102 5th Ave, NYC 10011


La Rioja is a spanish seafood and wine restaurant concept in the flatiron district of New York. 

Demographic research is important for restaurants, especially for NYC. designing for a demographic that doesn't live in or near the neighborhood could mean instant failure in the cutthroat business.


Average age:

Average Income:

3,180 Masters
1,500 Bachelors

Job Type:

Marital Status:
56% married without children
24% married with children
11% single
9%   single parent


Interior design by Abigail Cuevas



The website for La Rioja plays on the sense of mystery the restaurant evokes. Scroll down the webpage to a rotary phone that when clicked, brings you to a page to make a reservation. There is no information about the chef, the menu, or anything else  the most important part is experiencing the restaurant in person.






107 E 14th Street, NYC 10011

El Cerdo is a spin-off restaurant to La Rioja. It has the same spanish flair and wine with a sarcastic twist. 

El Cerdo sells wine and cured meats that are expertly crafted.

Everything from the exterior to the to-go packaging reflects brand personality.