Operations

Female-led fast casual incubator launches in NYC

Botan ebi tartare at Trust Bae. Provided

March 7, 2023

Trust Bae opened this week in New York City featuring a "Japanese-style menu with Filipino flair" created by celebrity Chef Frances Tariga, who has appeared on "Top Chef," "Beat Bobby Flay" and "Chopped."

Created by Simplevenue — which also owns Sushi by Boū, Sushi Suite, Fins and Scales and Omakaseed — the NYC location is the first of many incubators offering intimate counter-style tasting experiences designed by female chefs, according to Simplevenue CEO Erika London.

"Trust Bae's mission is to entrust visionary women by giving them the space to leverage their unique personal and professional journeys to create distinct culinary experiences to be shared in a unique and intimate setting," she said in a company press release.

Ahead of the concept launch, London enlisted television personality and entrepreneur Rachael Ray to mentor each aspiring chef.

"I am looking forward to guiding some of the next generation's female cooks and chef powerhouses through their culinary journeys," Ray said in the release. "I believe in the power of building personal brands and leveraging them through the formation of new business models and I am excited to help scout and empower these up-and-coming talents."

According to an Altrata study, women lead fewer than 7% of U.S. restaurants, and fewer than 5% are hospitality CEOs, a stat London hopes to change.

Mentorships, advocacy and initiatives such as Trust Bae are crucial to ensure an increase in these numbers and seeing women advance in the hospitality space, she said in the release. This type of mentorship and advocacy is a small step toward bridging the gender gap in this industry and inevitably provides more opportunities for other women to express their culinary points of view.

As Trust Bae expands to cities where sister restaurant Sushi by Bou is located in New York, Chicago and Miami, each venue will highlight a talented woman chef in the kitchen as they learn to run and scale their own restaurant concepts.

Along with Tariga, the Trust Bae brand includes Director of Marketing Alexis Carranza; regional GM Amanda Mi; HR and Recruiting Director Jessica Sanchez; Director of Hospitality Monica Cabral and Interior Designer Diana Romeo.

Simplevenue is an NYC-based hospitality group led by Michael Sinensky and London, specializing in micro restaurants and bringing concepts to underutilized spaces.