ROSTO opened in Tenafly, New Jersey, featuring one of the few fully wood-fired rotisserie setups indoors in the country, led by chef Nitzan Raz, whose résumé spans Jean-Georges and Nobu Tribeca. The concept sources pasture-raised, antibiotic-free chicken from Amish farms and offers whole birds for $29 alongside sides such as Jerusalem artichokes with za'atar and caramelized cabbage.
The launch reflects a broader shift as rising beef prices push chefs toward chicken-centric menus. Beef costs rose 10.7% in 2026, compared with just 1% for poultry, amid a 75-year low in the U.S. cattle herd. ROSTO joins a wave of chef-driven rotisserie concepts, including Johnny's and Mister Cheeks in Brooklyn.
Its compact 800-square-foot footprint and off-premise-heavy sales model, led by CEO Jonathan Krieger, aim to bring the trend into the suburbs. ROSTO signals how quality-focused, chef-led concepts are betting there is real appetite for a more elevated alternative in that same everyday occasion.
Chef-Driven Rotisserie Concepts
ROSTO Has Brought Wood-Fired Rotisserie to the New Jersey Suburbs
Trend Themes
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Elevated Rotisserie Dining — Chef-led poultry concepts are transforming a familiar comfort format into a premium everyday meal category with room for differentiated sourcing, technique, and flavor systems.
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Wood-fired Fast Casual — Indoor live-fire equipment is giving compact restaurant formats a sensory edge, creating potential for scalable concepts that blend craft cooking with fast-casual convenience.
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Chicken-centric Menus — Rising beef costs and poultry price stability are shifting menu innovation toward chicken as a versatile protein platform for value-conscious yet quality-seeking diners.
Industry Implications
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Fast-casual Restaurants — Smaller footprints and off-premise-heavy models are expanding how chef-driven brands can reach suburban markets without the cost structure of full-service dining.
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Specialty Foodservice Equipment — Demand for compact wood-fired rotisserie systems is opening space for safer, more efficient appliances tailored to high-quality restaurant production.
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Sustainable Poultry Supply — Pasture-raised and antibiotic-free sourcing is becoming a competitive marker for restaurants, strengthening opportunities across premium poultry farming and transparent supply chains.