Star-Studded Beverly Hills Eatery Expands to SoHo, Bringing Celebrity Hotspot to NYC

Beverly Hills Favorite Finds a New Home in Manhattan

Croft Alley, the Beverly Hills restaurant known for attracting A-listers like Leonardo DiCaprio, Harrison Ford, and Kendall Jenner, is set to open its doors in Manhattan’s fashionable SoHo neighborhood next month. The restaurant, which specializes in what owner Michael Della Femina describes as “inspired comfort food,” will occupy the space at 210 Sixth Avenue at the corner of Prince Street—formerly home to Greek eatery Lola Taverna until its closure in June. This expansion represents a meaningful homecoming for Della Femina, whose grandfather grew up in the neighborhood, right near where Blue Ribbon Sushi stands today. The restaurateur comes from impressive lineage; his father is Jerry Della Femina, the 89-year-old advertising legend whose memoir “From Those Wonderful Folks Who Gave You Pearl Harbor” inspired the hit series “Mad Men.” The elder Della Femina also owned a popular East Hampton restaurant that operated for nearly two decades before closing in 2011, leaving a culinary legacy that continues to inspire his son.

A Taste of LA with New York Flavor

The new SoHo location will span approximately 1,500 square feet, featuring both indoor seating and, pending approval, outdoor dining spaces accessible from entrances on both MacDougal Street and Sixth Avenue. Della Femina has assembled a talented team for this venture, partnering with Adam Rubin, Andrew Shanfeld, Madison Bright, and chef Phuong Tran to bring Croft Alley’s vision to life in New York. The restaurant will serve patrons throughout the day, offering signature dishes that have made the LA location famous, including tuna melts and their popular $30 soft scrambled eggs with black truffles, avocado, prosciutto, and toast. While maintaining these crowd favorites, the team plans to develop new menu items specifically tailored to New York tastes. Unlike its Beverly Hills counterpart, which primarily serves breakfast and lunch with private events in the evenings, the Manhattan location will also offer dinner service, creating a full-day dining destination for New Yorkers and tourists alike.

Eleven Years in the Making

Croft Alley has built a loyal following during its eleven-year history in Los Angeles. The restaurant first opened in West Hollywood at the Standard Hotel, where it operated 24/7 until the pandemic forced changes to its business model. Its current Beverly Hills location has thrived by filling what Della Femina describes as a neighborhood need for an establishment that is “fun, casual and unpretentious, with delicious food.” The Beverly Hills restaurant has established itself as a popular breakfast and lunch destination that also hosts private events in the evenings and runs a weekly cocktail club. Expanding to New York City has been a long-term goal for Della Femina, who grew up in the city and has been searching for the perfect location for four years. The move was also encouraged by LA clientele who frequently asked when they might find Croft Alley on the East Coast. This bicoastal expansion seems natural for a concept that balances California casual with New York energy.

Family Legacy on the Menu

Michael Della Femina’s restaurant endeavors are deeply influenced by his family’s history in both the advertising and hospitality industries. He calls his father a “huge inspiration” and describes the elder Della Femina’s former East Hampton restaurant as his all-time favorite dining establishment. The memories of those family recipes remain so vivid that Michael can “still taste some of those dishes,” and he hints that diners at the new SoHo location might find a signature family dish on the menu. The restaurateur also plans to incorporate meaningful family touches into the decor, likely including a 1940s radio—a tradition that has been part of each family restaurant. Beyond his restaurant ventures, Della Femina maintains connections to the entertainment industry, having previously owned The Stork Club on Sullivan Street, where he launched StoreFront Productions. One of his current projects, “In the Weeds,” is a streaming series that offers a behind-the-scenes look at restaurant life, now filming in both LA and NYC with Michael Mailer (son of novelist Norman Mailer) in the cast.

Italian Brunch Comes to NYC

As Croft Alley prepares to make its New York debut, other established NYC eateries are evolving their offerings to capture the city’s weekend dining crowd with Italian-inspired brunch options. In Midtown, Fresco by Scotto—owned by Good Day New York’s Rosanna Scotto and her family—is launching a Saturday brunch service at their 34 East 52nd Street location. The experience promises champagne, live music, DJ sets, and innovative Italian brunch creations from executive chef Orlando Alvarez, including cacio e pepe omelettes, tiramisu pancakes with mascarpone and cocoa, egg toast with shaved truffle and fontina on brioche, and a brunch pizza bianca topped with truffle bechamel, wild mushrooms, and a sunny-side egg. Meanwhile, in the West Village, Dell’anima is experiencing a revival under longtime partners Andrew Whitney (executive chef), Danir Rincon (general manager), and Jacob Cohen. After relocating to a new 52-seat spot at 18 Cornelia Street this past summer, the popular Italian restaurant is now introducing weekend brunch featuring dishes like uovo al purgatorio (baked eggs in a tomato base with pancetta and herbs), and inventive fall cocktails to complement their elevated Italian cuisine.

Small Spaces Making Big Impressions

The New York food scene continues to demonstrate that size doesn’t necessarily determine impact, as evidenced by the recent opening of Canto Café. This tiny 120-square-foot space opened in September next to its popular parent restaurant, Canto West Village—an Italian hotspot known on TikTok for its frozen espresso martinis with mascarpone cheese and its distinctive bright red door. Despite its diminutive footprint, Canto Café is already gaining attention for standout items like its breakfast chicken Caesar salad with an egg wrap. Operating Wednesday through Sunday from 7:45 a.m. to 4 p.m., the café offers lunch options including house-made pastas, beef-chopped cheese with ground beef and green peppers on ciabatta bread, and caponata pasta salad with fusilli and fresh ingredients. The space accommodates just three window seats, making it primarily a grab-and-go destination for busy New Yorkers. Chef and restaurateur Djamel Omari has expanded the Canto brand beyond the West Village as well, with Canto Upper West Side now serving customers at 2014 Broadway. This growth pattern mirrors Croft Alley’s expansion strategy, as both concepts demonstrate how restaurants with strong identities can successfully extend their reach to new neighborhoods and cities while maintaining their distinctive character and appeal.