{"id":45793,"date":"2025-01-03T10:55:37","date_gmt":"2025-01-03T15:55:37","guid":{"rendered":"https:\/\/alumni.cornell.edu\/cornellians\/?p=45793"},"modified":"2025-01-03T11:36:41","modified_gmt":"2025-01-03T16:36:41","slug":"rosen-juniors","status":"publish","type":"post","link":"https:\/\/alumni.cornell.edu\/cornellians\/rosen-juniors\/","title":{"rendered":"Cheesecake Mogul Alan Rosen \u201991 Oversees a Comfort-Food Empire"},"content":{"rendered":"\n

The Hotelie is CEO of Junior\u2019s\u2014the iconic NYC eatery where his grandfather\u2019s recipe still rules the dessert menu<\/p>\n\n\n\n

By Joe Wilensky<\/strong><\/p>\n\n\n\n

\u201cIf you want to know the magic of cheesecake,\u201d says Alan Rosen \u201991, \u201cyou\u2019ve got to taste it plain\u2014just the way it is.\u201d The CEO of the famed Junior\u2019s<\/a> restaurant chain is having lunch at one of its Times Square locations, and on the table in front of him are mouth-watering slices of some half-dozen varieties of the establishment\u2019s iconic dessert.<\/p>\n\n\n\n

Rosen is the third-generation owner of Junior\u2019s, the NYC diner-and-dessert institution most famous for what has long been lauded\u2014by media outlets, celebrities, tourists, and local regulars alike\u2014as the exemplar of New York-style cheesecake.<\/p>\n\n\n\n

\"a
Joe Wilensky \/ Cornell University<\/figcaption>
A sampling of Junior\u2019s signature offerings.<\/figcaption><\/figure>\n\n\n\n
<\/div>\n\n\n\n

Other varieties of Junior\u2019s most celebrated offering include strawberry; red velvet; devil\u2019s food (essentially, a plain cheesecake inside of a chocolate layer cake); Oreo; carrot cake; and a new flavor, raspberry supreme, launched in 2024 on National Cheesecake Day (July 30).<\/p>\n\n\n\n

The eatery\u2019s line of 140-calorie mini cheesecakes has been a hit, as has its 380-calorie \u201cLittle Fella\u201d\u2014with these smaller portion sizes now comprising nearly half of all sales.<\/p>\n\n\n\n

\u201cAt the end of the day, most of our customers want the basics,\u201d Rosen says. \u201cWhen you have a good recipe, you don\u2019t want to get too crazy.\u201d<\/p>\n\n\n\n

\n

At the end of the day, most of our customers want the basics. When you have a good recipe, you don\u2019t want to get too crazy.<\/p>\n<\/blockquote>\n\n\n\n

Junior\u2019s sells tens of millions of slices and whole cheesecakes each year through its restaurants; on the home-shopping channel QVC; at Costco; wholesale; and through online orders. Its bakery goes through 6 million pounds of cream cheese a year.<\/p>\n\n\n\n

And while the company has grown significantly in the past quarter-century with Rosen at the helm, he says Junior\u2019s success is rooted in tradition: its basic cheesecake recipe is the same one that his grandfather, Harry Rosen, used when he opened Junior\u2019s original location on Flatbush and DeKalb avenues in Downtown Brooklyn in 1950.<\/p>\n\n\n\n

\"vintage
A Brooklyn institution: The original location in the 1970s.<\/figcaption><\/figure>\n\n\n\n
<\/div>\n\n\n\n

\u201cWe\u2019re still mixing the cream cheese, the eggs, the sugar, the heavy cream exactly the same way\u2014we\u2019re just doing it millions more times,\u201d he says.<\/p>\n\n\n\n

\u201cI had a piece last week, and I\u2019ll have one today, and it\u2019ll make me smile just like it did the first time I had it. How many things haven\u2019t changed in 74 years?\u201d<\/p>\n\n\n\n

That fidelity has paid off far beyond NYC: the most recent Junior\u2019s to open\u20142,000 miles away, just off the casino floor at Resorts World Las Vegas\u2014has earned rave reviews.<\/p>\n\n\n\n

