Rosemary's
Rosemary's is a founder-owned multi-location Italian restaurant brand under Casa Nela, operating full-service seasonal dining plus catering and private events across four dine-in locations in NYC and Miami, with a Tokyo outpost.
- Company typePrivate
- Founded2012
- HeadquartersNew York, United States
- Headcount51–100
- GTM typeB2C
- OfferingServices
What Rosemary's does
Rosemary's is a privately held, founder-owned Italian restaurant brand operating under the Casa Nela hospitality group, founded by Carlos Suarez in 2012 and inspired by his family kitchen traditions in Lucca. The company operates full-service seasonal Italian restaurants serving brunch, lunch, dinner, and happy hour at four primary locations: the flagship West Village (18 Greenwich Avenue), East Side/Stuytown (350 1st Avenue), Midtown East (825 Third Avenue), and Miami Wynwood (322 NW 25th St.), with an additional Tokyo location referenced. Revenue is generated primarily through on-premise dine-in service, supplemented by off-site catering (pick-up and drop-off delivery), in-restaurant private event hosting with capacities up to 300 guests, direct online ordering via BentoBox, and gift cards processed through Toast Tab.
The underlying operating model emphasizes farm-to-table sourcing through a flagship rooftop garden at the West Village location plus partnerships with Brooklyn Grange and McEnroe Organic Farm. Menu execution centers on housemade pastas, sourdough pizzas cooked in a woodburning oven (featured at East Side and Midtown), and seasonal Italian small plates. Supporting infrastructure includes Resy for reservations, TripleSeat for event booking, and Canva-hosted digital menus, with no proprietary technology stack or AI/ML capabilities disclosed. The brand has cultivated earned media presence in NY Times, Forbes, Eater, Time Out, Haute Living, and Miami Herald, plus an HBO placement in And Just Like That..., which functions as a top-of-funnel demand channel alongside Instagram and the company blog.
The go-to-market motion is direct-to-consumer, anchored by neighborhood presence, social media, press coverage, and word-of-mouth across four differentiated customer segments: local neighborhood residents, Midtown business professionals, private event hosts (8-300 guests), and tourists. Pricing is pay-as-you-go for dining, with private event minimums ranging from $1,500 to $10,000 depending on space, daypart, and location. Founder ownership under Casa Nela, absence of disclosed institutional capital, and a 51-100 employee headcount indicate an internally financed growth profile with no publicly disclosed revenue.
Rosemary's firmographics
Firmographics- Name
- Rosemary's
- Website
- https://rosemarysnyc.com
- Company type
- Private
- Founded year
- 2012
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- Rosemary's is a founder-owned multi-location Italian restaurant brand under Casa Nela, operating full-service seasonal dining plus catering and private events across four dine-in locations in NYC and Miami, with a Tokyo outpost.
- Ownership category
- akta.pro rank
Rosemary's industry classification
Industry- Product category
- Full-service Italian restaurant
- NAICS
- Full-Service Restaurants (722511), Restaurants and Other Eating Places (72251), Caterers (722320), Food Services and Drinking Places (722)
- SIC
- Retail-Eating & Drinking Places (5810), Retail-Eating Places (5812)
- akta.pro primary industry
- All-Day Dining Restaurants (THAFACAJ)
- akta.pro secondary industries
- Farm-to-Table & Contemporary American Restaurants (THAFACAF), Special Occasion & Destination Restaurants (THAFACAK)
Keywords
Where Rosemary's is headquartered
LocationHeadquarters
- HQ city
- New York
- HQ country
- United States
- HQ region
- North America
Offices4 records
Markets served
Rosemary's business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Supply Chain, Operations, Marketing or Sales, Infrastructure, Others
Revenue model
- Dine-in Restaurant Service: Full-service restaurant offering seasonal Italian brunch, lunch, and dinner across multiple locations. Revenue generated from food and beverage sales during regular service hours.
- Catering Services: Off-site catering for corporate events, birthdays, and social gatherings with customized Italian menus featuring fresh pasta, sandwiches, salads. Offers both pick-up and drop-off delivery services 7 days a week.
- Private Event Hosting: In-restaurant private dining rooms and event spaces available for booking. Venues accommodate groups from 8-300 guests with customizable Italian menus and beverage packages. Minimums range from $1,500-$10,000 depending on space and location.
