Jonathan Krieger feels a bit nostalgic for the early days of Boston Market.
That’s in part why Krieger’s Cure Companies has launched the new Rosto in Tenafly, New Jersey, earlier this year. It’s a fast-casual concept that aims to reignite the rotisserie chicken chain space, with premium birds roasted over fire in a unique rotisserie—Krieger says it’s one of the only fully wood-fired indoor rotisseries in the country.
The move comes, however, amid a public debate about how much a rotisserie chicken should cost, at least in the New York area.
As The New York Times reported this week, concepts across the city are sparking outrage with $40 half chickens. (It seems 2025 was the year of rotisserie chicken.)
At Rosto, a whole chicken is about $29 (half is $17) and sides are about $6 each, but a family can easily eat dinner for $50 to $60, Krieger said.
Rosto Chicken's interior is designed primarily for takeout and delivery.| Photo courtesy of Rosto Chicken.
The chicken is pasture raised without antibiotics and sourced from Amish farms, he said. Sides include dishes like roasted brussels sprouts, caramelized cabbage, Jerusalem artichokes with za’atar spice, and mac and cheese.
There are also tenders, crispy chicken sandwiches, chicken soup and, soon, bowl options on the menu.
Krieger, an ex-pat New Yorker who moved with his family to New Jersey, said Rosto is designed to be a great takeout and delivery option for families and group gatherings. In fact, so far about 90% of sales have been off premise, but they've only recently added a bit of seating.
It’s early yet, but Krieger is designing the brand for growth. He knows a bit about chain concepts.
Krieger said he co-founded Bluestone Lane and played a key role in the Australian coffee brand’s growth in the U.S.
He sold his stake in Bluestone in 2019 and moved on to other brands. Cure Companies, for example, which he helms is also behind Padel United Sports Club in Cresskill, New Jersey, and a members-only shooting range called Blackwood Club. Cure is also developing a hotel brand called Awaken.
The group also launched a restaurant concept called Spring House in Tenafly, which has closed permanently after about two years. The concept’s website indicates a “new chapter” is coming in the space.
Rosto, meanwhile, is borrowing from the Bluestone Lane playbook with its focus on small footprint operations, Krieger said.
The debut unit is only about 800-square feet and can be operated by three people, he said. The rotisserie serves as a sort of centerpiece for the restaurant, and the smell of roasting chickens is designed to lure in traffic.
“You can smell it within two blocks,” he said.
Rosto's menu includes dishes that travel well. | Photo courtesy of Rosto Chicken.
The restaurant industry is awash in chicken, but Krieger said there is room for more “clean ingredient” concepts.
“The conversation in chicken is Chick-fil-A, Popeyes. Where’s the clean, quality option for that?” he said.
For the menu, Krieger brought in Israeli Chef Nitzan Raz, whose background includes concepts like SushiSamba, Nobu Tribeca and Mesa Grill.
The world is also awash in rotisserie chicken, frankly. Rotisserie chicken can be found in pretty much any grocery store, and famously at Costco for $5.
Krieger, however, argues that families would welcome a more premium, but affordable, offering with the distinct wood-fired twist.
Could Rosto become what Boston Market once was?
Boston Market was once a pioneering concept that had a long, slow demise that could be blamed on multiple factors.
But Krieger contends there are many people out there who have fond memories of an affordable family rotisserie chicken dinner with sides—a niche perhaps Rosto could fill.
“When I think of Boston Market, I think of what it was. I used to go there for lunch in high school,” he said. “The truth is, it’s an incredible inspiration.”
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