Had dinner at the new Rosa Mexican last night and while the food was quite good, the overall experience was unsatisfactory. This is a restaurant that does not belong south of 23rd Street. It belongs in Time Square or Midtown. On the surface everything seems right: as noted, the food is good, the wait staff is curteous and knowledgable, the room is attractive if hard. However, it feels a bit like a factory. I have this sense that the managers know exactly how many of the $14 guacamoles and pomergranate margaritas are served each night. Also, with most entres in the mid-$20 range, it struck me as a little pricy for what we were eating. It is not a particularly warm or inviting environment that would lead you to linger over dinner. Probably better for lunch.