Rice to Riches

Dessert shop · Lower East Side

Rice to Riches

Dessert shop · Lower East Side

2

100 Rivington St, New York, NY 10002

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Rice to Riches by null
Rice to Riches by null
Rice to Riches by null
Rice to Riches by null
Rice to Riches by null
Rice to Riches by null
Rice to Riches by null
Rice to Riches by null
Rice to Riches by null
Rice to Riches by null
Rice to Riches by null
Rice to Riches by null
Rice to Riches by null
Rice to Riches by null
Rice to Riches by null
Rice to Riches by null
Rice to Riches by null
Rice to Riches by null
Rice to Riches by null
Rice to Riches by null

Highlights

Futuristic space offering plastic bowls of rice pudding with 20+ flavors  

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100 Rivington St, New York, NY 10002 Get directions

ricetoriches.com

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100 Rivington St, New York, NY 10002 Get directions

+1 646 799 9009
ricetoriches.com

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Last updated

Oct 11, 2025

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@eater

NYC New Restaurant Openings, January 2024 | Eater NY

"Opened a second New York location of the rice-pudding shop known for more than 20 cheekily named flavors in a futuristically designed space; the brand’s history also included a scandal involving founder Peter Moceo Jr., as reported." - Emma Orlow

https://ny.eater.com/2024/1/4/24008067/nyc-new-restaurant-openings-january-2024
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@eater

Rice to Riches Is Opening a New Lower East Side Location | Eater NY

"Since 2003 on Spring Street I've known a cheeky, Space Age–designed rice pudding shop that now appears to be adding a second location on the Lower East Side at Ludlow and Rivington — its first city expansion in two decades. The only Manhattan business singularly devoted to rice pudding, Rice to Riches trades on a futuristic interior theme, punny flavors like “Fluent in French Toast” and “Sex Drugs and Rocky Road,” and theatrical touches (on a recent visit screens projected, “Rice to Riches... it’s a mystery wrapped in a riddle, inside of an enigma”). The desserts are only part of the lore: two years after opening founder Peter Moceo Jr. was charged in a New York Times–reported case with running a $22-million-a-year gambling ring, and in 2005 there were investigations into possible money laundering that his lawyer denied. Despite neighborhood turnover, the original Nolita location has remained nearly unchanged, and the business has reportedly done steady sales (Nation’s Restaurant News estimated $15,000–$18,000 a week in 2005; Moceo Jr. said he turned a profit in 18 months), received $41,243 in PPP aid in May 2020, inspired a 2010 Hoboken dessert trend, was featured on HBO’s Girls, found a new audience on TikTok, and now ships nationwide via Goldbelly; it was not immediately clear whether the forthcoming LES location remains under Moceo Jr.’s ownership, and the current website refers generally to a founder described as a “rice pudding architect.”" - Emma Orlow

https://ny.eater.com/2023/11/20/23965959/rice-to-riches-lower-east-side-opening
View Postcard for Rice to Riches

Justin Epps

Google
Amazing rice pudding. Some of the best in the city. If you love rice pudding you have to try their many different flavors. Cool atmosphere inside. The employee was very friendly and helpful.

karina k

Google
Yummy! Fun! Funny as hell signs. Bathrooms were never free in nyc or existent. This is a funny joke! Inside is modern and nice! And clean. Pudding is comfort food for ppl of all ages. Super cute containers. But get the bigger size bc it’s a better deal.

Darlene Yao

Google
Interesting concept. Decent rice pudding with lots of flavor options, but can't get over how pricey it is. I think I'm more in love with their store and seating design than their rice pudding.

Just smile

Google
I absolutely love this place! I stopped by on Sunday and again today for some Coconut Coma, Chocolate Hazelnut Bear Hug, and Chocolate Chip Flirt—everything was delicious! The space is clean, and I always enjoy the fun facts and random quotes on their TV screens—they never fail to make me laugh. The service today from Ruthie was excellent, and the friendly staff and good vibes make every visit a great experience.

Betty H

Google
Located on the corner of Rivington & Ludlow streets. We were on our way to our dinner spot and saw this 'Rice To Riches' and thought "dessert" as I love rice pudding so after dinner, we came here. They have plenty of different flavors and toppings to choose from depending on your taste buds. I wanted a more simple, original type of rice pudding, so I chose their 'Old Fashioned Romance', which is their simpler, plain choice. I topped it with cinnamon, and it tasted amazing, just what I was craving. They also serve coffee & tea. The store has a really cool, fun decor. Shout out to 'Kenny' who was very helpful with the flavor options, allowing me to taste before I chose. Overall, we had a great experience here and will definitely return.

Lisandro Torras

Google
I was excited to try this place because I love rice pudding, but I was underwhelmed. It just doesn't work, in my opinion. I mean, I can see some people liking it, but it is kind of expensive and for the same price you can get some really good ice cream. I typically enjoy rice pudding when it is warm, and this place serves cold rice pudding. I did not enjoy it, but you might!

Kavita Dasjot Kaur

Google
Omg so good! Floating tables and fun decor. And so many flavors of rice pudding! Best pudding I've ever had. Got the epic bowl of pecan and French toast. Such a fun place! Highly recommend!!

Marsha Thompson

Google
If you love rice pudding you will love this place. So many flavors. I had the mascarpone flavor recommended by the very nice employee and it did not disappoint! 10/10 would try again!