Hidden City Loft & Catering

What Hidden City Loft & Catering does

Hidden City Loft & Catering (legal name Hidden City NYC) is a privately held, full-service catering and event production company founded in 2000/2001 and headquartered at 136 East 24th Street in Manhattan's Flatiron/NoMad district. The company serves corporate, institutional, and social event clients across the NYC metro area, offering a vertically integrated service stack that includes gourmet catering (delivery and full-service), an owned event venue (Hidden City Loft) with capacity for up to 75 guests, floral arrangements, custom balloon décor, custom cakes, and forthcoming photography services. Named clients include the City University of New York, Baruch College, Columbia University, American Cancer Society, and Rivian.

The business model combines three revenue streams: catering services (project-based pricing with publicly disclosed per-unit pricing for individual breakfast/lunch boxes ranging from $14.95 to $28.95), event venue rental (custom-quoted for corporate retreats, weddings, and milestone celebrations), and event production services (floral, balloon, and full event management). The company is MBE (Minority Business Enterprise) certified and is independently owned and operated by co-founder Veronica Romero (Director of Operations) and manager Erica Latham, with no institutional investors or parent company disclosed.

The go-to-market is sales-led and event-driven: client acquisition runs through direct website inquiry and phone (212-979-6161), supplemented by in-person venue tours at the Loft, organic social content on Instagram and Facebook, blog publishing, and video showcases of past events. The owned Manhattan venue functions as the principal differentiator versus pure-play caterers, enabling bundled venue-plus-catering packages. The company has no disclosed app, no API, and no proprietary technology platform beyond its Wix-hosted marketing site.

Name

Hidden City Loft & Catering

Legal name

Hidden City NYC

Website

https://hiddencitynyc.com

Company type

Private

Founded year

2000

Operating status

Operating

Headcount range

1–10 employees

Short description

Hidden City Loft & Catering is a Manhattan-based full-service catering and event production company, serving corporate, institutional, and social clients across NYC with bundled catering, owned venue, and décor services.

Ownership category

akta.pro rank

Product category

Event Catering Services

NAICS

Caterers (722320)

akta.pro primary industry

Full-Service Catering (Off-Premise) (HSACAGAA)

Keywords

• Full-service catering
• Event venue rental
• Corporate event catering
• Event production services
• Institutional catering

Headquarters

HQ city

New York

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Supply Chain, Marketing or Sales, Infrastructure, Others

Revenue model

1. Catering Services: Full-service catering for corporate, institutional, and social events including gourmet menus, delivery, and on-site service with options ranging from boxed meals to full plated dinners.
2. Event Venue Rental: Rental of Hidden City Loft event space in Manhattan for corporate retreats, seminars, panels, weddings, and milestone celebrations with capacity up to 75 guests.
3. Event Production Services: Full-service event production including décor, floral arrangements, balloon installations, photography, and event management services.

Pricing tiers

Go-to-market motion2 records

Distribution channels2 records

Marketing channels4 records

Core offering

Hidden City Loft & Catering provides full-service off-premise catering for corporate, institutional, and social events in New York City, featuring expert chefs, planners, and designers who craft gourmet menus, floral décor, and complete event management from delivery-only catering to fully produced event experiences. The company also operates Hidden City Loft, an owned Manhattan event venue in the Flatiron/NoMad district with capacity up to 75 guests, enabling bundled venue-plus-catering packages for corporate retreats, seminars, weddings, and milestone celebrations.

Product overview

Hidden City Loft & Catering is a catering and event planning company offering a comprehensive suite of services centered around its core catering product and event venue. The primary offerings include full-service catering (corporate, institutional, and social events) and the Hidden City Loft event space in Manhattan's Flatiron/NoMad district. Supporting the core catering business, the company provides add-on services including Individual Box Menu (pre-packaged meeting catering), Boardroom Meeting Package, Continental Breakfast Package, Custom Cakes, Flower Arrangements, Balloons & Décor, Full Event Production, and Photography (coming soon). The venue and catering are designed to work together under one roof, offering a unified experience for events ranging from 20-75 guests, with catering available for delivery or full-service at the venue.

Differentiator

Problem solved

Functional benefit

Products and services

• Hidden City Catering

Named customers5 records

Segments1 record

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Three partnerships are on record, tiered core and flagship.

• Baruch College - Party en la PlazacoreStrategic or Co-development Partner · 1 January 2025Provided balloon decorations and event support for Latinx Heritage Month celebration, creating colorful installations that set the festive tone for student and faculty gatherings.
• NYFW AM (New York Fashion Week AM)flagshipStrategic or Co-development Partner · 1 January 2024Hidden City Catering provided catering services for NYFW AM 2024, delivering an unforgettable experience with creativity, professionalism, and style. They complemented fashion events aboard a vessel with exquisite flavors and impeccable presentations.
• Marxe School of Public and International Affairs at Baruch CollegecoreStrategic or Co-development Partner · 1 January 2024Contributed high-end gourmet catering services for the 30th Anniversary celebration, designing food stations that reflected commitment to quality and professionalism.

Scale indicators3 records

Recent moves6 records

Expansion highlights4 records

Broad incumbents

• Aramark: Global food-service, hospitality and corporate-event operator with deep NYC institutional presence — competes for the same corporate and institutional catering RFPs at much larger scale.
• Restaurant Associates (Compass Group): Major NYC corporate caterer owned by Compass Group serving workplaces, museums and cultural institutions — direct overlap on institutional and corporate-event accounts with significantly broader portfolio.

Direct peers

• Union Square Events: NYC event and catering operation tied to landmark venues, serving corporate, cultural and high-end social events — direct comparable on full-service production plus venue partnership.
• Sterling Affairs Caterers: NYC luxury event production and catering company covering weddings, corporate galas, and milestone events — comparable boutique, full-service offering targeting overlapping buyers.
• Pier Sixty Collection: Manhattan waterfront operator (Pier Sixty and The Lighthouse) offering integrated venue, catering and full production for corporate and social events — direct competitor for premium NYC event commissions.
• Abigail Kirsch Catering: Premier NYC caterer operating multiple owned venue locations combined with full-service catering and event production — the closest one-roof analog to Hidden City Loft & Catering's integrated model.
• Great Performances: NYC-based, female-founded catering and events company serving corporate, cultural and social clients across Manhattan — competes head-to-head with Hidden City for the same institutional and corporate-event roster.
• Sonnier & Castle: Boutique NYC-based catering company serving corporate and social clients across Manhattan with full event production — same SMB-scale, boutique-catering competitive set.
• Cipriani America: Iconic NYC/Italian event venue and catering brand serving luxury corporate, fashion and social events — competes for the same high-end Manhattan cultural and corporate commissions as Hidden City.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/Hidden-City-Catering-109249193780312
• Instagraminstagram.com/hiddencitynewyork
• LinkedInlinkedin.com/company/hidden-city-loft-and-catering

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

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

M&A

Investments

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

Frequently asked questions about Hidden City Loft & Catering