S'MAC is a Title III - Regulation Crowdfunding Campaign and is actively accepting investments.
$500.00 minimum investment


Customized Macaroni & Cheese

Small OPO
New York, NY
Consumer Products
Accepting International Investment
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Giving Cheesy Goodness

What is S'MAC?

S’MAC, short for Sarita’s Macaroni & Cheese, is a category-defining restaurant founded upon the idea of elevating macaroni & cheese from a perennial side dish to the status of a meal in and of itself.  

S’MAC opened its doors in June 2006 in the East Village neighborhood of New York City and features a menu based solely around variations of traditional macaroni & cheese and to our knowledge was the first such restaurant and an inspiration for all the other mac & cheese eateries now opening around the country. On opening day, the long lines and media frenzy quickly proved that even though the predictions about the relevance of this concept were correct, the entire process at S’MAC would have to be redesigned because the existing kitchen, equipment and preparation techniques were labor and time intensive and not conducive to servicing the high volumes being seen.  

The 3-4 years after opening were used as an incubation period for this concept, where a unique process was developed and deployed for delivering baked-to-order and individually customizable mac & cheese dishes in a fast-casual setting.  The process was designed to maintain high food quality and baked to order dishes using freshly prepared ingredients yet staying at an affordable price point.

TARGET:   To expand S’MAC from the existing 1 unit to 10 units and to refine the operating model so that it can subsequently be rolled out nationwide, incorporating its core purpose and its core values.

STATUS:   Currently there is one S’MAC location extant averaging $22,000 per week in sales with dine-in and take-out alone (no deliveries).  On average, each staff member has been employed at S’MAC for 6+ years. There is a loyal customer base with over 13,000 followers on Facebook and over 8,000 people on the mailing list. S’MAC ships food nationwide and after 11 years still gets requests almost daily to open a location in various cities in the US and throughout the world. 

PLAN:   We are looking to open 10 new locations over the next 2-3 years and will also use this time to:

  • Develop operating manuals and implement training systems, for both hard and soft skills.
  • Build programs to give back to communities S’MAC will open in (over and above food & monetary donations).
  • Build a corporate operations and finance team that will help take S’MAC to the next level.
  • Raise funds for a larger deployment throughout the US & Canada starting in 2021. 

FINANCIAL:  This phase in the growth of S’MAC will require $6 million which will enable us to open 10 additional restaurants, one year of corporate salaries and to retire some current debt.  People with operational expertise, and financial expertise, in multi-unit restaurants will need to be hired to help grow S’MAC successfully. 

The Offering

Convertible Promissory Notes

Note converts to Common Stock when the company raises $1,000,000 in a qualified equity financing.

Maturity Date:  June 1, 2021

$3,000,000 Valuation Cap

25% Discount Rate

5% Annual Interest Rate

Maximum ($107,000) in convertible notes

Minimum ($10,000) in convertible notes


If you invest in S'MAC you will receive a $100 S'MAC gift card to our location.

For details on the bonus, please see the Offering Summary below.

We believe Mac & Cheese will become a dining category, like Burgers & Pizza, with S'MAC being the beginning of this category

Our Story

The story of S’MAC begins in 2005 when we were still living in Manchester, NH and working in our respective careers as engineers.  We were in love with New York City and would travel regularly and frequently – sometimes making the five-hour drive just for a day trip - and talking about moving there “one day”.  Finally, on a drive back to Manchester after one such visit (Memorial Day weekend 2005 to be exact) and inspired by the energy of the city, we decided to take the plunge and move to New York.  Over the next few weeks we sold practically everything we owned, quit our engineering jobs and re-located to a sublet in the East Village neighborhood of Manhattan on July 31st.  It was intimidating yet thrilling!  We had enough money to pay the bills for a few months and we decided that we would use those available months to find work that we actually love and not jump at the first opportunity that offered a stable salary.

When we weren’t spending time on the job hunt we were out exploring the city, and a major attraction of NYC is the plethora of amazing restaurants to eat at.  Especially intriguing were the niche restaurants that served just one item and did it well.  One such place was the Peanut Butter Company in the Village – a restaurant that dedicated its whole menu to different variations of PB&J sandwiches. 

