Spicy Moon

What Spicy Moon does

Spicy Moon is a privately-held vegan Sichuan restaurant chain headquartered in New York City, operating four dine-in locations across Manhattan — East Village, West Village, Bowery, and Chelsea — with a fifth Brooklyn location announced. Founded in 2019, the company positions itself as the first fully vegan Sichuan restaurant in NYC, offering plant-based interpretations of authentic Chinese cuisine built on Sichuan flavor principles including the signature mála (numbing spice) sensation.

The company's product portfolio spans in-restaurant dining, a branded CPG line (Vegan Chili Crisp, Vegan Chili Oil, Vegan Sesame Paste, and Sweet Soy Sauce — all 100% vegan, non-GMO, and MSG-free), protein-rich hand-pulled sliced noodles, customizable Szechuan sauce kits, Dan Dan noodle kits, an in-house craft beer program (Rice Lager, IPA, Fruited Sour Ale, hard seltzer), and merchandise including organic-cotton apparel and a branded Leafy Guy plush doll. Sauces and food products are sold under proprietary formulations with shelf-stable packaging, enabling dual distribution through restaurant locations and retail/e-commerce channels.

Revenue is generated across seven streams: dine-in and takeout at four locations, direct e-commerce via spicymoonnyc.com, Goldbelly marketplace for nationwide shipping, catering handled through Toast Tab, private event space rental at the Bowery location, on-site craft beer sales, and a nascent wholesale sauce inquiry channel. The company uses Resy for reservations, DoorDash/order.online for delivery, Tripleseat and The Knot for event/wedding bookings, and Eventbrite/Partiful for ticketed community events. Spicy Moon is privately held with no disclosed external funding, no parent company, no identified subsidiary relationships, and no franchise operations.

Name

Spicy Moon

Legal name

Spicy Moon

Website

https://spicymoonnyc.com

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Short description

Spicy Moon is a privately-held vegan Sichuan restaurant chain operating four Manhattan dine-in locations (East Village, West Village, Bowery, Chelsea) with a Brooklyn site upcoming, serving plant-based Chinese cuisine alongside a branded line of sauces, noodle kits, craft beer, and merchandise sold via D2C, Goldbelly, and on-premise channels.

Ownership category

akta.pro rank

Product category

Vegan Sichuan Restaurant and Packaged Foods

NAICS

Mayonnaise, Dressing, and Other Prepared Sauce Manufacturing (311941)

SIC

Miscellaneous Food Preparations & Kindred Products (2090), Food And Kindred Products (2000)

akta.pro primary industry

Plant-Based & Vegan Fast Casual (THAFABAK)

akta.pro secondary industries

Hot Sauce & Chili Sauce Manufacturing (AFAKADAE), Noodle Manufacturing (instant, ramen, rice noodles) (AFAKABAC)

Keywords

• Vegan Sichuan restaurant
• Plant-based Chinese cuisine
• Vegan chili crisp
• Hand-pulled noodles
• Craft beer brewery

Headquarters

HQ city

New York

HQ country

United States

HQ region

North America

Offices5 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Restaurant Dine-In and Takeout: Four NYC restaurant locations (East Village, West Village, Bowery, Chelsea) generating revenue from dine-in, takeout, and delivery orders. Customers order via online platforms (order.online) or reservation system (Resy).
2. Direct E-Commerce (D2C): Online sales of sauces, noodles, apparel, and accessories through the company's own website (spicymoonnyc.com). Products shipped within the contiguous US.
3. Goldbelly Marketplace: Nationwide shipping of signature sauces, noodle kits, and food products via Goldbelly marketplace platform. Expands customer base beyond the New York City metropolitan area.
4. Catering Services: Corporate and private event catering services offered at Bowery, Chelsea, and West Village locations. Inquiries handled through Toast Tab invoice/lead system.
5. Private Events and Venue Rental: Event space rental at Bowery location ('Down The Rabbit Hole' event venue) for private bookings, wedding receptions, and corporate events.
6. Craft Beer and Beverages: On-site sales of proprietary craft beers (rice lager, IPA, fruited sour ale) and hard seltzer at restaurant locations.
7. Wholesale Sauce Distribution: Wholesale inquiry form available for businesses interested in carrying Spicy Moon sauces. Products include vegan chili crisp, sesame paste, sweet soy sauce, and chili oil in retail and bulk formats.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels7 records

Core offering

Spicy Moon runs a vegan Sichuan restaurant group with four Manhattan locations offering dine-in, takeout, and delivery of plant-based Sichuan cuisine. The company also sells a proprietary line of vegan sauces, hand-pulled noodles, sauce and noodle kits, branded apparel and accessories, and craft beer direct-to-consumer via its own website and through the Goldbelly marketplace for nationwide shipping.

