Money Rewards: FIELDTRIP's loyalty rewards program offering points for in-store visits that can be redeemed for exclusive discounts, special offers, and surprises.

Products and services

  • FIELDTRIP Rice Bowls Chef-driven, fast-casual rice bowl concept featuring rice sourced from local and sustainable producers, paired with bold ingredients reflecting flavors from the African diaspora, Asia, the Caribbean, and beyond. Sold to dine-in, online order, and catering customers at FIELDTRIP's NYC locations.
  • Catering Services Catering service for events and group dining, offering FIELDTRIP's rice bowls to corporate and group customers, ordered through a dedicated catering portal.
  • Private Events Hosted private events at FIELDTRIP restaurant locations, including birthday parties and business dinners, arranged via an inquiry form on the website.

Companies that use FIELDTRIP

Customer profile

Segments1 record

Ideal customer profiles2 records

FIELDTRIP technology and API

Technology

Technology focussed No

API detail

Has API
No
API docs
API detail

Core technology

AI maturity

App detail

FIELDTRIP partnerships and signals

Strategic signal

Partnerships

One partnership is on record.

  • ToastcoreTechnology or IntegrationFIELDTRIP uses Toast POS and online ordering platform for point-of-sale transactions, online ordering, and loyalty rewards management across both restaurant locations.

Scale indicators1 record

Recent moves6 records

Expansion highlights6 records

FIELDTRIP competitors and assessment

Company assessment

Market position

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

FIELDTRIP financial estimates

Financial estimate

Revenue estimate

Valuation estimate

FIELDTRIP leadership team

Management profile

Number of profiles

Profiles1 record

FIELDTRIP funding detail

Funding detail

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

FIELDTRIP M&A and investment

M&A and investment

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about FIELDTRIP

What does FIELDTRIP do?

FIELDTRIP is a chef-driven, fast-casual rice bowl restaurant concept founded by James Beard Award-winning Chef JJ Johnson, operating two dine-in locations in NYC (Harlem and Rockefeller Center). Its core offering is signature rice bowls featuring rice sourced from local and sustainable producers paired with bold ingredients reflecting flavors from the African diaspora, Asia, the Caribbean, and beyond. The company supplements dine-in service with online ordering via Toast, catering for groups and events, a loyalty rewards program (Rice Money Rewards), and private event hosting.

Is FIELDTRIP a public or private company?

FIELDTRIP is a private company. It is classified as unknown and is currently operating.

When was FIELDTRIP founded?

FIELDTRIP was founded in 2019. It employs 1 to 10 people.

Where is FIELDTRIP based?

FIELDTRIP is headquartered in New York, United States, in the North America region.

How does FIELDTRIP make money?

Five revenue lines are on record. Dine-in Food & Beverage Sales are the primary driver. The others are online Ordering, catering Services, rice Money Loyalty Program and private Events.

Does FIELDTRIP have an API?

No public API is recorded for FIELDTRIP.

What industry is FIELDTRIP in?

FIELDTRIP's product category is Fast-Casual Dining. Its primary akta.pro industry code is THAFACAF, Farm-to-Table & Contemporary American Restaurants, with a secondary code of THAHAKAD, Off-Premise / Mobile Event Catering. Its NAICS code is 722513 and its SIC code is 5810.

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Live signals
GlobeNewswireJames Beard Award-Winning Chef JJ Johnson Leads Effort to Combat SNAP Cuts in Harlem, Teaming Up with Edible Garden and Community PartnersEdible Garden AG announced its support for Chef JJ Johnson's initiative providing free meals to Harlem residents affected by SNAP benefit loss. Chef JJ's FIELDTRIP restaurant will serve up to 100 free meals daily, with Edible Garden and other partners contributing. The effort aims to ensure access to healthy, sustainable food during the government shutdown.GlobeNewswireJames Beard Award-Winning Chef JJ Johnson Leads Effort to Combat SNAP Cuts in Harlem, Teaming Up with Edible Garden and Community PartnersEdible Garden AG Incorporated announced its support for a community initiative led by James Beard award-winning Chef JJ Johnson to assist individuals in Harlem who have lost access to SNAP benefits. Chef JJ's restaurant FIELDTRIP is providing 100 free meals per day to those affected, with Edible Garden and other partners contributing to the effort. The initiative aims to address food insecurity during what is described as an uncertain period, with Edible Garden CEO Jim Kras emphasizing the company's alignment with Chef JJ's mission of food justice and accessibility to fresh, sustainable food.GlobeNewswireEdible Garden and Chef JJ Johnson Deliver Fresh Flavor and Sustainability to NYC with Earth Day Herb GiveawayEdible Garden and Chef JJ Johnson will give away USDA Organic potted herbs to guests at FIELDTRIP's three NYC locations on Earth Day, April 22. The initiative promotes sustainability and food equity, aligning with Edible Garden's Zero-Waste Inspired mission and Chef JJ's commitment to accessible, fresh ingredients.