Rosa Mexicano Restaurants is a full-service concept that offers a modern take on traditional Mexican fare in a stylishly festive atmosphere—a more upscale approach than most Mexican chains. Fenix Restaurant Inc. is the parent company. Dan Hickey, Doug Griebel and Josefina Howard opened the first Rosa Mexicano in New York City in 1984. Following Howard’s retirement in 1990, Howard Greenstone joined the group as chief operating officer and a principal partner. The new team sought expansion and quickly opened more locations in New York City as well as other major cities.
| Location | New York, N.Y. |
|---|---|
| 2011 Systemwide Sales ($000) | $30,750,000* |
| YOY Sales Change | 11.0% |
| 2011 U.S. Units | 11 |
| 2011 Average Unit Volume ($000) | $3,000,000 |
| Future 50 Year | 2012 |
*Technomic estimate
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