September 24, 2023


Business&Finance Specialists

NYC Ukrainian restaurant states business is up 50%: ‘Never noticed a bounce like this’

4 min read

As the Russia-Ukraine war carries on, Americans are nevertheless demonstrating their enthusiastic guidance of Ukrainian enterprises in the U.S. 

Veselka, the iconic Ukrainian cafe in New York Metropolis, is continuing to see prolonged lines and amplified curiosity in the eatery, in accordance to its operator, Jason Birchard.

Birchard, 55, instructed FOX Company that product sales have been up at least 50% in latest months, as people today have appear to display their assist for Ukraine soon after Russia invaded the nation on Feb. 24.

“For all the incorrect causes, it’s been a increase for organization,” Birchard told FOX Business. “I have never ever noticed a soar [in business] like this.”


“I’ve experienced traces commence as early as 9 a.m.,” Birchard additional. “I’ve never ever had a line at 9 a.m.”

Jason Birchard, 55, the operator of Veselka, advised FOX Enterprise that the restaurant has noticed a continuous stream of readers in modern weeks given that Russia invaded Ukraine. (iStock / iStock)

When FOX Company spoke with Birchard on Tuesday afternoon, he explained there was a line out the door with an typical wait time of 30 minutes. That isn’t standard for most Tuesdays at Veselka, Birchard claimed.

“I would never ever have a line-up right now,” Birchard explained. 


The growth in enterprise arrives as Veselka, like a lot of other restaurants, recovers from coronavirus-connected closures and limits above the past pair of yrs. 

The restaurant, which was opened by Birchard’s grandfather in 1954, is nevertheless battling with submit-pandemic staffing shortages. These shortages bring on more troubles for Birchard and his personnel, now with the unanticipated surge in business enterprise.

In addition, about 40% of Veselka’s workers are Ukrainian, so the emotional toll of the war is weighing on them, far too. 


“They appear to function for solidarity and assist, not only from me, as a Ukrainian-American company operator, but to hold their minds off of what is likely on over there,” Birchard reported.

It is also been challenging on Birchard, as well. He claimed he’s been performing seven times a week, some times up to 16 several hours a day.

Jason Birchard in front of his Ukrainian cafe, Veselka, in East Village, N.Y. (Photograph courtesy Jason Birchard)

“It is commencing to use on me,” Birchard mentioned. “And then to hear and see the information of innocent girls and kids – it is challenging to keep centered.”

“I know that folks are coming listed here for greater or for even worse and they are finding some comfort from what I’m doing and what I”m providing,” Birchard extra. “I come to feel like I’ve obtained to be there for them, so that offers me inspiration.”

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Birchard ongoing, saying that Veselka has normally been a place for individuals to come during difficult periods. 

“I believe individuals get the perception that consuming consolation foods in these situations brings some peace of mind to what’s going on in the earth,” Birchard explained. “And being aware of that they’re supporting a restaurant that’s actively concerned in supporting Ukraine, just type of can make the link all the nearer.”

Veselka has begun a number of campaigns to guidance Ukraine for the duration of the war. 

Earlier this thirty day period, the restaurant announced that the proceeds from all orders of its borscht – a traditional Ukrainian soup – would be donated to Ukrainian aid efforts, FOX Organization formerly described.

Birchard instructed FOX Small business on Tuesday that so much, Veselka has offered $50,000 truly worth of borscht, which comes close to 1,000 gallons, in just two and a half months. 

Veselka has partnered with Razom for Ukraine to cope with all donations, Birchard reported.

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The restaurant is also accumulating donated healthcare supplies, dried foodstuff and other requirements via an Amazon Would like Record on its internet site. Birchard explained Veselka has probably gathered at least $20,000 to $30,000 well worth of provides.

Apart from donating funds and obtaining materials, Veselka’s clients are continuing to demonstrate up each working day to try to eat at the restaurant and aid the organization.

“It is just been an outpouring of adore and guidance that I’m really grateful for, but I just wish it was below superior conditions,” Birchard explained. of life/ukrainian-cafe-veselka-business enterprise-soaring