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From Finance to Food, Lily Rivkin Friend founded Rooted, a fast-casual NYC-based restaurant, ‘rooted’ in the values of simplicity and transparency. With every item on the menu crafted with 7 ingredients or less, Rooted instills confidence and trust in their consumers through ingredient transparency. Lily has gained over 40k+ followers on social by through filming BTS style content, giving consumers an inside look to the making of Rooted and what it’s really like owning and operating a restaurant. Prior to Rooted, she worked at Citigroup in the sales and trading division and as in New Verticals/Products at Via, a transit tech company that IPO’d in 2025.