Since 1954, Veselka has been serving up Ukrainian food from the same location in the heart of the East Village.
Veselka, which means rainbow in Ukrainian, was founded by Volodymyr and Olha Darmochwal in 1954. Volodymyr and his wife were Ukrainian refugees in the late 1940s and found a home in the Little Ukraine neighborhood of the East Village of Manhattan.
Ever since then, Veselka has grown from a small newsstand into a 24-hour gathering place, serving up Ukrainian soul food with traditional dishes like pierogi/varenyky, stuffed cabbage, potato pancakes, blintzes and goulash to the delight of locals and visitors alike.
The restaurant, now owned and operated by Volodymyr’s grandson, Jason Birchard, was owned and operated by Tom Birchard for many years, the son-in-law of the original founders. Throughout the restaurant’s 70-year history, it has been expanded several times, been featured in many prominent films (such as Ocean’s 8, Trainwreck and Juno) along with numerous features in local and national publications. Veselka is, put simply, an institution of New York City.
Beyond its culinary acclaim, Veselka remains deeply connected to the local Ukrainian community, with Ukrainian staff and ongoing support for organizations linked with humanitarian efforts in Ukrainian.
Our History
1954
Veselka was born.
1966
Veselka expanded in 1966, taking over the store front on East Ninth Street.
1980
The village Voice gives Veselka its first review!
1990
Veselka opens 24 hours a day / 7 days a week.
1996
Veselka expands into its current space after a 4 month renovation, nearly doubling the size.
2004
We celebrated our 50th anniversary with a dedication ceremony and a plaque marking the occasion.
2009
Veselka releases its cookboko.
2014
Veselka Cycling Team is founded.
2015
The Bacon, Egg and Cheese Pierogi hits the menu from the first community "pierogi maker" competition.
2018
Veselka opens a kiosk at Union Square Holiday Market.
2019
Veselka Essex opens at the Market Line.
2022
Veselka launches its "Eat Borscht Stand with Ukraine" campaign and raises $400,000 across a year and a half.
2023
Veselka is nominated for a "James Beard Award" for Best Restaurant.
2023
Veselka announces its upcoming location at Grand Central Terminal.
2023
Veselka opens at GCT in the fall with a signature pierogi making a big splash!
2023
Veselka is nominated and wins the Maya Humanitarian Award.
2023
Veselka is nominated and wins the Rise Humanitarian Award.
2023
Veselka annouces its upcoming location in Williamsburg, Brooklyn.
2024
Veselka reaches its goal of raising 500k for humanitarian relief for Ukraine.
2024
The secret is out!Veselka annouces that Veselka: The Movie will be in local theaters in February 2024.
2024
Veselka Williamsbury opens it's doors!
2024
Veselka X Katz's Delicatessen collaboration celebrates the opening of Veselka WIlliamsbury with an absolute delight, the "Pastorgi."
2024
Veselka is honored and wins the 2nd Annual Friends of Ukraine Award.
2024
Veselka launches two pierogi bars at Madison Square Garden!
Tasty Tidbits
We make:
7,500 pierogi a day
5,000 Latkes a week
15,000 gallons of Borscht A year
2023 JAMES BEARD AWARD NOMINEE
Veselka was nominated for Best Restaurant
CERTIFIED 2 STAR GREEN RESTAURANT
Veselka has been since 2009
TOP 10% OF TRIPADVISOR
RESTAURANTS
Veselka has been since 2015
Movie Features:
Veselka: The Movie (2024)
Ocean’s 8 (2018)
Billions (2018)
Trainwreck (2015)
Nick and Norah’s Infinite Playlist (2008)
Trust the Man (2006)
TV Features:
Love Life (2020)
Sea Changes (2020)
Blue Bloods (2019)
Gossip Girl (2009)
7x Judge for the Beat Bobby Flay Show
2x Guest on the Rachel Ray Show
1st The Winner of GMA’s 2018 Latke Festival
Charity Partners
- Local
St George’s Catholic Orthodox Church
3rd Street Music School
NYPD 9th Precinct
City Harvest
One Love Community Fridge
Maya’s Hope
Emma’s Torch
Plast foundation
14th Street YMCA
Theater for the New City
Living Arts Collaborative
- International
Razom for Ukraine
World Central Kitchen
Ukrainian Habitat Fund
- Key Partners
The Village Trip
Irondale Theater
Greenwich Village Society for Historic Preservation
Ukrainian Institute of America
The Hope Program
Taste of LES
Brooklyn Cyclones
City Winery
Our Team
Jason Birchard
3rd Generation Owner
New York City-raised and a graduate of SUNY Albany, Jason has been working at Veselka since he was a teenager. Upon graduation in 1989, he was instrumental in opening Veselka up to 24 hours in 1991. In 2000 he stepped into the role of handling daily operations. Today he continues to oversee all aspects and is always searching for new ventures to expose Veselka. Jason got married in 2009 to Jessyka Cueva and has one child, Sofia. Jason’s heritage has made sure he continues to support Ukraine during these tragic times. He is on the advisory board of the Ukrainian Habitat Fund, a member of the Ukrainian Institute, and a contributor to the Ukrainian Museum. Veselka has collected and donated more than $500,000 to various Ukrainian Humanitarian causes in the past year.