While eating lunch there one day, Sarita felt that in this city of niche eateries surely there must be a mac & cheese eatery somewhere and decided that was where we would eat our next meal. We searched but couldn’t find one anywhere in the city nor could we find any mention online of such a place existing anywhere else.  

In 2005, it seemed like mac & cheese was a popular menu item on many restaurant menus where it would be one item among the many other things offered on their menu. We also read a lot of chatter about mac & cheese on foodie boards such as Chowhound with people trading favorite recipes or tips on where to find the best mac & cheese.  To our knowledge, however, there was no restaurant that specialized in just mac & cheese, and we found this fascinating.  

We have always known of niche restaurants focusing on a single menu item in this country – things such as burgers, pizza, tacos, etc.  Yet one of the most quintessential of all American foods, macaroni & cheese, seemed to have never been represented by its own eatery.

Once we conceived of the idea of a restaurant dedicated to mac & cheese we couldn’t let it go.  Neither of us had any prior experience of being in the food business, and opening a restaurant had never even registered in our minds as a possible future career.  However, this idea was so compelling that we felt we had to either do something about it or spend the rest of our lives wondering ‘what if’, and so we started taking the first tentative steps to explore what it would take to open a restaurant in this city.

9 months after that lunch date at the Peanut Butter Company, S’MAC opened its doors and it has been an incredible ride ever since.

Core Purpose & Values

S'MAC has now been operating for over 11 years, serving delicious and innovative mac & cheese dishes but with a greater sense of purpose behind them.  In 2017, the owners of S’MAC and its entire staff came together to articulate what the foundation of the company truly is.  This is what was established:

Core Purpose of S’MAC

  • To Give Goodness

Core Values of S’MAC

  • Put people first always
  • “For everyone”: welcoming and accessible to everyone (including all income levels, people with dietary restrictions, etc.)
  • To operate with honesty, integrity and openness

Long-Term Goal of S’MAC

  • Become the company most known for providing training, opportunities and tools for personal and professional growth of its employees.

Vivid Description

  • We will create an environment that provides resources that employees need in order to learn how to set and achieve life goals.  Working at S’MAC will mean that they are learning life skills, not just job skills.

Our Mac & Cheese

Scratch Cooking in Small Batches

At S'MAC, we are adamant about serving real food at all times.  That means nothing is processed and nothing is pre-cooked.  All ingredients that go into our mac & cheeses are delivered to the store and are chopped, shredded, and cooked by our staff.  This includes cheeses, pasta, meats, vegetables, etc.  In addition we cook in small batches all day and do not cook anything days in advance.  It is our commitment that everything at S'MAC will always be cooked from scratch at each store.

12 Years and Going Strong

The doors to S'MAC opened on June 24, 2006, and we are currently in our 12th year of operation.  Being a small family-owned business has been an experience filled with ups and downs.  During these 12 years, we have had two of our own children (now an 8-year-old and a 5-year-old). 

  • Pioneers in Mac & Cheese:  To the best of our knowledge, we were the first-ever restaurant that dedicated its menu entirely to mac & cheese.  Since then, we have created a successful mac & cheese restaurant model that has been copied by others and has helped create this restaurant category.
  • Menu Innovation:  We have constantly pushed the boundaries of who can eat mac & cheese. In 2008 we were able to offer every single mac & cheese on the menu gluten-free.  By 2010, we had a Vegan offering and also were able to offer any mac & cheese with a reduced-lactose option.  A goal of ours is to offer an organic menu along with freshly-made house pasta.
  • Restaurant Innovation:   Lacking any pre-existing mac & cheese restaurants to model ours after, we opened with a traditional kitchen setup which proved not conducive to the high volume of traffic we started seeing.  We spent the next four years doing research on equipment, take-out packaging and implementing changes.  Now, almost every mac & cheese place that has opened uses exactly what we designed.  The model is working.
  • It's Not All Fun & Games:  We have lived through 12 years of business and have been through ups and downs.  We know what it takes to sustain a business.
  • Passion:  As the founders of this concept, we still have the passion and excitement in our brand and believe that it will be a worldwide presence in the years to come.
  • Loyalty:  We have a large and loyal customer base who return regularly to the restaurant and are emotionally tied to S'MAC.  We see new faces along with longtime ones who have been coming to us since we first opened!
  • Expertise:  We have participated as mentors for entrepreneurial panels, business coach competition judges, and as members of restaurant round tables.  The video shown here (above and on the right, or below on mobile devices) is a detailed interview with Sarita regarding women-owned businesses that include tips for other aspiring female entrepreneurs. 

