Fresco Launches New Brunch Experience Amid Changes in Midtown

Fresco, an Italian restaurant co-owned by Rosanna Scotto, has introduced its Saturday brunch for the first time this October, complete with live DJs, bringing a fresh vibe to Midtown.

Rosanna, known for her role on “Good Day New York,” has deep ties to the restaurant. It’s a family affair; she, along with her mother Marion and her children—LJ and Jenna Ruguilero—started Fresco in 1993. Over the years, it has become a staple in East Midtown, known for its inviting atmosphere and high-quality Italian dishes, even amidst stiff competition.

Yet, the future seems a bit uncertain as both Fresco and the building it resides in face challenges. The site is near the ambitious 350 Park Ave. development. This megaproject, backed by Vornado Realty Trust, Rudin, and Ken Griffin, aims to raise a new skyscraper that will soar to 1,600 feet, considerably taller than the current JPMorgan Chase headquarters, and it will complicate the area by requiring the demolition of three buildings, one of which closely borders 485 Madison.

Despite these looming changes, Scotto remains optimistic. “We’ve spoken with the developers,” she mentioned, “and they’re mindful of our needs. Restnic really values our presence here.”

Jonathan Restnick expressed enthusiasm about continuing the partnership with the Scotto family, reflecting on the longevity of their restaurant that has thrived across generations. “We’ve been around for nearly 100 years, and we understand the dynamics necessary for long-term success,” he said.

As demolition approaches next year, Scotto acknowledges the challenges ahead. “I know our façade is going to be affected,” she said, “but I’m hopeful it sets the stage for something beautiful.” There’s a blend of uncertainty and excitement in the air, which—perhaps—captures that essence of what it means to maintain a business in a changing landscape.