Tom Birchard
2nd Generation Owner
Tom was born in Williamsburg, PA and grew up in Pennsauken, NJ. He attended Rutgers University, graduating in 1969 with a degree in business administration. He was introduced to Veselka in 1965 while dating the original owner’s daughter, Marta and Tom married the following year and Tom began working at Veselka part-time while completing his education at Rutgers. They have two children, Jason and Tom Jr. Tom took over the operation of the business in 1975 when his father in law died suddenly and has been running Veselka ever since with the help of his son, Jason. Tom and Marta eventually separated and Tom later married veterinarian Dr. Sally Haddock who owns St. Marks Veterinary Hospital. They have three children, Kristen, Todd and Sara.
Justin Birchard
COO
A graduate of The Ohio State University’s Hospitality Management program, Justin has spent his career in hospitality, working for brands such as Hyatt, Pret A Manger and Tartine Bakery. Justin is Jason’s first cousin and son of Tom Birchard’s brother, Stephen. With the retirement of Tom in the past few years, Justin and his wife Rosie and daughter Violet recently relocated back from Los Angeles to join the Veselka team. Justin spent 8 years previously in NYC working in procurement and then construction project management and development roles for the aforementioned brands. Justin spent 3 years in California opening restaurants in Los Angeles and San Francisco. He brings a multitude of disciplines to his role at Veselka and is eager to assist in building his family’s brand.
Vitalii Desiatnychenko
VP of Operations
Vitalii was born and raised in Kyiv, Ukraine. At the age of 20, he graduated KNEU with a degree in Economics and Management and moved to the US. Veselka was Vitalii's first employer on a different continent and he has been with the company for more than a decade by now.
Over the past years, Vitalii has worked his way up from busser to Director of Operations. In his current role, Vitalii oversees operations at all locations and takes ownership in critical business functions to improve efficiency, quality and customer satisfaction. His experience in the hospitality industry, together with the knowledge of all aspects of operations at Veselka and Ukrainian cuisine add an incredible value to the brand.
Celebrating the 70th years of our journey...
Veselka is proud to celebrate 70 years of serving up the rich, comforting flavors of Ukrainian cuisine in the heart of New York City's East Village. Since 1954, our family-owned restaurant has been a cherished culinary institution, bringing generations of New Yorkers and visitors together over plates of pierogi, borscht, and other time-honored dishes.
Making it to 70 years is about so much more than just delicious food.
It’s about…
History
From our humble start in 1954, we’ve grown into a beloved NYC landmark where our love for authentic Ukrainian cuisine remains a cornerstone of our rich, varied history.
Community
At Veselka, community is not just a concept. We transcend from being just a restaurant, where laughter and hearty chatter echo as loudly as the clinking of utensils.
Beyond the joyous occasions, we stand firm as a pillar of support during challenging times, rallying behind and championing causes that resonate with our community.
Family
Family for us has grown beyond the Darmochwal and Birchard families. It extends beyond blood ties to include our dedicated staff, cherished patrons and the diverse community that calls Veselka home.
Veselka welcomes everyone, fostering a connection that goes beyond traditional family boundaries.
Passion
We pour passion into everything that we do, whether that’s the meals that we create in our kitchens, the ever-changing vibrant murals that grace our walls or our fundraising efforts to help Ukraine.
Our genuine and heartfelt commitment embodies the Veselka spirit, shining through in everything that we do.