Chef-Driven Rotisserie Concepts

ROSTO Has Brought Wood-Fired Rotisserie to the New Jersey Suburbs

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.

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