NYC Restaurant Innovators Sponsored By Heineken: Mario Carbone, Rich Torrisi, And Jeff Zalaznick, Michelin Meets Mulberry Street

[Parm Restaurant] I like the concept that you aren’t trying to be an Italian restaurant serving Italian food in NYC, but a restaurant with the Italian New York food that you grew up with here. Rich: “That’s a great way to put it. We’re going to take that.” Jeff: “The food next door (Parm), the simplicity of it is based on the fact that the food there is all food that we grew up on in New York, you know that’s new york Italian food. That’s the food that we all grew up eating.” “It’s not about the Italian in New York it's about being Italian New York. You know the concepts are representative of the food and the restaurants that we all grew up eating at and loved and unfortunately over time have somewhat disappeared."