1. THE SEAMLESS LINK
The unveiling of Or’esh by Catch Hospitality Group (CHG) signifies a strategic push to capture a premium segment of the highly competitive New York City dining market. By partnering with Nadav Greenberg, a chef whose previous venture, Shmoné, earned a Michelin Star, CHG signals a commitment to culinary innovation rather than mere replication. The group’s stated ambition is not just to open another restaurant, but to ‘reinvent the category’ of modern Mediterranean cuisine and establish Or’esh as a definitive leader. This objective is anchored in Greenberg’s unique culinary philosophy and the restaurant’s distinctive operational centerpiece.
The Culinary Reinvention
At the heart of Or’esh lies a custom-built charcoal grille, a six-month construction project that influences a significant portion of the menu. Chef Nadav Greenberg, drawing from his Moroccan Israeli heritage, views cooking on this dynamic, uneven heat source as an art form requiring intuition and constant adaptation. This live-fire technique is central to extracting nuanced sweet, sour, and smoky flavors from ingredients, a departure from more conventional Mediterranean preparations. The menu, focused on simplicity and ingredient quality, showcases this approach with offerings like handcrafted Jerusalem bagels, dry-aged Hamachi, and house-made pasta finished over the coals. Greenberg’s commitment extends to dessert, promising a complete culinary journey through fire. This dedication to an uncompromised, ingredient-forward approach echoes broader industry trends toward authenticity and ‘culinary engineering’ that prioritizes vitality over mere richness. Greenberg’s pedigree, underscored by Shmoné’s Michelin recognition, positions him as an artist capable of elevating traditional Levantine flavors into a novel experience.
Ambitious Design and Ambiance
Complementing the culinary vision is the interior design crafted by the renowned Rockwell Group. The 80-seat SoHo space is envisioned as a luxe, maximalist hot spot, featuring warm red hues, glittering chandeliers, and earthy textures to create a moody, sophisticated atmosphere. Significantly, CHG and Rockwell Group have consciously chosen to eschew overt Mediterranean motifs in the design, allowing the cuisine to carry the regional narrative. This separation aligns with the 2026 trend towards design-first, experiential dining where ambiance is meticulously curated to enhance, rather than dictate, the dining experience. The maximalist aesthetic, characterized by rich textures and dramatic lighting, aims to reflect a luxury destination fitting for SoHo’s high-rent market. This design philosophy extends the ‘Catch flair’ associated with CHG’s other successful venues, like Corner Store and The Eighty Six, aiming to curate a vibrant, high-energy environment.
Market Positioning and Competitive Edge
Or’esh enters a New York City dining scene rich with Mediterranean and Middle Eastern establishments, ranging from well-established institutions like Estiatorio Milos and Balaboosta to newer entrants focusing on specific regional cuisines. CHG’s strategy appears to be carving out a unique niche by focusing on a modern interpretation and reinvention led by a chef with a strong culinary reputation. Eugene Remm, co-founder of CHG, emphasizes that this is not a ‘copy-paste’ concept but a year-long development process, suggesting a deep investment in originality. The group’s history includes successful ventures that thrive on a blend of quality food, service, and ‘vibe,’ a model that has seen them expand across multiple markets. By anchoring Or’esh in Chef Greenberg’s distinct artistry and a deliberately luxurious, contemporary setting, CHG aims to differentiate itself and capture diners seeking novel, high-concept experiences that transcend typical category definitions.
The Forensic Bear Case
Launching an ambitious, high-concept restaurant in New York City, particularly in a prime location like SoHo with its premium rental costs, presents inherent risks. Or’esh’s reliance on Nadav Greenberg’s unique culinary vision, while its strength, also makes it susceptible to the challenges of single-chef dependence. The intense competition within the Mediterranean and broader fine-dining sectors means that sustained customer patronage and critical acclaim are not guaranteed, even with a Michelin-pedigree chef. Furthermore, the high operational overheads associated with maintaining a luxury establishment in Manhattan, coupled with the pursuit of ingredient-driven, labor-intensive cooking methods, could strain profitability. The challenge lies in translating Chef Greenberg’s artistic ‘dance’ with the grill into a consistently reproducible and profitable dining experience that can sustain buzz and demand in a discerning market. CHG’s past success is noted, but the ambition to ‘reinvent a category’ is a tall order in a mature culinary landscape.
Future Outlook
Or’esh represents a significant strategic bet by Catch Hospitality Group, signaling their intent to expand beyond established concepts into more culinary-forward ventures. Following the launch of Or’esh, CHG has further expansion plans, including bringing The Corner Store to Las Vegas in Fall 2026, demonstrating a multi-pronged growth strategy. The success of Or’esh will hinge on its ability to consistently deliver its unique culinary vision, maintain its sophisticated ambiance, and resonate with diners seeking novel, high-quality experiences in one of the world’s most demanding culinary capitals. Industry forecasts suggest that diners in 2026 are increasingly valuing authenticity, ingredient integrity, and sophisticated, experiential dining, trends that Or’esh appears poised to capitalize on if execution matches ambition.
Disclaimer:This content is for educational and informational purposes only and does not constitute investment, financial, or trading advice, nor a recommendation to buy or sell any securities. Readers should consult a SEBI-registered advisor before making investment decisions, as markets involve risk and past performance does not guarantee future results. The publisher and authors accept no liability for any losses. Some content may be AI-generated and may contain errors; accuracy and completeness are not guaranteed. Views expressed do not reflect the publication’s editorial stance.
Dining and Cooking