The S'MAC Team

In the Press

Rise of the Mac Daddies
October 22, 2006

With a novel idea and a lot of elbow grease, a pair of East Village engineers opened a thriving restaurant.

S'MAC Your lips
September 16, 2006

The line extends almost out the door of this newly opened restaurant in the East Village. Inside, the tables are full and dozens of people wait expectantly for their food under the peculiar orange-and-yellow lighting.

Oprah Winfrey Show
December 20, 2007

Gayle King's favorite New York spots.

CBS Mobile News
November 17, 2007

Sarita at S'MAC dishes up some Thanksgiving comfort. Reporter: Cali Carlin. Producer: Sarah Mirza.

One-Hit Wonders
October 17, 2007

They say one is the loneliest number, but judging by the growing number of specialty restaurants, going solo can draw a crowd.

Meet & Eat
January 2, 2009

We chatted with Sarita Ekya to learn more about the comforting appeal of that perfect mix of carbs and cheese.

S'MAC visits Eyewitness News
December 6, 2014

Rob Nelson and Michelle Charlesworth get cheesy with Sarita Ekya.

S'MAC with Cat Greenleaf
January 1, 2010

Cat Greenleaf explores Cheese for Today In New York.

Mac 'n' Cheese for Hipsters
October 17, 2009

If you think of Manhattan as a hyperurban center of gastronomy that feeds itself on beef cheeks, truffles and other trendy oddments, you haven't picked up on the latest trend here, which is really a steal from the heartland. Macaroni and cheese is turning up on just about every menu I see. It has ev

Mac & Cheese Mania
March 28, 2012

Make the mac and cheese of your dreams at S'MAC!

Battle of Big Eaters World Championships ! 2017
January 1, 2017

A S'MAC eating contest at Gantry Park in Long Island City (in Japanese).

The Food Programme - Mac 'n' Cheese
May 22, 2017

Sheila Dillon charts the rise of the humble mac'n'cheese: a dish that crosses culture and classes and has established itself as a popular comfort food across the world.

Offering Summary


Convertible Promissory Notes

Note converts to Common Stock when the company raises $1,000,000 in a qualified equity financing

Maturity Date:  June 1, 2021

$3,000,000 Valuation Cap

25% Discount Rate

5% Annual Interest Rate*

*Annual Interest Rate subject to adjustment 10% bonus for StartEngine shareholders. See 10% Bonus below

Maximum ($107,000) in convertible notes

Minimum ($10,000) in convertible notes

What is a Convertible Note?

A convertible note offers you the right to receive shares in Sarita's Macaroni & Cheese, Inc. The number of shares you will receive in the future will be determined at the next equity round in which the Company raises at least $1,000,000 in qualified equity financing. The highest conversion price per share is set based on a $3,000,000  Valuation Cap or if less, then you will receive a 25% discount on the price the new investors are purchasing.  You also receive 5% interest per year added to your investment.  When the maturity date is reached, if the note has not converted then you are entitled to receive your investment and interest back from the company.

Sarita's Macaroni & Cheese, Inc. (DBA S'MAC)

Corporate Address
197 First Avenue, New York, NY 10003

Description of Business
Pioneering fast-casual restaurant specializing in mac & cheese.  S'MAC has been in operation for 12 years.

