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By Natalia Otero
How does a pioneering restaurant maintain its glamour, prestige, and popularity for more than 40 years? Rosa Mexicano is one of those legendary restaurants, with a history that paved the way for refined Mexican cuisine in New York.
Forty-one years ago, in 1984, Josefina Howard opened the doors of the first Rosa Mexicano on New York's Upper East Side. Howard was a chef and restaurateur born in Cuba but raised in Asturias, Spain. Her parents perished during the Spanish Civil War. She lived in Mexico for more than 20 years and then moved to New York, where she opened two other Mexican restaurants before founding Rosa Mexicano.
Howard passed away in 2005. Today, 20 years after her passing, her legacy lives on. Rosa Mexicano has eight locations in places such as Boston, New York, Las Vegas, and Disneyland, among others.
For Howard, ingredients and preparation required absolute care. To this day, the restaurants offer their signature guacamole, which is prepared without lime. And mole, which is cooked for three days with more than 26 ingredients.
Howard’s biggest challenge was to offer dishes that honored traditional Mexican cuisine but also appealed to the palates of New York's upper class. That's why, since then, the restaurants have maintained a menu that offers traditional dishes such as tacos, empanadas, and enchiladas, but with refined touches, such as fillings of duck carnitas, jackfruit, and roasted mushrooms.
Elevated Experience
Liz Clayman
Rosa Mexicano location in New York's Lincoln Center
At the heart of Rosa Mexicana beats the concept of “elevated”: “elevated party,” “elevated food,” “elevated feelings.”
Not only is the food characterized by being gourmet and traditional, but the atmosphere is also elevated, recreating the festive atmosphere of Mexico. The place is beautiful, sophisticated, and elegant, but it's still a party.
Part of the elevated party, of course, are the margaritas. Since Rosa Mexicano opened, its signature cocktail has been the Frozen Pomegranate Margarita. Howard was the first to import pomegranates, before they became trendy and people started drinking pomegranate juice.
As well as the classic pomegranate margarita, they have also added new creations, such as the spicy pineapple margarita. And the vegan jackfruit taco dish, which is meaty and tastes like you're eating an authentic street taco, but elevated to the height of elegance.
One of the favorite dishes at Rosa Mexicano is the simple but unforgettable guacamole. Here they share their recipe for this classic:
Rosa Mexicano Guacamole
1 each #36 avocadoes
1.5 each #48 avocadoes
1 demi kosher salt
2 t. cilantro, chiffonade
2 t. red onion, diced
½ to 2 t. serrano/jalapeno blend, to taste
2 t. plum tomato, chopped
Start by crushing the chili peppers, red onion, and salt in a mortar to extract the oils into the molcajete. Then add the avocado and the other ingredients (keeping the avocado in chunks).
The mixture of jalapeño and serrano chilies, and the omission of lime (unlike traditional recipes) are what distinguish our guacamole, a classic since 1984.
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