According to recent statistics compiled by the Wall Street Journal, there are over 10,000 restaurants in Manhattan and over 24,000 across the five boroughs. It makes one wonder what would make a group led by a successful businessman undertake the launching of a new steakhouse on Madison Avenue. Even more surprising is to see such a large venue open in the heart of the trendy NoMad district and remain filled night after night in the first month of operations, and continue packed 3 months later. Future entrepreneurs should make a case study of Rocco Steakhouse to discover what makes this spot thrive as the new favorite home for hard core steak lovers.

Rocco Steakhouse Partner/Owners (L-T) Pete Pjetrovic (also GM), Rocco Trotta, and Jeff Kolenovic (also Beverage Director)

Rocco Steakhouse opened in September 2015. Businessman Rocco Trotta lends his name to the venue and is joined by an expert team with a proven track record. The restaurant’s Co-owner/ General Manager Pete Pjetrovic, who was previously GM at the popular Wolfgang’s Steakhouse for 10 years, conceived the restaurant’s concept and proposed it to Trotta, who loved the idea. After experiencing much success as co-founder and chairman of the board of The LiRo Group, a leading construction management and engineering firm, Trotta was ready for a new challenge. According to Pjetrovic, 14 members of his previous team decided to join him on the new venture. They include his new partner Beverage Director Jeff Kolenovic, and head waiter and sommelier Henry Doda. As Pjetrovic says, “Everyone has a little piece. We make sure we have every position in the restaurant covered.” That includes the chef, a position held by Executive Chef Johnny Jevric who is also a veteran of Wolfgang’s. When asked about the restaurant’s secret to success he says, “Customers love great service, great food, great atmosphere, and everything here is top quality.” At a steakhouse top quality should start with the meats. “I buy all prime certified meats. I buy nothing less than the best. It costs a lot more money, and you don’t make as much, but you give the best to the customer,” says Pjetrovic. To succeed, a new restaurant must stand out from the crowd and deliver a new culinary proposition to carve out its piece of the market. When asked what should a customer order from the menu at Rocco Steakhouse, without hesitation Pjetrovic answers, “Everything!” He elaborates, “Actually it’s very hard for me to say don’t take this thing, take this thing instead. Everything is the best.” Interviewed separately Chef Jevric has the same answer, “Everything is good.” Rephrasing the question to what are the most popular dishes served, Pjetrovic answers, “The Porterhouse sells the most. But you have the veal chop; the veal Parmesan, but it’s a veal chop Parmesan, not a veal cutlet. The lamb chops are the best you can get. The ribeye is huge, it’s like 2 pounds. We age our steaks 30 days.” After having visited the restaurant a month after opening I tend to agree, ‘everything’ I tried was superb. My meal began with the Chilled Seafood Tower. The presentation was striking, the jumbo shrimp scrumptious, the oysters and clams on the half shell fresh and tasty, the crab mouthwatering, and there was even half a delicious steamed lobster. Other appetizers on the menu include the hearty Crab Cake and extra thick cut Sizzling Canadian Bacon. Prior to speaking with the GM I debated between a main course of lamb chops and the ribeye. Being a steakhouse I ultimately opted for the ribeye. Undoubtedly the right decision. The ribeye ranks among the best I’ve tried in New York City. Tender, flawless, exquisite. Steak options include the Porterhouse for two or more, New York Sirloin, or Filet Mignon. Additional selections include a wide range of veal dishes (Italian classics Milanese, Parmesan, Ossobuco) as well as Veal Chops. Grilled Tuna Steaks benefit from Jevric’s masterful grilling techniques. Broiled Red Snapper, Salmon, and Halibut, as well as Jumbo Shrimp Scampi and 3 ½ Pound Steamed Lobster will please the most demanding seafood connoisseur. Steakhouse sides are a must. Selections include five different styles of Potatoes, Creamed Spinach, Sautéed Asparagus, and Lobster Mac and Cheese, among others. Finally there’s dessert. My choice consisted of the complex, layered Tiramisu; as good as it gets. The wide variety includes Crisp Apple Strudel, rich, yet somehow light Cheese Cake, Pecan Pie, and Hot Fudge Sundae, to name a few. All can be enhanced by housemade Schlag, the signature thick, and sweet whipped cream. When you visit Rocco Steakhouse bring your appetite, and even then, you won’t leave empty handed. I noticed that although it’s a fine, elegant restaurant, practically every patron leaving was carrying something to go, thanks to the substantial portions. For a more casual experience settle in for a casual afternoon or evening at the bar and choose from the selection of appetizers that include Tuna Tartare, Oysters Rockefeller, Rocco’s Chopped Salad, or a Classic Sirloin Burger or New York Sirloin Steak Sandwich. The bar specializes in classic American cocktails, with a focus on detail and balance. The extensive and deep wine list has selections from California, Australia, France and Italy, including many full-bodied reds that pair well with steak. When it comes to decor the expansive space was designed in collaboration with David de Angelis. The inviting U-shaped bar has floor-to-ceiling windows looking out over Madison Avenue. Opposite the bar an accent wall of Giallo di Sienna stone bathes the room in a red-flecked glow. Picture-frame ceiling lighting fixtures brighten the dining room, highlighting the mesh gold and silver accents inspired by historic Italian butcher gloves. In the back, there is a more intimate dining room with a wall of wines. The atmosphere at Rocco Steakhouse is classic, enjoyable and versatile. You can feel as comfortable having a romantic date, as you would having a business meeting, or even sharing a celebration with the guys. The tables surrounding my booth met those descriptions, and everyone was having a great time. There is a reason why Rocco Steakhouse is so successful, so soon. Visit and discover why 20 years from now this will join the landmark steakhouses in New York City. Rocco Steakhouse 72 Madison Avenue New York, NY 10010 T: 212.696.9660. www.roccosteakhouse.com Hours of operation: Mon‑Sat noon-10:30pm, Lunch Mon-Sat noon-4pm, Sun private parties only.