Jelena Pasic Celebrates Community Spirit with Mr. / Miss Harlem Shake

The iconic Harlem Shake restaurant in New York City is buzzing with excitement today as the annual Mr. / Miss Harlem Shake contest takes center stage. Founded by visionary entrepreneur Jelena Pasic, Harlem Shake is not just a beloved eatery but a model for community spirit. The contest celebrates local heroes who passionately support Harlem-based charities. Join us as we dive into Jelena Pasic's journey and the profound impact of this unique contest.

Jelena Pasic’s Culinary Adventure

Jelena Pasic, the Founder and CEO of Harlem Shake, has turned her passion for the historic Central Harlem neighborhood into a thriving restaurant that celebrates the community's rich culture and history. Her journey in the restaurant industry began over a decade ago when she co-owned and operated restaurants in Upper Manhattan with her former husband. However, Jelena's true inspiration came from her love affair with Harlem, which started when she began visiting the gym in the neighborhood nearly 12 years ago.

"I wanted to bring back a restaurant reminiscent of what Harlem used to have—places like M & G Fried Chicken and Pan Pan, but with a retro vibe," Jelena shares. This vision led to the birth of Harlem Shake, a place that not only serves delicious food but also embodies the spirit and history of Harlem.

The Origins and Impact of the Mr. / Miss Harlem Shake Contest

One of the standout features of Harlem Shake is the Mr. / Miss Harlem Shake contest. Jelena explains that the idea for the contest originated from her Partner and Brand Manager, who was inspired by the historic Miss Subway Contest. "He suggested we host an annual contest to honor men and women from the community who live in Harlem and support Harlem-based charitable organizations." Jelena says.

The contest has had a significant impact on both the community and the brand. Winners of the Mr. / Miss Harlem Shake contest become the face of the brand, representing Harlem Shake at on-site and off-site events across New York City. "Every year, it’s exciting to meet new, interesting people and learn about great nonprofit organizations," Jelena adds. The contest not only highlights the vibrant personalities within the community but also emphasizes the importance of supporting local charities. Winners receive a $1,000 prize, along with $500 donated to their chosen charitable organization, making it a meaningful event for everyone involved.

Challenges and Future Plans for Harlem Shake

Maintaining the authenticity and cultural significance of Harlem Shake while expanding the business has not been without challenges. Jelena notes that the Harlem community has always embraced Harlem Shake, which is why it is crucial for the brand to represent the community accurately. "We want to preserve diner culture and the impact of Harlem history and culture through our interior design, partnerships, special events, and most importantly, the Mr. / Miss Harlem Shake contest," she explains.

Looking ahead, Jelena has exciting plans for Harlem Shake's future. The brand is now in its second year of franchising, bringing the Harlem Shake concept to different parts of the U.S. "We are happily serving more customers in both Harlem and Brooklyn and look forward to opening another company-owned restaurant," Jelena says. The brand's growth continues locally, nationally, and internationally, driven by the loyal customers who love Harlem Shake's food and vibe.