In a city overflowing with events, it takes something truly unmissable to stand out. For Adam Gray, founder of New York’s BURNTORANGEHONEY, the secret is the thrill of stepping into the unexpected.
What began as a restaurant photographer’s “crazy idea” has become one of NYC’s most sought-after underground dining experiences.
Adam’s journey into events was almost accidental: shooting for chefs built him a network, the pandemic pushed him to act, and one bold idea—a cooking competition dinner party—landed him in Eater.
But BURNTORANGEHONEY’s magic lies far beyond its origin story. With Adam’s ‘No Phones at the Table’ dining experiences, he’s tapped into one of the defining trends highlighted in our 2026 Social Study: people are craving the unexpected and unpredictable when attending events.
We’re calling it Off-Script Energy.
Mystery As a Creative Tool
Anyone attending a ‘No Phones at the Table’ event will know the neighborhood, but the venue stays a secret until the day before. They don’t know the chefs. They don’t know what they’ll eat. They don’t know who they’ll meet.
And that’s the point.
“We definitely lean into mystique, mystery, and curiosity by withholding information,” Adam says. “I think what happens then is the mind starts to wonder, and then you’re dedicating energy to it, and you’re saying, ‘You know, where am I going?’
“I like to have people on edge a bit. So we do things that are in locations on the edge of town where, when you show up, you’re saying, ‘Oh, maybe this was a bad idea’,” Adam laughs.
When guests do walk in, the surprises multiply: a warehouse photography studio transformed into a dining room, a multi-course meal served inside a church, a one-night-only menu savored in a luxury car garage.
This intentional disorientation creates magic. “It’s really just about being unexpected. I think it is something that’s really special. When people are showing up, they are already jazzed to be there,” Adam says.
No Phones, More Presence
Perhaps the boldest element of BURNTORANGEHONEY is its no-phones-at-the-table policy. It’s a rule rooted in Adam’s childhood, when his mother banned devices during dinner long before digital detoxing was cool.
“When you don’t have the phone with you, then it’s like the comfiness of the chair that you’re sitting in, or the flavor of the food that you’re eating, or the story that your dinner mate is telling you is what comes into focus,” Adam says. “And to me, that’s a really relaxing experience.”
Guests don’t resist the rule—they embrace it. Without screens, conversations flow naturally, and Adam helps nudge that comfort along with playful tools, like coloring pages themed to the menu. These quickly become communal icebreakers.
In a hyper-stimulated, digital world, it makes sense: people are chasing experiences that feel real, grounded, and sensory. BURNTORANGEHONEY gives attendees exactly that.
Chefs Cooking From the Heart
Another element that keeps the experience surprising is the talent in the kitchen. Adam handpicks chefs who have held senior roles at top restaurants and are eager to cook dishes that “have been burning a hole in their heart.”
This creative freedom leads to menus that are deeply personal, boldly experimental, and always unique. Some chefs have enjoyed the experience so much that they return as guests.
And they’re in good company. Adam is proud of the eclectic crowd that BURNTORANGEHONEY attracts.
“I think what’s actually really special is that we have a huge range in terms of age and gender,” Adam says. “We have some people who come solo. There are usually like five, six, seven people that are just like, ‘I’m here by myself. I want to meet people.’”
What unites them all is a shared appetite for something genuine and unexpected: to connect, taste, talk, explore, and, for a few hours, forget the world outside.
A Lasting Impression
Adam also hopes the experience lasts long after the tables have been cleared.
“I think that above anything else, I want people to leave feeling energized, despite the fact that they have a ton of food in their tummy,” he says.
“[I hope guests] leave feeling inspired to pursue something … another creative passion of their own, or even just to go to a new restaurant or try new food. That’s what this project is for me. It’s like a way for me to satisfy my curiosity and passion for this industry. And so I hope people leave with a similar feeling.”
Looking Ahead
As demand continues to grow and more chefs reach out to collaborate, Adam isn’t planning to scale up in flashy ways. Quite the opposite.
“I hope we go backwards,” he says. “I hope we simplify even further. I love what we have, and I don’t want to change it too much.
“I think we like to let the right thing shine and then not worry about putting glitter on the other stuff. And I think people are really resonating with it.”
Discover how to bring this year’s Social Study trends to life:
- Off-Script Energy: How to Bring the Unexpected to Your Next Event
- Soft Socializing: How to Enable Connection Without Pressure
- Show Up to Shape It: How to Empower Attendees to Make a Difference
- Neighborhood Revival: How to Win With Local Events
- Layers, Not Labels: How to Channel the Power of Event Mashups
