Rice To Riches

The man who brought Rice To Riches to life is actually a simple journeyman, who was vacationing through Italy one summer, and was inspired by the beautiful gelaterias he witnessed in Milan and Florence. Motivated by the assortment of flavors, and the ultra-inviting design, he set out to re-create that experience back home in NYC.

The minute he returned the little men in his head began to work… Having played one year earlier, with the idea of a restaurant which would feature a menu made up entirely of rice based dishes, along with his relentless drive to be completely unconventional, sparked the vision of the world’s first rice pudding snackateria.

For the next three years, this rice pudding architect worked seven days a week toward what he dreamt would someday become a NYC landmark.

First, there was the high-tech rice pudding test kitchen. Six months of (never good enough) simmering with a team of expert pastry chefs, honing their techniques until they arrived at the sacred recipes.

And then another year of intensive design for the store … every detail, even the bowls and spoons had to be meticulously styled to match the wild vibe of the Rice To Riches concept.
It all came together with a bang and a buzz in April 2003. And Rice To Riches has roused the passion of New Yorkers and dessert adoring people around the world.