\"product
The popular “Little Fella.”<\/figcaption><\/figure>
\n

\u201cIt has a fluffiness you don\u2019t normally associate with cheesecake,\u201d gushed Las Vegas Weekly<\/em>, \u201cand the taste\u2014sweet and creamy, yet unexpectedly airy and light\u2014absolutely sings.\u201d<\/p>\n\n\n\n

Also famous for its ample deli sandwiches, Junior\u2019s has long been an NYC stalwart with a devoted clientele.<\/p>\n\n\n\n

The Brooklyn flagship in particular is a popular stop for politicians\u2014local, state, and national\u2014looking to schmooze with locals and woo voters.<\/p>\n<\/div><\/div>\n\n\n\n

<\/p>\n\n\n\n

(In 2020, an election commission filing revealed that longtime U.S. Senator Chuck Schumer spent more than $8,600<\/a> of his own money on its desserts, for himself and others, over the course of a decade. \u201cGuilty as charged,\u201d Schumer told reporters. \u201cIt\u2019s the best cheesecake in the world.\u201d)<\/p>\n\n\n\n

Rosen was smitten with the restaurant industry from childhood\u2014and always knew he wanted to join the family business.<\/p>\n\n\n\n

\"Alan
Then-Mayor Michael Bloomberg (left) enjoys a slice as Rosen looks on.<\/figcaption><\/figure>\n\n\n\n
<\/div>\n\n\n\n

\u201cAt five years old, if I wanted to see my dad, I went to work with him, because he was working all the time,\u201d he recalls. <\/p>\n\n\n\n

\u201cI grew up in the business, literally and figuratively; I adored it, and I still do.\u201d<\/p>\n\n\n\n

\n

I grew up in the business, literally and figuratively; I adored it, and I still do.<\/p>\n<\/blockquote>\n\n\n\n

And although Rosen wanted to go directly to work at Junior\u2019s after high school\u2014having spent several summers there\u2014his father insisted he pursue higher education.<\/p>\n\n\n\n

\u201cI said, \u2018Dad, why can\u2019t I just go to work for you?\u2019 And he said, \u2018I didn\u2019t have a chance to go to college. You\u2019re going.\u2019\u201d<\/p>\n\n\n\n

\n

<\/p>\n\n\n\n

Rosen indeed became the first in his family to pursue higher education, heading to what\u2019s now the Nolan School of Hotel Administration<\/a>.<\/p>\n\n\n\n

After graduation, he spent a few years elsewhere in the restaurant industry before returning to Junior\u2019s, where he quickly worked his way through the ranks, ultimately becoming CEO.<\/p>\n\n\n\n

Under Rosen, the business modernized its operations and began adding restaurants.<\/p>\n<\/div>

\"Alan
Inspecting products at the bakery.\n<\/figcaption><\/figure><\/div>\n\n\n\n

Its first Times Square location opened on 45th Street in 2006, followed by an outpost at Connecticut\u2019s Foxwoods Resort & Casino two years later; a second Times Square restaurant (at 49th Street) in 2017; and the Las Vegas spot in early 2024.<\/p>\n\n\n\n

Meanwhile, he moved baking operations from Queens to a vast 103,000-square-foot facility in New Jersey with 240 employees. Junior\u2019s wholesale business now makes more than $50 million each year.<\/p>\n\n\n\n

\u201cWe\u2019re now much more professionalized, but the mom-and-pop feel persists,\u201d he says. \u201cYou can\u2019t lose sight of the fact that we\u2019re in the hospitality business. That\u2019s what we\u2019re doing, every day.\u201d<\/p>\n\n\n\n

\"exterior
The 45th Street location is an eater\u2019s oasis in Times Square, day or night.<\/figcaption><\/figure>\n\n\n\n
<\/div>\n\n\n\n

Rosen regularly stops by his restaurants\u2014having meals, doing quality checks, and chatting with staff. He\u2019s not shy about giving feedback, even returning orders to the kitchen if they don\u2019t pass muster.<\/p>\n\n\n\n

