The gentrification of Little Italy in New York City represents significant shifts in urban culture, community identity, and economic dynamics, particularly visible through the transformation of its culinary landscape. This ethnographic project centers on La Mela Ristorante, a longstanding, family-owned establishment on Mulberry Street. Through detailed observations and interactions, the study explores how La Mela navigates challenges posed by rising rents, demographic changes, and the COVID-19 pandemic. Emphasizing La Mela’s enduring tradition and resistance to digital branding trends prevalent among newer establishments, this research seeks to highlight broader implications of urban transformation on small businesses, cultural authenticity, and community resilience.