Catch Hospitality Group, a prominent name in the New York City dining scene with a portfolio that includes the acclaimed Catch, The Corner Store, and The Eighty Six, has unveiled its latest culinary venture, Or’esh. This modern, live-fire Mediterranean restaurant, specializing in Levantine cuisine, officially opened its doors on February 10th in the vibrant SoHo neighborhood, marking a significant expansion of the group’s diverse offerings. The establishment promises an immersive dining experience rooted in the rich culinary traditions of the Levant region, a geographical and cultural crossroads that has long influenced global gastronomy.
A Culinary Partnership Rooted in Heritage
At the heart of Or’esh’s culinary direction is Chef Nadav Greenberg, a seasoned chef whose previous tenure at the Michelin-starred Shmoné has garnered him considerable acclaim. Chef Greenberg brings his distinct Moroccan-Israeli heritage to the forefront, embarking on a journey to explore and redefine Mediterranean cuisine. His approach is deeply informed by the vibrant tapestry of people, ingredients, and flavors that characterize the Levant, an area that historically encompasses modern-day Israel, Palestine, Jordan, Lebanon, and Syria. This region’s culinary landscape is a testament to centuries of trade, cultural exchange, and diverse agricultural practices, all of which Chef Greenberg aims to translate onto the plate at Or’esh.
Eugene Remm, a partner at Catch Hospitality Group, expressed enthusiasm for this new direction, emphasizing that while Or’esh represents a departure from the group’s more traditional American fare, the core philosophy remains consistent. "Great food is great food," Remm stated, underscoring the universal appeal of well-executed dishes. He further elaborated on the group’s established formula for success: "When you combine an incredible culinary point of view with great service and a vibrant atmosphere, that’s the formula we believe in at Catch Hospitality Group." Remm views Chef Greenberg’s unique live-fire methodology and the caliber of his cuisine not as a deviation, but as an "elevation" of the group’s dining portfolio. This strategic expansion into a more niche and globally inspired cuisine reflects a broader trend in the restaurant industry, where diners increasingly seek authentic and culturally rich culinary experiences.
Design and Ambiance: A Sensory Evocation of Fire
The physical space of Or’esh, meticulously designed by the renowned Rockwell Group, is an integral part of the dining experience. The restaurant comfortably seats 80 guests across its dining room and bar areas. The interior design employs a sophisticated color palette that artfully blends soft beiges with striking burgundy accents and burnished golds. This chromatic scheme is intended to evoke the warm, glowing embers of a fire, subtly mirroring the restaurant’s live-fire cooking technique and creating an intimate and inviting atmosphere. The kitchen itself is anchored by a custom-built charcoal grill, serving as the focal point and the engine of the restaurant’s culinary operations. This emphasis on design ensures that the ambiance complements the robust flavors and elemental cooking style of the cuisine.
The Live-Fire Philosophy: Where Technique Meets Tradition
Chef Nadav Greenberg’s culinary philosophy at Or’esh is deeply intertwined with the concept of live-fire cooking. He explains that "At Or’esh, fire is more than a technique; it is a guiding presence." This perspective is rooted in the everyday reality of culinary practices in the Levant, where open-fire cooking has been a fundamental aspect of food preparation for generations. For Chef Greenberg, the live fire is not merely a tool but a fundamental element that shapes the character and depth of each dish. "Every dish begins with the ingredient, and the fire shapes how it comes to life," he articulated, highlighting the symbiotic relationship between raw materials and the transformative power of flame. This approach imbues each dish with a primal essence and a unique smoky complexity that is difficult to replicate through other cooking methods.
The menu at Or’esh showcases this live-fire ethos through a curated selection of signature dishes. Highlights include a freshly prepared Jerusalem bagel, a staple of Israeli cuisine, served with an array of flavorful dips. Crispy potato pastels, delicately topped with caviar, offer a luxurious start to the meal. The menu also features dry-aged hamachi, prepared to perfection on the grill, and a whole branzino, a testament to the chef’s skill in handling whole fish over open flames. Heartier options include a traditional lamb kebab, infused with smoky char, and a premium wagyu beef New York strip, where the intense heat of the grill sears the exterior while keeping the interior incredibly tender and juicy. Even dishes that might typically be prepared off the grill, such as certain pastas, are often cooked or finished over the live fire, integrating the elemental cooking style throughout the entire menu. This consistent application of the live-fire technique across diverse ingredients and preparations is a defining characteristic of Or’esh.
A Strategic Expansion for Catch Hospitality Group
The opening of Or’esh marks a significant milestone in Catch Hospitality Group’s rapid expansion. This is the group’s third new restaurant opening in New York City within a span of less than 18 months, following the successful launches of The Corner Store and The Eighty Six. This pace of development indicates a strong growth trajectory and a strategic vision for capturing diverse market segments within the competitive hospitality industry.
Beyond New York City, the group is also extending its reach westward. Plans are underway to open The Corner Store at The Cosmopolitan of Las Vegas, signaling a move to establish a presence in major entertainment and hospitality hubs. Furthermore, Catch Hospitality Group has indicated that a new concept in New York City will be announced in the near future, suggesting a continued commitment to innovation and market penetration within its home base.
Eugene Remm elaborated on the group’s expansion strategy, dispelling any notion of a rigid, formulaic approach. "There’s no such thing as balance in this business," Remm commented, suggesting that their growth is driven by opportunity and intuition rather than strict allocation. "We don’t sit around allocating percentages to new versus existing concepts. We respond to what’s in front of us." This agile strategy allows the group to capitalize on favorable market conditions and emerging talent. "If the right location presents itself for an existing brand, we expand it. If the right talent or idea emerges that deserves its own platform, we build something new," he explained. This dynamic approach highlights a philosophy centered on adaptability, timing, and the cultivation of strong relationships with chefs and creative partners. "There’s no fixed priority and no rigid master plan. It’s about timing, people, and opportunity, and that shifts constantly," Remm concluded, emphasizing the fluid nature of their growth strategy.
Broader Industry Implications
The emergence of Or’esh and Catch Hospitality Group’s deliberate expansion into specialized ethnic cuisines like Levantine fare reflects a significant trend in the contemporary restaurant landscape. As consumer palates become more adventurous and discerning, there is a growing demand for authentic, chef-driven concepts that offer unique cultural experiences. The success of restaurants that meticulously interpret and present specific regional cuisines suggests a shift away from generic international menus towards more focused and educational dining opportunities.
The emphasis on live-fire cooking, as championed by Chef Greenberg, also taps into a primal and elemental aspect of gastronomy that resonates with diners. This technique not only imparts unique flavors and textures but also adds a theatrical and engaging element to the dining experience, aligning with the growing desire for immersive culinary journeys.
Catch Hospitality Group’s approach, characterized by strategic partnerships with talented chefs and a flexible expansion model, positions them well to navigate the evolving demands of the market. By diversifying their portfolio with concepts like Or’esh, they are not only catering to niche culinary interests but also broadening their appeal and reinforcing their reputation as an innovative and forward-thinking hospitality entity. The success of Or’esh will likely serve as a benchmark for future ventures, both within the group and for other restaurateurs seeking to tap into the burgeoning market for authentic, culturally rich, and elementally prepared cuisines. The restaurant’s debut in SoHo, a district known for its discerning diners and trend-setting establishments, further solidifies its positioning as a significant new player in the city’s vibrant culinary scene.