(At his lunch meeting with Cornellians<\/em>, he praises a waiter\u2019s attentiveness, notes that the coleslaw lacks enough carrots, and taste-tests some potato salad.)<\/p>\n\n\n\n

\"close-up
Joe Wilensky \/ Cornell University<\/figcaption>
Nosher’s delight: Deli sandwiches and sides.<\/figcaption><\/figure>
\n

Ultimately, what Junior\u2019s serves\u2014from its desserts and sandwiches to its mac and cheese, fries, and matzo ball soup\u2014is what Rosen calls \u201cBrooklyn comfort food.\u201d<\/p>\n\n\n\n

\u201cWe have our roots in New York and in Jewish food,\u201d he says, \u201cbut we also have barbecue pork ribs.\u201d<\/p>\n<\/div><\/div>\n\n\n\n

In addition to regularly appearing on QVC, Rosen has been the public face of the business on morning news shows and on the Food Network.<\/p>\n\n\n\n

He also has co-authored four cookbooks, including Junior’s Cheesecake Cookbook: 50 To-Die-For Recipes of New York-Style Cheesecake<\/a><\/em> (which Publishers Weekly<\/em> called \u201cpure gold for any aspiring cheesecake maker\u201d) and Junior\u2019s Home Cooking: Over 100 Recipes for Classic Comfort Food<\/a><\/em>.<\/p>\n\n\n\n

On the Hill, one of Rosen\u2019s three children is currently a junior in the Nolan School. And he has remained active as an alum\u2014serving on the school\u2019s advisory board, speaking to classes, participating in a lecture series, and giving talks to fellow alumni<\/a>.<\/p>\n\n\n\n

\"Alan
Rosen (center) with his brothers at Commencement.<\/figcaption><\/figure>\n\n\n\n
<\/div>\n\n\n\n

\u201cThe Hotelies in my class were extremely excited for Alan\u2019s visit; he was very charismatic and engaging,\u201d says Alex Fulmer \u201915, an assistant professor of marketing\u2014who notes that Rosen brought cheesecake for all 50 students, plus the TA.<\/p>\n\n\n\n

\u201cOf course, the students all absolutely loved this.\u201d<\/p>\n\n\n\n

\n

Finance professor Steve Carvell\u2014who once taught Rosen and now works with him on school events\u2014recalls recently chatting with him about how Junior\u2019s was navigating a cream cheese shortage.<\/p>\n\n\n\n

\u201cI asked him if he\u2019d consider finding another supplier, and he said \u2018never<\/em>\u2019; quality and consistency were the most important factors for him,\u201d Carvell says. \u201cManaging through shortages or margin compression were issues he could deal with; lessening the quality of his product or diluting the Junior\u2019s brand were out of the question.\u201d<\/p>\n\n\n\n

Rosen is a lifelong New Yorker who has strong opinions and seems to know everyone\u2014so perhaps it\u2019s not surprising that he has been reported to be pondering a run for mayor<\/a> in 2025.<\/p>\n<\/div>

\"Then-president
Then-president Barack Obama and then-NYC Mayor Bill de Blasio exit the Junior\u2019s in Brooklyn in 2013.<\/figcaption><\/figure><\/div>\n\n\n\n

Citing concerns about crime and quality-of-life issues throughout the boroughs\u2014and decrying the polarization that has created an unhealthy contempt for those on the other side of the aisle\u2014Rosen says he\u2019s seriously considering a candidacy in the vein of another entrepreneur turned politician, former Mayor Michael Bloomberg.<\/p>\n\n\n\n

\u201cI believe that it\u2019s time, regardless of party, for someone to run the city with a businesslike, more pragmatic approach to government,\u201d he says, \u201cjust making the right decisions, regardless of what a party says or thinks you\u2019re supposed to do or say.\u201d<\/p>\n\n\n\n

Top: Rosen in the Times Square Junior\u2019s on 49th Street (Joe Wilensky \/ Cornell University). All photos provided, unless otherwise indicated.<\/em><\/p>\n\n\n\n

Published January 3, 2025<\/p>\n\n\n\n

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