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Rooted Restaurants
New York, US · Founded 2022 · 11 employees on LinkedIn · 4 known investors
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Rooted is a fast-casual restaurant chain that serves meals made with seven household ingredients or fewer, listing every ingredient openly on its menu to provide transparency. Its food suits Whole30, keto, gluten-free, and vegan diets as well as people managing food allergies, with brick-and-mortar locations including NYC's Madison Square Park.
Also known as Rooted · Rooted Restaurants LLC
Founders & leadership
Rooted Restaurants was founded in 2022 by Lily Rivkin Friend.
Investors · 4
How we know: Habitat Partners's portfolio page · Not right? Tell us
How we know: press coverage · Not right? Tell us
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How we know: press coverage · Not right? Tell us
How we know: press coverage · Not right? Tell us
Company profile
researched Aug 2026Rooted, operated by Rooted Restaurants LLC, is a fast-casual restaurant concept built around a constraint of seven ingredients or fewer in every dish. The company positions its menu around ingredient transparency, stating that each ingredient used is one a customer would recognize from a home kitchen, with no hidden additives.
A central menu format is the "Bounty Box," described as the company's version of a market plate, in which a customer selects three, four, or five items plus one housemade sauce. The company operates physical stores and takes orders online, and its website directs customers to ordering and menu browsing.
Business model
Rooted sells prepared food directly to consumers through its own restaurant locations and online ordering, including build-your-own Bounty Box combinations of individually selected items and a housemade sauce.
▸Full profile — technology, go-to-market
Technology
The company operates a website supporting online registration and ordering, with transaction processing, cookies and automatic data collection, and collects in-store data such as store location, GPS location, and products purchased through its physical store operations.
Go-to-market
Direct-to-consumer through brick-and-mortar restaurant locations and online ordering via the company website, supported by marketing communications to customers who register or transact.
Consumers seeking simple, fully disclosed ingredient lists in restaurant meals.
Compiled by commissioned research from 5 cited public sources — announcements, filings, and press listed under research sources below.
▸Research sources · 5
primary sources listed
- Rooted Restaurantsrootedrestaurants.com · web
5 public sources were cited for this profile; the first-party ones are listed here.
Frequently asked questions
- What does Rooted Restaurants do?
- Rooted is a fast-casual restaurant serving dishes made with seven recognizable ingredients or fewer.
- Who founded Rooted Restaurants?
- Rooted Restaurants was founded by Lily Rivkin Friend in 2022.
- Who are Rooted Restaurants's investors?
- Rooted Restaurants's investors include Habitat Partners, Fika, Left Lane Capital, Prysm Capital.
- Where is Rooted Restaurants headquartered?
- Rooted Restaurants is headquartered in New York, US.