Step Into Eataly’s New Greenhouse Pop-Up Restaurant, Serra

Negroni Popsicle
Negroni Popsicle

If there is one thing Eataly knows – it’s how to pair food with impeccable design and that is exactly the case with their latest pop-up: SERRA by Birreria. Located on the 14th floor of Eataly Flatiron, this greenhouse celebrates the culture and cuisine of rural Italy with a wide selection of biodynamic wine, herb-infused botanical cocktails, and regional dishes from Tuscany, Liguria, and Campania.

“Eataly is a market, and markets change continuously — it’s our nature. The new way is to always be finding new products. And for us, our roof is also something that we like to change” said Eataly USA CEO Nicola Farinetti. “We have a talented team, and we like to meet and decide: what’s next? This year, we decided that because sustainable farming is the future, we want to talk about the Italian countryside. There, among the hills, the best of Italy is created. We are presenting this new place in the Birreria style, easy and fun but full of content.”

Serra_Birreria interior

SERRA’s menu features shareable plates created with ingredients sourced from the best producers in Italy and the U.S. as well as traditional Italian fare that celebrates fresh field-to-fork cuisine. The menu will highlight the wild game typically be found in the Italian countryside, such as Coniglio Fritto (fried rabbit with lemon and herbs) and Pollo alla Cacciatora (Cascun Farms Chicken with mushrooms, tomatoes, peppers and onions).  

“Building relationships with farmers and letting the ingredients speak for themselves is what creates a deep connection between the food and the people,” said Chef de Cuisine Jackie Jeong. “This new concept is very genuine and representative of that and of a traditional meal in the Italian countryside, where ingredients are fresh off the farm and shared on a communal table.”


For the month of April, Eataly will donate 50% of the proceeds of its artisanal Pane Otto to Grow NYC to support their Grow to Learn program, which aims to place a garden in every New York City public school and to date has built over 600 school gardens throughout the city.

SERRA (or ‘greenhouse’ in Italian) will be open through October, Monday to Sunday from 11:30am to 11pm with reservations available on OpenTable.

Location: 200 5th Ave, New York, NY 10010