Rosebud Millennium Park location plans Mexican street food-inspired rebrand

Rosebud on Randolph is set to undergo a major overhaul, turning the formal Italian dining establishment into a casual Mexican street food hotspot dubbed “Esta Loca”.

According to a report by Crain’s, the restaurant’s shift away from classic Italian fare comes as its owner, the Rosebud Restaurant Group, attempts to reach a younger crowd and generate more business from downtown tourism.

With its updated model, the restaurant is reportedly vying for better value to win customers back. According to Crain’s, the new Esta Loca will feature a variety of fast-casual food and drink options, namely street tacos, burritos, taco bowls, and margaritas.

Rosebud Group’s chief operating officer Nick Lombardo told Crain’s that the restaurant has struggled in the aftermath of the pandemic amid changing consumer preferences and lowered traffic in the Loop. Before the pandemic, restaurants like Rosebud bet on business lunches and happy hour crowds to drive sales.

Lombardo stated that the restaurant, which opened in late 2021, has failed to garner sufficient business from the tourism crowd with its current menu and model. The COO is reportedly optimistic that a refreshed menu and new focus will allow the restaurant to expand its customer base and position itself for longevity.