News Summary
Croft Alley, the celebrity-favored eatery from Beverly Hills, is opening a new location in Manhattan’s Soho neighborhood. Owned by Michael Della Femina, the restaurant will feature a menu of comfort food with local twists. The 1,500 square foot space is set to attract both locals and visitors and will include indoor and outdoor seating. With a rich family history and unique dishes, Croft Alley aims to make its mark in the New York culinary scene.
New York – Croft Alley, a well-known eatery from Beverly Hills often frequented by celebrities including Leonardo DiCaprio and Kendall Jenner, is set to open its doors in Manhattan’s Soho neighborhood next month. The new location will be situated at 210 Sixth Ave., at the corner of Prince Street, taking over the space previously occupied by the now-closed Greek restaurant Lola Taverna.
The restaurant operates under the ownership of Michael Della Femina, whose family has deep roots in the culinary and advertising realms. Michael is the son of Jerry Della Femina, an 89-year-old advertising icon whose memoir served as inspiration for the television series “Mad Men.” Michael also previously owned an East Hampton restaurant that ceased operations in 2011 after nearly 20 years of service.
Spanning approximately 1,500 square feet, Croft Alley’s Manhattan location aims to provide both indoor and potentially outdoor seating. It will offer entries from both MacDougal Street and Sixth Avenue, making it convenient for visitors and locals alike.
Della Femina has partnered with Adam Rubin, Andrew Shanfeld, Madison Bright, and chef Phuong Tran for this expansion. The NYC branch will feature an all-day comfort food menu highlighting signature items such as tuna melts and a special plate of soft scrambled eggs featuring black truffles, avocado, and prosciutto priced at $30. Additional dishes will be crafted specifically for the New York audience, enhancing the dining experience to cater to local tastes.
Michael Della Femina has personal ties to the neighborhood, as his grandfather grew up in the vicinity. His past culinary endeavors include operating The Stork Club on Sullivan Street, and he is currently involved in a film project titled “In the Weeds,” which is taking place in both Los Angeles and New York City.
Since its inception 11 years ago at the Standard Hotel in West Hollywood, Croft Alley has garnered a reputation for its breakfast and lunch offerings along with private evening events and a weekly cocktail club at its Beverly Hills location. Unlike its Californian counterpart, the New York establishment will also provide dinner service in response to customer demand noted from its Los Angeles clientele.
Michael Della Femina has expressed that the decision to expand into New York City was a logical progression. He has been searching for the ideal location in the city for approximately four years to accommodate the growing interest from his patrons in Los Angeles.
As a tribute to his family legacy, Della Femina intends to include a signature family dish on the menu. Furthermore, the decor of the restaurant will feature a 1940s radio, a consistent element across family-run establishments owned by the Della Femina family.
As Croft Alley prepares to make its mark in New York City’s thriving culinary scene, the anticipation builds for a restaurant that blends celebrity influence, personal connection, and a rich family history into a unique dining experience.
Deeper Dive: News & Info About This Topic
- MSN: NYC to Welcome Croft Alley
- Eater: Croft Alley Opening in New York
- New York Post: Trendy Soho Eatery
- Google Search: Croft Alley
- Encyclopedia Britannica: New York City
Author: STAFF HERE NEW YORK WRITER
The NEW YORK STAFF WRITER represents the experienced team at HERENewYork.com, your go-to source for actionable local news and information in New York, the five boroughs, and beyond. Specializing in "news you can use," we cover essential topics like product reviews for personal and business needs, local business directories, politics, real estate trends, neighborhood insights, and state news affecting the area—with deep expertise drawn from years of dedicated reporting and strong community input, including local press releases and business updates. We deliver top reporting on high-value events such as New York Fashion Week, Macy's Thanksgiving Day Parade, and Tribeca Film Festival. Our coverage extends to key organizations like the Greater New York Chamber of Commerce and United Way of New York, plus leading businesses in finance and media that power the local economy such as JPMorgan Chase, Goldman Sachs, and Bloomberg. As part of the broader HERE network, including HEREBuffalo.com, we provide comprehensive, credible insights into New York's dynamic landscape.
