A health-focused eatery built around meals made with seven ingredients or fewer is expanding in New York City this fall.
Rooted, owned by Lily Rivkin Friend, will open its second location at 581 Hudson St. in the West Village, joining its flagship in Flatiron.
“We wanted this space for spot one. Being fate, when we were ready for store two, I noticed it was still on the market and this time it worked out. It feels like kismet that we were able to open a year and a half later in the same space,” Rivkin Friend told Whatnow New York City.
The space will stay true to Rooted’s signature aesthetic, with an open kitchen at its center.
“We have floor to ceiling windows that will be great for showing how we’re rooted in transparency. You’ll be able to really see our kitchen team prepping because the kitchen is front facing,” she said.
The concept launched as a pop-up in summer 2023 and documented the realities of opening and operating a restaurant on TikTok and Instagram, building a loyal following along the way.
Rooted lets customers build a customizable “Bounty Box” by choosing a protein or legume and pairing it with a selection of sides. Rivkin Friend crafts every recipe herself.
Protein options include regular or peppercorn chicken and regular or peppercorn steak, while plant-based choices feature gigante beans, portobello mushroom caps and roasted cauliflower. Every ingredient is prepared with just olive oil, salt and pepper.
The lineup of sides features arugula with Parmesan, spaghetti squash, charred broccoli, roasted potatoes, white rice and brown rice. Seasonal offerings include lemony zucchini, charred asparagus, tomato salad, corn salad, carrot salad and summer slaw.
For first-time guests, she recommends the regular chicken with spaghetti squash and sweet potatoes, the restaurant’s best-selling combination.
Rivkin Friend said the seven-ingredients-or-fewer approach reflects the company’s values.
“It’s a nice way to stay true to ourselves and stay healthy, making sure we’re still providing simple and transparent meals,” she said.
The company has since sold more than 200,000 Bounty Boxes, showing strong demand for the concept.
Construction is underway at Rooted’s new West Village location. Visit the Rooted website and follow along on Instagram for the latest updates.
