Edith’s
- Company typePrivate
- Founded2020
- HeadquartersNew York, United States
- Headcount11–50
- GTM typeB2C
- OfferingServices
What Edith’s does
Edith's is a New York City-based restaurant brand operating four brick-and-mortar locations across Brooklyn and Manhattan under two formats: the Sandwich Counter (walk-up/takeout) and the Eatery & Grocery (full-service restaurant combined with a curated grocery section). Founded by Elyssa Heller in February 2020 as a pandemic pop-up at Paulie Gee's pizzeria in Greenpoint with $8,000 in initial capital, the company has scaled to 20+ employees and four storefronts — 495 Lorimer Street and 312 Leonard Street in Williamsburg, 64 Charles Street in the West Village, and 135 W Broadway in Tribeca. The menu centers on Jewish comfort food interpreted through a global diaspora lens (Sephardic, Ashkenazic, Middle Eastern influences), with signature items including house-made malawach, house-smoked pastrami and salmon, the BEC&L sandwich, and the Brooklyn-viral Iced Café Slushie.
The business generates revenue through four streams: in-person dining and takeout at locations, online ordering for pickup via Toasttab, customizable catering packages booked through EZCater with delivery across most of Brooklyn and Manhattan, and e-gift cards usable at any location. Pricing is unit-level à la carte, with bagels at $2.75 and specialty schmears at $2.75 as entry points. The customer base skews toward local Brooklyn and Manhattan residents, NYC food enthusiasts, and SMB/inividual catering clients, with brand awareness amplified through earned media coverage (NY Times, Food & Wine, Eater NY, The New Yorker, Forbes, Bloomberg, Condé Nast Traveler) and pop-up partnerships with Nordstrom NYC, Delta Sky Club at JFK, and a rotating cross-city sandwich-shop collaboration series beginning in 2025.
Operationally, Edith's runs on standard restaurant-industry SaaS (Toasttab, EZCater, Resy) with no proprietary technology stack, no AI/ML capabilities, and no third-party model integrations. The company's economic moat rests on brand recognition, a proprietary global-Jewish-diaspora recipe library, retained founding chef talent, and a multi-borough physical footprint. The company remains privately held by founder Elyssa Heller with a single $294,000 capital infusion in August 2024 following the original $8,000 seed.
Edith’s firmographics
Firmographics- Name
- Edith’s
- Legal name
- Edith's Brooklyn
- Website
- https://edithsbk.com
- Company type
- Private
- Founded year
- 2020
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Ownership category
- akta.pro rank
Edith’s industry classification
Industry- Product category
- Casual Dining Restaurants
- NAICS
- Full-Service Restaurants (722511), Limited-Service Restaurants (722513)
- SIC
- Retail-Eating Places (5812), Retail-Eating & Drinking Places (5810)
- akta.pro primary industry
- Family-Style Restaurants (THAFACAC)
Keywords
Where Edith’s is headquartered
LocationHeadquarters
- HQ city
- New York
- HQ country
- United States
- HQ region
- North America
Offices4 records
Markets served
Edith’s business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Supply Chain, Marketing or Sales, Infrastructure
Revenue model
- In-Person Dining and Takeout: Revenue from customers dining at locations or ordering takeout at sandwich counters and eatery
- Online Ordering: Online orders through Toasttab platform for pickup at various locations
- Catering Services: Customizable catering packages with platters, boxed meals, sandwiches and wraps, and beverages for events. Orders placed via EZCater or contact form.
- Gift Cards: E-gift cards sold through Toasttab that work across all locations
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Individual menu items priced per item |
| Unit Pricing | Pay-as-you-go | Gift cards available in variable amounts |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels4 records
Edith’s product offering
Product offeringCore offering
Edith's is a New York City restaurant brand that serves scratch-made Jewish-inspired comfort food across multiple brick-and-mortar locations, including walk-up sandwich counters in Williamsburg and Manhattan and a combined full-service restaurant and curated grocery store in Brooklyn. Its menu centers on bagels, sandwiches, wraps, breakfast items, deli-style dishes, and signature drinks such as the Iced Cafe Slushie. The brand also offers customizable catering packages for events and sells e-gift cards redeemable across all locations.