Type of Security 
Convertible Note

Minimum Investment Amount (per investor) 


If you invest in S'MAC you will receive a $100 S'MAC gift card to our location.

The 10% Bonus for StartEngine Shareholders

Sarita's Macaroni & Cheese, Inc. will offer a 10% bonus on the annual interest rate for all investments that are committed by StartEngine Crowdfunding Inc. shareholders (with ≥ $1,000 invested in the StartEngine Reg A+ campaign) within 24 hours of this offering going live.

StartEngine shareholders who have invested $1,000+ in the StartEngine Reg A+ campaign will receive a 10% increase in the annual interest rate on Convertible Promissory Notes in this Offering if they invest within a 24-hour window of their campaign launch date.  For example, if invest in the first 24 hours, your annual interest rate will be 5.5% instead of 5%.

This 10% Bonus is only valid for one year from the time StartEngine Crowdfunding Inc. investors receive their countersigned StartEngine Crowdfunding Inc. subscription agreement.

Irregular Use of Proceeds

The Company might incur Irregular Use of Proceeds that may include but are not limited to the following over $10,000: Vendor payments and salary made to one's self, a friend or relative; Any expense labeled "Administration Expenses" that is not strictly for administrative purposes; Any expense labeled "Travel and Entertainment"; Any expense that is for the purposes of inter-company debt or back payments.

Show More
Most recent fiscal year-end:
Prior fiscal year-end:
Total Assets
$810,893.17 USD
$787,233.71 USD
Cash And Cash Equivalents
$413,809.71 USD
$454,610.53 USD
Accounts Receivable
$1,354.09 USD
$28,935.64 USD
Short Term Debt
$341,311.77 USD
$373,512.94 USD
Long Term Debt
$1,488,711.82 USD
$1,542,911.82 USD
Revenues And Sales
$939,146.00 USD
$998,930.49 USD
Costs Of Goods Sold
$256,623.83 USD
$262,053.94 USD
Taxes Paid
$3,450.00 USD
$3,450.00 USD
Net Income
$125,773.71 USD
$125,609.09 USD


A crowdfunding investment involves risk. You should not invest any funds in this offering unless you can afford to lose your entire investment. In making an investment decision, investors must rely on their own examination of the issuer and the terms of the offering, including the merits and risks involved. These securities have not been recommended or approved by any federal or state securities commission or regulatory authority. Furthermore, these authorities have not passed upon the accuracy or adequacy of this document. The U.S. Securities and Exchange Commission does not pass upon the merits of any securities offered or the terms of the offering, nor does it pass upon the accuracy or completeness of any offering document or literature. These securities are offered under an exemption from registration; however, the U.S. Securities and Exchange Commission has not made an independent determination that these securities are exempt from registration.


Notice of Funds Disbursement

7 days ago

[The following is an automated notice from the StartEngine team].


As you might know, S'MAC has exceeded its minimum funding goal. When a company reaches its minimum on StartEngine, it's about to begin withdrawing funds. If you invested in S'MAC be on the lookout for an email that describes more about the disbursement process.

This campaign will continue to accept investments until its indicated closing date.

Thanks for funding the future.


Self Ordering Kiosks

16 days ago

Hi everyone,

Two weeks ago we introduced our self-ordering kiosk system.  Our restaurant is fast casual where people come to order at a counter and then we run the food out to the tables.  The benefits of the new kiosks include increasing order accuracy and allowing our staff to focus on hospitality instead of data entry.  Since using these self-ordering kiosks we have already seen a significant reduction in payroll costs and more efficiency with the order process.  And although a majority of our customers have taken to them seamlessly, for the few who would rather place an order with a human, or pay in cash, we are able to take their orders on handheld tablets.



Notice of Funds Disbursement

about 2 months ago

[The following is an automated notice from the StartEngine team].


As you might know, S'MAC has exceeded its minimum funding goal. When a company reaches its minimum on StartEngine, it's about to begin withdrawing funds. If you invested in S'MAC be on the lookout for an email that describes more about the disbursement process.

This campaign will continue to accept investments until its indicated closing date.

Thanks for funding the future.


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