Beyond the Mimosas: How NYC Brunch Squad is Redefining Social Dining

By Charlene Lazewski

Discover how NYC Brunch Squad's founder turned weekend dining into a social movement in this insightful Q&A. Brunch, bond, and build!

When you think of brunch, what comes to mind? Maybe a perfectly poached egg, a bottomless mimosa, or that one friend who always insists on avocado toast. But for the founder of NYC Brunch Squad, brunch is more than just a weekend indulgence—it’s a lifestyle, a movement, and, dare we say, an art form. Meet Liza R., the genius and social architect behind New York City's most exclusive brunch club, where the pancakes are fluffy, the connections are real, and the conversations are anything but basic.

In this no-filter Q&A, Liza spills the tea (and maybe some hollandaise) on what inspired the birth of this bruncher’s paradise, the secret to curating the most advantageous networking and community building event, and why brunch just might be the most important meal of the week. Whether you're a brunch aficionado or a newbie looking to meet new friends, get ready to be schooled in the art of brunching like a true New Yorker. Spoiler alert: it’s about way more than the food.

Q: What led you to start NYC Brunch Squad, and what were your initial expectations for it?

A: I was really lucky to have friends from college already living in NY when I moved here, but I kept meeting so many amazing women who were finding it really difficult to make new friends in the city. I wanted to create a fun community where people could connect and build friendships. Honestly, I don’t even remember what my expectations were at the start, but I definitely never imagined it would grow into what it is today.

Q: Talk to us about your business structure - did you start with a budget in order to rent spaces in restaurants + pay for food/drinks, etc. for your gatherings? How did you put the events together, walk us through the process.

A: I learned everything as I went! I definitely made some mistakes in the beginning, but I don’t regret them because they helped me refine my process and get to where I am today. Now, I have a 25-step planning process for each event, complete with systems that make it much easier to replicate my efforts each month.

Q: What has been the most fruitful growth strategy behind NYC Brunch Squad?

A: The most effective growth strategy for NYC Brunch Squad has been a combination of social media marketing and word of mouth. Social media has allowed us to reach a broader audience and showcase what we’re all about, while word of mouth has helped us build a strong, connected community. There are even therapists in NYC that refer our Squad to their clients. As someone graduating with their Masters in Mental Health Counseling, that means a lot to me!

NYC Brunch Squad Website

Q: Describe who the perfect candidate to join NYC Brunch Squad would be.

A: The perfect candidate for NYC Brunch Squad is someone who’s excited to put themselves out there, eager to expand their social circle, and ready to enjoy new experiences with a group of like-minded women. If you’re looking to make genuine connections and have a great time doing it, you’ll fit right in!

Q: What have been some of the most significant things that have happened amongst NYC Brunch Squad members?

A: This is a long list! Every year, we engage in several volunteer experiences and financially support charities close to my heart. It's amazing to see the collective impact we can have on the community. Another highlight was when Meta produced a film about us, which was an incredible experience! (View it here. ) We've also secured brand partnerships with amazing companies like Diane von Furstenberg, Charlotte Tilbury, Olipop, and more. We're getting ready to take our first trip with a partnership with Travel + Leisure GO so that's super exciting too! (And, our Travel Club is open to women who do not live in NYC!)

Q: What can new members expect by attending a NYC Brunch Squad event? Walk us through the experience.

A: Once you register, you’ll receive an email and text with all the event details to get you pumped up! You'll also be added to a group chat with other attendees so you can start connecting before the event.

When you arrive, our ambassadors will greet you, introduce you to others, and make sure you’re having a blast.

At mealtime, you’ll find your name tag at a table with ladies in your age range who share similar interests. We even have a photographer capturing all the cute moments. For those who might feel a bit shy, we always have an optional icebreaker to help get conversations going. Our events usually run past the scheduled end time and the fun often doesn’t stop there—many attendees head out together to continue the day’s adventures at another venue or activity together! In the past five years, 100% of attendees have said they’ll be back for another event—so we know we are doing something right! ;)

Q: What do you envision for the future of NYC Brunch Squad?

A: For the future of NYC Brunch Squad, I see us expanding our brand partnerships to host even more events each month and make an even bigger impact on social causes around the world. I also want to keep curating our specialized clubs, like the book club, travel club, and fitness club, because it’s so rewarding to connect the ladies through their shared interests.

Q: As a founder, what has been the biggest takeaway from growing NYC Brunch Squad to what it is today?

A: Definitely realizing the power of community! It’s incredible how much impact we can have when we bring people together with a shared purpose. The connections, friendships, and support that have come out of this group are beyond anything I ever imagined. Every week someone is messaging me about their experience and making me cry (happy tears!) telling me what a difference its made in their life. I save those messages in a folder on my computer and look in that folder on the hard days when I want to give it all up LOL.

Follow NYC Brunch Squad

Website: nycbrunchsquad.com

IG: @nycbrunchsquad

Founder Email: Liza@nycbrunchsquad.com