- Online Ordering / Takeout: Takeout and delivery service through online ordering platform, allowing customers to order menu items for pickup or delivery.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Pay-as-you-go | Thanksgiving Prix Fixe Menu |
| One time/ perpetual license | Pay-as-you-go | Miami Private Event Minimums |
| One time/ perpetual license | Pay-as-you-go | West Village Private Event |
| One time/ perpetual license | Pay-as-you-go | East Side Private Event Minimums |
| One time/ perpetual license | Pay-as-you-go | Midtown Private Event Minimums |
| Subscription | Monthly | 567 Happy Hour Miami |
Go-to-market motion1 record
Distribution channels6 records
Marketing channels6 records
Rosemary's product offering
Product offeringCore offering
Rosemary's operates a multi-location seasonal Italian restaurant chain offering dine-in brunch, lunch, and dinner service across four primary locations (West Village, East Side, Midtown in New York City, and Miami Wynwood), complemented by off-site catering, private event hosting, and online ordering for takeout/delivery. The restaurants emphasize farm-to-table ingredients sourced from on-site rooftop gardens (at West Village and Miami) and partnerships with local farms including Brooklyn Grange and McEnroe Organic Farm.
Product overview
Rosemary's is a multi-location seasonal Italian restaurant chain offering dine-in services across four primary locations (West Village, East Side, Midtown in New York City, and Miami Wynwood), with an additional Tokyo location mentioned. The core offering is full-service Italian dining featuring brunch, lunch, and dinner with housemade pastas, sourdough pizzas from woodburning ovens, and fresh seafood. The portfolio includes the flagship restaurant services, a catering division (Catering), online ordering capabilities, and gift cards. Private event hosting is offered as distinct modules at each location—West Village accommodates up to 130 standing, East Side offers multiple rooms including The Greenhouse, Pantry, Wine Bar Lounge, and Speakeasy with combined capacity up to 200 standing, Midtown features The Communal Table, Wine Bar, and The Gallery, and Miami provides The Veranda, Terrace, Outdoor Bar, and various buyout options up to 300 standing. Supporting services include a rooftop farm at the West Village producing ingredients for the menu, and an Inciardi Mini Print Machine art installation at the East Side. Online presence is managed through BentoBox with integrations to Resy for reservations, Toast Tab for gift cards, TripleSeat for event booking, and Canva for menu distribution.
Differentiator
Problem solved
Functional benefit
Quantifiable outcome
- Neighborhood institution status in West Village since 2012
- +1 more outcomes
Companies that use Rosemary's
Customer profileSegments4 records
Ideal customer profiles4 records
Rosemary's technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration7 records
Feature3 records
Rosemary's partnerships and signals
Strategic signalPartnerships
Eight partnerships are on record, tiered core and minor.
- Brooklyn GrangecoreLocal farm partnership for sustainable ingredient sourcing. Brooklyn Grange is a leading urban farming organization providing fresh, locally-grown produce to support Rosemary's farm-to-table philosophy.
- McEnroe Organic FarmcoreOrganic farm partnership supplying fresh organic produce for the restaurant's seasonal Italian menu, supporting the commitment to sustainable and quality ingredients.
- PS41minorPartnership with PS41 (P.S. 41 elementary school) for community engagement and environmental stewardship initiatives.
- God's Love We DeliverminorPartnership with God's Love We Deliver, a nonprofit organization that prepares and delivers meals to people living with severe illness, supporting community service initiatives.
- Edible Schoolyard NYCminorPartnership with Edible Schoolyard NYC, an organization dedicated to teaching children about food, gardening, and cooking to foster healthy eating habits and environmental awareness.
- BeansIsHowminorPartnership with BeansIsHow, an organization promoting beans as a sustainable and nutritious food source, supporting the restaurant's sustainability values.
- Ana Inciardi / Inciardi PrintsminorMini print vending machine featuring Ana Inciardi's artwork installed at Rosemary's East location. The prints feature spritzes, lemons, negronis, and Rosemary's-themed designs, priced at $1 each. Ana Inciardi is a Brooklyn-born, Maine-based printmaker whose machines are also found at Books Are Magic, The Whitney, and other beloved spaces.
- The National Center for Accessible Media at WGBH (NCAM)minorPartnership with NCAM to test digital content accessibility using screen readers, screen magnifiers, and other assistive technologies, ensuring compliance with Section 508 Web Accessibility Standards and W3C Web Content Accessibility Guidelines 2.0.