Product overview
Edith's is a next generation comfort food brand offering Jewish-inspired cuisine with global twists. The business operates two distinct service formats: Edith's Sandwich Counter (a walk-up take-out shop serving breakfast and lunch sandwiches, bagels, wraps, and specialty drinks like the viral Iced Cafe Slushie) and Edith's Eatery & Grocery (a full-service restaurant combined with a curated grocery store featuring Jewish food staples from around the diaspora).
Differentiator
Problem solved
Functional benefit
Products and services
- Edith's Sandwich Counter Walk-up and take-out sandwich shop serving signature scratch-made sandwiches, bagels, wraps, slushies, and homemade sides and salads for breakfast and lunch daily. Operates multiple locations across Brooklyn and Manhattan.
- Edith's Eatery & Grocery Full-service restaurant and grocery store combining dine-in seating with a curated grocery section featuring Jewish food staples, specialty items, and delicatessen products from the global Jewish diaspora. Seats approximately 20 guests.
- Catering & Events
Quantifiable outcome
- Daily sell-outs reported during initial pop-up phase
- +1 more outcomes
Companies that use Edith’s
Customer profileNamed customers4 records
Segments3 records
Ideal customer profiles3 records
Edith’s technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration3 records
Feature4 records
Edith’s partnerships and signals
Strategic signalPartnerships
Six partnerships are on record, tiered notable, planned and flagship.
- Middle Child (Philadelphia)notableBeloved Philly sandwich shop Middle Child partnered with Edith's for a pop-up at both Edith's locations in Williamsburg and West Village. This collaboration launched a seasonal series of sandwich partnerships at Edith's.
- Revelie, Saltie Girl, Wiener’s Circle, Ivan Ramen (Upcoming)plannedEdith's announced upcoming sandwich partnerships as part of seasonal series: Revelie (Raoul's sibling luncheonette) in May, Saltie Girl (Boston) in June, Wiener's Circle (Chicago) in July, and Ivan Ramen special creation in August.
- Nordstrom NYCflagshipEdith's Sandwich Counter opened a limited-time pop-up restaurant at Nordstrom NYC flagship store on lower level 2. Launched November 1, 2023 through January 3, 2024. Served iconic items including Iced Café Slushie, BEC&L sandwich, and The Edith (pastrami sandwich). Pop-up at Jeannie's and Burger Bar counters.
- Delta Sky Club JFKflagshipEdith's owner Elyssa Heller served items from Delta Sky Club Terminal 4 at JFK airport as part of Delta's Local Flavor program highlighting local chefs. Featured brisket hash sandwich, vegetarian latkes, labneh parfait, and the famous Iced Café Slushie. Three-month residency through end of September 2023.
- Tiny's (Tribeca)notableEdith's Sandwich Counter took up weekday residency at Tiny's, a restaurant on West Broadway in Tribeca. Operated as a to-go only setup in the doorway of the restaurant during quiet daytime hours, serving breakfast and lunch daily Monday to Friday.
- Peter Pan Donut & Pastry ShopnotableEdith's partnered with Greenpoint staple Peter Pan Donut to create a unique Iced Cafe Coffee & Tahini doughnut. The collaboration celebrated Edith's turning two years old. Sour cream cake doughnut topped with Turkish & Greek coffee glaze and creamy tahini, designed to resemble Edith's iced coffee slushie. Available at both Edith's locations on weekdays and at Peter Pan on weekends.
Scale indicators6 records
Recent moves8 records
Expansion highlights5 records
Edith’s competitors and assessment
Company assessmentDirect peers
- 2nd Ave Deli: Established NYC kosher Jewish deli with multiple Manhattan locations. Direct peer in the Jewish deli category, offering traditional deli sandwiches, soups, and Jewish comfort food. Comparable product offering with more traditional positioning versus Edith's modernized take.
- Mile End Deli: Montreal-style smoked meat deli with Brooklyn roots. Directly comparable as a next-generation Jewish deli specializing in house-smoked meats and updated deli sandwiches, with multiple locations and retail products. Similar product DNA (house-smoked pastrami, Jewish deli sandwiches).