Product overview

Spicy Moon is a vegan Sichuan restaurant operating four NYC locations (Bowery, Chelsea, West Village, East Village) plus an upcoming Brooklyn spot. The company offers a diversified product portfolio centered on plant-based Sichuan cuisine, including signature sauces (Vegan Chili Crisp, Vegan Chili Oil, Vegan Sesame Paste, Sweet Soy Sauce), noodle products (Protein-Rich Sliced Noodles, Dan Dan Noodle Kit), and customizable Sauce Kits. Additional offerings include craft beer, catering services, event space rental, and branded merchandise (hoodies, sweat pants, t-shirts, Leafy Guy plush doll, Mochi Flower Plate). Products are available for in-restaurant dining, nationwide shipping via Goldbelly, and retail purchase through the online shop.

Differentiator

Problem solved

Functional benefit

Products and services

• Vegan Chili Crisp (香辣拌飯醬) 6 oz vegan chili crisp sauce delivering heat, aroma, and texture, made with canola oil, soybean oil, ginger, garlic, Pixian doubanjiang, and Sichuan peppercorn. Sold retail for $14.95 and used in-restaurant. For home cooks and food enthusiasts seeking authentic Sichuan flavor.
• Vegan Szechuan Chili Oil (素川味紅油) 16 oz vegan chili oil delivering the má là (numbing) sensation, with bright and savory notes. Ingredients include canola oil, chili, ginger, spices, sesame, onion, leek, scallion, celery, and cilantro. For home cooks making Sichuan-style dishes.
• Vegan Sesame Paste (香醇芝麻醬) 6 oz rich and velvety vegan sesame paste ideal for cold noodles, dips, dressings, and vegetables. Made with sesame paste, corn oil, and sesame oil. Sold for $14.95. For home cooks and restaurants.
• Sweet Soy Sauce (香甜醬油) 5 oz classic savory and sweet sauce for marinating, dipping, or drizzling over vegetables and rice. Sold for $14.95. For home cooks seeking versatile Asian condiment.
• Protein-Rich Sliced Noodle (刀削麵) - Pack of 5 Hand-pulled Szechuan sliced noodles with 13g of protein per packet, made from wheat, water, and salt. Cooks in 8-10 minutes in boiling water. Sold as a pack of 5 for $12.95. For home cooks and restaurants.
• Dan Dan Noodle Kit Complete at-home kit for making Dan Dan noodles, sesame noodles, and wontons in chili oil. Includes Vegan Chili Crisp, Vegan Sesame Paste, Sweet Soy Sauce, and Sliced Noodles. Base kit makes more than 2 portions ($39.95); also available as Kit for 2 ($59.95) and Kit for 4 ($89.95). For home cooks.
• Spicy Moon Szechuan Sauce Kits Build-your-own duo kit with any two handcrafted vegan sauces (e.g., Sesame Paste + Chili Crisp, Chili Oil + Sweet Soy Sauce). Six mix-and-match combinations. Zero MSG, 100% vegan, and non-GMO. Priced at $23.95 per duo kit. For home cooks and gifting.
• Leafy Guy Soft and huggable plush doll with bright green leafy design, positioned as a cuddle buddy, desk mascot, or gift. Priced at $25.00. For fans of the brand and gift buyers.
• Spicy Moon Hoodie Hoodie made from certified organic sustainable cotton. Priced at $88.00. For brand fans and apparel shoppers.
• Spicy Moon Sweat Pants Sweat pants made from certified organic sustainable cotton, available in Pink. Priced at $70.00. For brand fans and apparel shoppers.
• WE DEFEND ANIMAL T-shirt T-shirt with 'WE DEFEND ANIMAL' messaging, available in sizes M, L, XL, and XXL. Made from certified organic sustainable cotton. Priced at $45.00. For brand fans and apparel shoppers.
• Mochi Flower Plate Decorative mochi flower plate listed at $5.00 (currently sold out). For fans of the brand and gift buyers.
• Craft Beer Program In-house craft beer selection comprising Rice Lager (ABV 4.8%), American IPA (ABV 6.0%), American Fruited Sour Ale with watermelon and strawberry (ABV 4.9%), and Tropical Sparkler Hard Seltzer (ABV 4.5%). Sold on-site at the four NYC restaurant locations. For dine-in and takeout beer customers.
• Restaurant Dining (Bowery, Chelsea, West Village, East Village) Vegan Sichuan restaurant operating four Manhattan locations (Bowery, Chelsea, West Village, East Village) offering dine-in, takeout, and delivery. Reservations managed via Resy, and online ordering via order.online and DoorDash. For local diners and visitors.
• Catering Services Catering services for events, private bookings, and weddings available at Bowery, Chelsea, and West Village locations. Inquiries handled through Toast Tab invoice/lead system. For event hosts, corporate clients, and private party organizers.
• Event Space Rental - 'Down The Rabbit Hole' (Bowery) Event space at the Bowery location called 'Down The Rabbit Hole', available for private events, weddings, receptions, and corporate gatherings. For event hosts, wedding planners, and corporate event organizers.

