The folks behind Mesa Coyoacan take over the airstream trailer that operated as Goods Food in Williamsburg for years, serving tacos and other authentic Mexican dishes. Zona Rosa is a labor of love from Chef Ivan Garcia and his business partners Gerardo and Jorge. Zona Rosa is named after a neighborhood in Garcia's native Mexico City. The restaurant pays homage to the area's history during the 1950's, 60's and 70's when its artistic revitalization, populated by intellectuals and the city's elite, attracted exclusive restaurants and clubs, giving the neighborhood its lively, bohemian reputation with a large gay population. It was during this time that the area received the name, Zona Rosa, from the artist, Jose Luis Cuevas, who commented that it was "too timid to be red but too frivolous to be white."

Zona Rosa was designed around this attitude. It's both respectful of the authentic, traditional cuisine of Mexico; everything is made "in-house", including tortillas and salsas, but presented in a fun, open, and relaxed atmosphere.

Chef Garcia developed his reverence for traditional Mexican cooking while growing up in a multi-generational home in his native Mexico City. As a small boy, Garcia would stand on a chair in his family's kitchen, watching and helping his grandmother and mother cook elaborate dishes for the family. Over the years, his desire to cook classic Mexican cuisine intensified.

He received a degree in the Culinary Arts from Iberoamericana University and went to work in New York City, where his talents were quickly recognized and led to employment at several notable Mexican Restaurants.

While many chefs use Mexican cuisine as a means of combining flavors to do "modern" style Mexican food, Garcia believes strongly in the classic dishes of his diverse culture. Garcia's great respect for the ingredients and processes found in traditional Mexican cooking are illustrated in both his approach to executing a recipe and developing his own creations.