Jelena Pasic

Born and raised in Croatia, Jelena Pasic’s journey into the culinary world began with her deep passion for food and travel. A top graduate with a Business degree from the University of Rijeka, Jelena spent the early years of her career in the corporate sector before relocating to the United States in pursuit of new opportunities. Once in the U.S., Jelena balanced entrepreneurship and motherhood—co-owning and operating three restaurants in Washington Heights while raising her two daughters. After nearly eight years of success, she transitioned to a new chapter in Harlem, where she fell in love with the neighborhood’s historic architecture, rich cultural legacy, and intergenerational community. Inspired by Harlem’s vibrant spirit, she envisioned creating a restaurant that celebrated the neighborhood’s past, present, and future.

With the support of fellow Croatian restaurateur Emil Radoncic (Chief Operating Officer), Jelena co-founded Harlem Shake® —a fast-casual restaurant known for its burgers, fries, shakes, and feel-good atmosphere. Together with Dennis Decker (Brand Manager) and DarDra Coaxum (Co-Owner & Social Media Manager), the flagship Harlem Shake® location launched in May 2013 and quickly became a neighborhood favorite.

As Founder and CEO, Jelena leads brand strategy, finance, human resources, and culinary development. She serves as the brand’s primary strategist and spokesperson—overseeing communications, marketing, social media, public relations, community partnerships, and corporate collaborations, as well as franchise development. Under Jelena’s leadership, Harlem Shake® has become an award-winning, beloved fixture in the fast-casual dining scene with two company-owned locations and a critically acclaimed menu. Deeply committed to community impact, Jelena prioritizes local hiring, builds meaningful charitable partnerships, and participates in culinary events across New York City to celebrate Harlem’s culinary excellence. In 2022, Jelena and her team launched Harlem Shake® franchise sales. As of 2026, the brand proudly boasts three franchise locations across the East Coast—with continued growth on the horizon.