Full Breakdown
Serafina Restaurant Group to Open New Eatery in Midtown Manhattan
3/29/2026, 10:02:36 PM
New Dining Venue Takes Over Historic Location
Serafina Restaurant Group is set to revitalize the former Rosie O’Grady’s location at 800 Seventh Avenue in Midtown Manhattan, leasing the nearly 28,000 square-foot building from SL Green. The new establishment, likely named Brasserie American, will be led by Michael Lomonaco, a renowned chef known for his previous work at Porter House. This move aims to eliminate a long-standing vacancy in the area, which has remained unoccupied for nearly three years.
Background on the Location
Rosie O’Grady’s, a well-known Irish pub, has been replaced by this new venture as part of a broader effort to enhance the dining landscape in Midtown. The site is strategically located opposite the Sheraton New York hotel, making it a prime spot for both locals and tourists. The decision to lease this space reflects a growing trend of revitalizing historic venues to meet contemporary dining demands.
Key Figures Involved
Michael Lomonaco, the culinary director of Serafina, is a pivotal figure in this development. His reputation in the culinary world, particularly following the closure of Porter House, has created anticipation for the new brasserie. SL Green's executive vice-president for retail, Brett Herschenfeld, expressed enthusiasm for the partnership, highlighting the positive impact Serafina has had on the city’s dining scene.
Official Statements & Responses
Brett Herschenfeld confirmed the lease agreement and noted that Serafina will invest in upgrading the space. He stated, “The Serafina guys are true New Yorkers like us. We’re beyond happy to have them. They have done a lot for this city.” This sentiment underscores the excitement surrounding the new restaurant and its potential to reinvigorate the area.
Criticism & Opposition
While the announcement has been met with enthusiasm, some critics may question the sustainability of new dining establishments in a post-pandemic environment. The challenges of maintaining foot traffic and attracting patrons in a competitive market could pose risks for the new venture.
What's Next
The Brasserie American is expected to open before the end of the year, with further details on the long-term lease yet to be disclosed. This opening is part of a broader trend of revitalization in Midtown, as the area seeks to recover from the impacts of the pandemic on the hospitality industry.
Verbatim Quotes
- “The Serafina guys are true New Yorkers like us,” — Brett Herschenfeld, Executive Vice-President for Retail, SL Green
- “We’re beyond happy to have them. They have done a lot for this city. This is the second deal we’ve done with them,” — Brett Herschenfeld, Executive Vice-President for Retail, SL Green
This new development marks a significant step in the ongoing transformation of Midtown Manhattan's dining scene, promising to bring fresh culinary experiences to the area.