Scale indicators3 records
Recent moves11 records
Expansion highlights4 records
Rosemary's competitors and assessment
Company assessmentDirect peers
- Lilia: Missy Robbins Italian pasta-focused restaurant in Williamsburg offering handmade pasta and wood-fired dishes; comparable in craft-Italian positioning, dinner-driven service model, and high-end neighborhood pricing.
- Quality Italian: NYC upscale Italian-American steakhouse-style concept with locations in Manhattan and Denver; comparable in premium Italian positioning, group/private dining focus, and multi-city footprint strategy.
- Sant Ambroeus: Multi-location NYC Italian restaurant and cafe with locations in SoHo, Madison Avenue, Southampton, and East Hampton; comparable as an upscale multi-unit Italian dining concept serving both neighborhood and event clientele.
- Il Buco / Il Buco Alimentari: NoHo Italian restaurant and adjacent alimentari market with a farm-to-table sourcing ethos and event hosting; highly comparable in ingredient-driven Italian positioning and event space capabilities.
- Carbone: Greenwich Village Italian-American destination known for upscale Italian cuisine and private event business; directly comparable on Greenwich Village location, Italian menu, and large-scale event hosting.
- Via Carota: West Village neighborhood Italian restaurant from Jody Williams and Rita Sodi with a similar rustic, garden-ingredient sensibility and loyal local following; the closest direct comparison for Rosemary's flagship concept and customer base.
Broad incumbents
- Major Food Group (Carbone, Torrisi, Sadelle's parent): Hospitality group behind Carbone and other high-end Italian-American restaurants; comparable as a multi-unit upscale Italian dining operator with strong event/private dining revenue and NYC presence.
- Eataly: Italian marketplace with full-service restaurants, counters, and retail; operates multi-location NYC and global flagship dining concepts that overlap with Rosemary's Italian dining, sourcing, and event business.
Regional players
- Macchialina: Italian restaurant in Miami Beach focused on handmade pasta and rustic Italian cuisine; comparable on craft Italian menu and farm-sourcing emphasis, though operating in a different Miami neighborhood.
- Casa Tua Miami: Upscale Italian restaurant and boutique hotel in Miami's Brickell area; comparable as a premium Italian dining and event-hosting brand, though operating in a different Miami submarket (Brickell vs. Rosemary's Wynwood).
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks5 records
Key highlights6 records
Customer concentration
Rosemary's social profiles
Digital presenceRosemary's compliance and trust
Trust signalCompliance2 records
Rosemary's financial estimates
Financial estimateRevenue estimate
Valuation estimate
Rosemary's leadership team
Management profileNumber of profiles
Profiles1 record
Rosemary's funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Rosemary's M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Rosemary's
What does Rosemary's do?
Rosemary's operates a multi-location seasonal Italian restaurant chain offering dine-in brunch, lunch, and dinner service across four primary locations (West Village, East Side, Midtown in New York City, and Miami Wynwood), complemented by off-site catering, private event hosting, and online ordering for takeout/delivery. The restaurants emphasize farm-to-table ingredients sourced from on-site rooftop gardens (at West Village and Miami) and partnerships with local farms including Brooklyn Grange and McEnroe Organic Farm.
Is Rosemary's a public or private company?
Rosemary's is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Rosemary's founded?
Rosemary's was founded in 2012. It employs 51 to 100 people.
Where is Rosemary's based?
Rosemary's is headquartered in New York, United States, in the North America region.
How does Rosemary's make money?
Four revenue lines are on record. Dine-in Restaurant Service is the primary driver. The others are catering Services, private Event Hosting and online Ordering / Takeout.
Who are Rosemary's's main competitors?
Direct peers on record are Lilia, Quality Italian, Sant Ambroeus, Il Buco / Il Buco Alimentari, Carbone and Via Carota. Broad incumbents are Major Food Group (Carbone, Torrisi, Sadelle's parent) and Eataly. Regional players are Macchialina and Casa Tua Miami.
Does Rosemary's have an API?
No public API is recorded for Rosemary's.
What industry is Rosemary's in?
Rosemary's's product category is Full-service Italian restaurant. Its primary akta.pro industry code is THAFACAJ, All-Day Dining Restaurants, with a secondary code of THAFACAF, Farm-to-Table & Contemporary American Restaurants. Its NAICS code is 722511 and its SIC code is 5810.