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Seven partnerships are on record, tiered minor and core.

• Kato Sake WorksminorGTM or Marketing Partner · 25 July 2026Spicy Moon hosted a pop-up event at Kato Sake Works in Brooklyn on July 25th, featuring Spicy Moon food, sake and sake cocktails, and a sake-infused dessert. Entry was free; the event ran from 2–8pm.
• GoldbellycoreChannel Partner/ Reseller/ DistributorGoldbelly serves as the primary nationwide distribution channel for Spicy Moon's packaged food products (sauces, noodle kits). Products are shipped nationwide with free shipping through the Goldbelly platform, significantly expanding the company's geographic reach beyond New York City.
• ResycoreGTM or Marketing PartnerSpicy Moon uses Resy's restaurant reservation platform for customer table bookings at all four NYC locations (Bowery, Chelsea, East Village, West Village), enabling reservation-based dine-in traffic acquisition.
• Toast TabcoreChannel Partner/ Reseller/ DistributorToast Tab handles catering inquiry management for Bowery, Chelsea, and West Village locations, as well as eGift card sales for all four locations. Toast Tab's invoice/lead system is used for B2B catering orders.
• AAPI Jazz CollectiveminorGTM or Marketing PartnerThe AAPI Jazz Collective performed live jazz at Spicy Moon's 'Mando Jazz Night' event — a love songs night with open jam session. The event featured plant-based Sichuan cuisine and was held at Spicy Moon West Village.
• EventbriteminorGTM or Marketing PartnerEventbrite is used as the ticketing platform for Spicy Moon's hosted events, such as the Double A Comedy Show, which included one free drink per ticket.
• PartifulminorGTM or Marketing PartnerPartiful is used as the event hosting/invitation platform for Spicy Moon events such as the Mando Jazz Night.

Scale indicators3 records

Recent moves7 records

Expansion highlights5 records

Broad incumbents

• Sweetgreen: Large US plant-forward fast-casual chain. Comparable to Spicy Moon in plant-based positioning and fast-casual service model, though far broader in cuisine (Mediterranean-leaning salads/bowls) and geographic scale.
• CAVA: Public fast-casual Mediterranean chain with strong plant-based options. Comparable to Spicy Moon as a scaled, technology-enabled fast-casual operator with growing CPG/dips-and-sauces retail line.
• Dig Food Group: NYC-based fast-casual concept serving vegetable-forward bowls and proteins. Comparable to Spicy Moon in NYC footprint, fast-casual service model, and vegetable-forward menu positioning.

Direct peers

• Mission Chinese Food: Sichuan-inspired Chinese restaurant brand with locations in NYC and other cities. Comparable to Spicy Moon in Sichuan cuisine focus and NYC dining presence, though not exclusively plant-based.
• Junzi Kitchen: New York-based Chinese fast-casual concept serving noodle bowls and bing wraps. Comparable to Spicy Moon as a Chinese-cuisine quick-service brand with a packaged-product extension and NYC presence.
• Veggie Grill: US plant-based fast-casual chain with multiple locations and packaged retail products. Comparable to Spicy Moon in plant-based positioning, multi-unit operation, and CPG extension.
• By Chloe: Plant-based fast-casual restaurant brand originally founded in NYC with a vegan menu and packaged retail products. Most directly comparable peer in terms of plant-based positioning, NYC origin, and CPG extension.
• Plant Power Fast Food: Multi-location vegan fast-food chain on the West Coast. Comparable to Spicy Moon as a fully vegan, multi-unit quick-service restaurant brand.
• Fly By Jing: Premium Sichuan chili crisp and condiment CPG brand that began as a restaurant-adjacent concept. Comparable to Spicy Moon's CPG sauces in product category, premium positioning, and Sichuan authenticity narrative.
• Xi'an Famous Foods: NYC-based Chinese fast-casual chain specializing in hand-pulled noodles and Sichuan-influenced northwestern Chinese cuisine. Closely comparable to Spicy Moon in cuisine category, NYC footprint, and fast-casual positioning.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights5 records

Customer concentration

• Instagraminstagram.com/spicymoonnyc/?hl=en
• LinkedInlinkedin.com/company/spicy-moon

Revenue estimate

Valuation estimate

Number of profiles

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 Spicy Moon