- Frankel's Delicatessen: Brooklyn-based modern Jewish deli in Greenpoint. Closest geographic and conceptual peer to Edith's: a next-generation Jewish deli with house-cured meats, updated Jewish comfort food, and a similar Brooklyn neighborhood vibe. Directly competes for the same Williamsburg/Greenpoint customer.
- Russ & Daughters: Iconic NYC Jewish appetizing store and cafe. Most direct comparable: a heritage Jewish food brand with multiple NYC locations, retail counter service, catering, and e-commerce for Jewish pantry staples. Competes for the same Jewish food enthusiast customer base.
- Katz's Delicatessen: Legendary NYC Jewish deli on the Lower East Side. Direct peer in the Jewish deli category, with counter service, house-cured meats, sandwich-focused menu, and strong media brand recognition. Comparable target customer (food tourists and locals seeking Jewish deli classics).
- Black Seed Bagels: NYC wood-fired bagel shop with multiple locations across Manhattan and Brooklyn. Direct peer in the bagel/sandwich counter format, with similar grab-and-go positioning, premium price points, and craft-focused menu. Competes for the same breakfast/lunch customer in overlapping neighborhoods.
Regional players
- Joe's Pizza: Iconic NYC counter-service food brand with multiple locations. Comparable as a multi-location NYC grab-and-go food brand with strong media recognition, premium positioning, and a cult following. Differs in category (pizza vs. Jewish deli) but similar operational and brand profile.
Emerging players
- Court Street Grocers: Brooklyn-based sandwich shop and small grocery with multiple locations. Comparable in operating a sandwich counter plus curated retail grocery format in Brooklyn, with a similar craft food positioning and neighborhood customer base.
- Morgenstern's Finest Ice Cream: NYC specialty food brand built around a single viral product (premium ice cream) with multiple Manhattan locations and a national cult following. Comparable as a small NYC specialty food brand that scaled via Instagram virality, food media coverage, and counter-service retail format.
Broad incumbents
- Sadelle's: High-end NYC Jewish-inspired breakfast and lunch concept from Major Food Group. Comparable in serving Jewish-influenced breakfast/lunch fare in a destination setting with strong brand recognition, but operates at a more upscale sit-down price point and is part of a larger hospitality group.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
Edith’s social profiles
Digital presenceEdith’s financial estimates
Financial estimateRevenue estimate
Valuation estimate
Edith’s leadership team
Management profileNumber of profiles
Profiles3 records
Edith’s funding detail
Funding detailFunding overview
Funding rounds1 record
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Edith’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 Edith’s
What does Edith’s do?
Edith's is a New York City restaurant brand that serves scratch-made Jewish-inspired comfort food across multiple brick-and-mortar locations, including walk-up sandwich counters in Williamsburg and Manhattan and a combined full-service restaurant and curated grocery store in Brooklyn. Its menu centers on bagels, sandwiches, wraps, breakfast items, deli-style dishes, and signature drinks such as the Iced Cafe Slushie. The brand also offers customizable catering packages for events and sells e-gift cards redeemable across all locations.
Is Edith’s a public or private company?
Edith’s is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Edith’s founded?
Edith’s was founded in 2020. It employs 11 to 50 people.
Where is Edith’s based?
Edith’s is headquartered in New York, United States, in the North America region.
How does Edith’s make money?
Four revenue lines are on record. In-Person Dining and Takeout is the primary driver. The others are online Ordering, catering Services and gift Cards.
Who are Edith’s's main competitors?
Direct peers on record are 2nd Ave Deli, Mile End Deli, Frankel's Delicatessen, Russ & Daughters, Katz's Delicatessen and Black Seed Bagels. Joe's Pizza is listed as a regional player. Emerging players are Court Street Grocers and Morgenstern's Finest Ice Cream. Sadelle's is listed as a broad incumbent.
Does Edith’s have an API?
No public API is recorded for Edith’s.
What industry is Edith’s in?
Edith’s's product category is Casual Dining Restaurants. Its primary akta.pro industry code is THAFACAC, Family-Style Restaurants. Its NAICS code is 722511 and its SIC code is 5812.