DEZ, short for desert, is a contemporary Middle Eastern fast-casual brand founded in Nolita in May 2018. From Co-Founders Eden Grinshpan (Cooking Channel/Top Chef Canada) and Samantha Wasser (by CHLOE./The Sosta), DEZ features a menu of contemporary Middle Eastern dishes, perfect for all day dining.
DEZ offers a variety of vegetable Mezes, ideal for sharing, chef-crafted Salads, Bowls, and Pita Sandwiches plus a Soft Serve flavor of the month, and Goodies freshly baked in-house. DEZ also features specially-curated house beers and wines on tap, a custom coffee program with Devoción coffee, CAP Beauty Matcha, and is the first East Coast restaurant to serve West Coast-based Leaves and Flowers small-batch herbal teas.
CO-FOUNDER + CREATIVE DIRECTOR
Samantha Wasser has built her career specializing in the creation of fast-casual brands. With an eye for design, custom branding, and a unique ability to develop a brand, Wasser founded by CHLOE., the award-winning, plant-based, fast-casual brand, in 2015, which has grown to 10 locations internationally with additional expansion on the horizon.
In 2016, she partnered with Chef Ali LaRaia to open The Sosta, the fast-casual Italian concept in NYC’s Nolita neighborhood. In May 2018, Wasser opened DEZ with chef and TV personality, Eden Grinshpan. Dez brings contemporary Middle Eastern fare to NYC’s Nolita neighborhood.
Characteristic of Wasser’s playful style, DEZ is a whimsical, sophisticated restaurant whose interior design and vibrant brand identity complement the DEZ menu featuring Grinshpan’s fresh take on classic Middle Eastern cuisine.
A graduate of George Washington University, Wasser has been recognized as one of Zagat’s “30 Under 30” and one of INC Magazine’s “30 Under 30” for her work in restaurant development.
CO-FOUNDER + EXECUTIVE CHEF
Eden Grinshpan, the Canadian-Israeli Chef and TV personality, is best known for hosting Cooking Channel’s Eden Eats and Food Network’s Top Chef Canada. Citing her tenth-grade obsession with cooking shows as the catalyst to her culinary career, Grinshpan’s budding passion for food and baking led her to enroll in Le Cordon Bleu in London where she graduated with a “Grand Diplome” in both Pastry and Cuisine followed by the management program at the institute of Culinary Education in New York City.
While working at Babycakes in lower Manhattan, Grinshpan produced her first reel of Eden Eats, which led to a show on the Cooking Channel.
Since then, Grinshpan has been a featured judge on Food Network’s Chopped Canada, Cooking Channel’s Sugar Showdown and Donut Showdown, a guest co-host on VH1’s “Big Morning Buzz” and is currently the host of Top Chef Canada.
In 2017, Grinsphan partnered with Samantha Wasser to open DEZ, a contemporary Middle Eastern fast-casual restaurant, which opened in May 2018 in New York City’s Nolita neighborhood, featuring a menu inspired by Grinshpan’s Israeli heritage and travels throughout the Middle East.