New NoMa Roost Restaurant 2013

New NoMa Roost Restaurant 2013

Roost, the restaurant located at NoMa (North Main) Square at the Hyatt Regency Greenville opened January 2013, bringing together years of planning and months of construction and all the anxiety and hopes in between in one fell swoop.

“We’re feeling really good and really confident,” said Michael Rosen, vice president of food and beverage for JHM Hotels, the franchise operator of Hyatt Regency Greenville, a few days before Roost’s official open.

Roost began as an idea, a farm to table restaurant that would be located at the newly renovated Hyatt, but would stand on its own. Slowly, the concept was honed to focus on locally sourced, fresh approachable food.

Rosen noted early on that none of the menu would include high fructose corn syrup and that most of the ingredients would be sourced from local producers. Some of the producers include West End Coffee Co., Greenbrier Farms and Bio-way Farm.

Construction on the building began in June with the gutting the old Provencia restaurant space and laying the foundation for something new in Greenville. With 9,000 square feet of space, Roost is twice the size of the former eatery.

From the get go the focus has been on farm to table, or as Roost calls it, “soil to city.” The theme has become the rallying cry of the restaurant which sources almost all of its ingredients from within 300 miles.

Even the all-natural Boylans soda, which is made in New York, is distributed through a company in High Point, NC. But finding soda that was free of high fructose corn syrup was more important, says Rosen.

Thirty-three-year-old Trevor Higgins will lead the restaurant as executive chef. The Tennessee native will use southern roots as a base for his menu, marrying traditional flavors with a penchant for testing the waters of taste and texture.

“It’s taking your classic southern comfort foods and twisting it with international ingredients and different spices, different techniques,” Higgins explained his food in an interview in November. “Not just your standard grandma’s recipe.”

For more photos, concept and information, click the Roost Restaurant presentation in the upper right corner of this page, visit or 

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