Dough batches shipped from Italy have arrived in New York. It marks the first operational step in the United States for La Piadineria, the Brescia-founded group that has grown into Italy’s national leader in the fast casual segment.
The official inauguration of the pilot restaurant is scheduled for February 19, following a soft opening that has already generated positive feedback among both the Italian community and local customers. The concept has attracted interest thanks to its competitive price-to-quality positioning.
NEW STORE IN THE HEART OF THE FLATIRON DISTRICT
The new outlet is located in Manhattan’s Flatiron District, a strategic area characterized by a mix of office workers and tourist flows—fully aligned with a format built around quick, high-quality lunches.
Piadinas prices start at $11, approximately two dollars less than the main American competitors in the fast casual segment. In this initial phase, the dough is shipped refrigerated directly from the Montirone (Brescia) facility. However, the business plan includes the establishment of a local production laboratory capable of supplying up to seven stores across the metropolitan area.
“The objective,” explained La Piadineria CEO Roberto Longo, “is to open three or four additional locations within the year and, starting in 2027, to expand along the East Coast, with progressively optimized logistics and marketing.”
FROM START-UP TO A €600 MILLION TRANSACTION
La Piadineria was founded in 1994 by two entrepreneurs in their twenties, Pierantonio Milani and Franco Beccaria, who opened the first store in Brescia using a family recipe. In 2006, Donato Romano joined as a shareholder and CEO. A key milestone came in 2015, when DeA Capital acquired a majority stake, initiating a phase of financial structuring. Expansion accelerated in 2018 with the entry of Permira and culminated in 2024 with the acquisition by CVC Capital Partners in a deal valued at over €600 million.
Today, the group employs nearly 4,000 people and operates more than 500 restaurants. Its industrial plan targets sustained growth, with approximately 80 new openings per year between 2025 and 2026.
NEW GOVERNANCE FOR A GLOBAL PHASE
Leading the next stage of international expansion is Roberto Longo, a manager with an extensive background at McKinsey & Company. The leadership transition from Andrea Valota, now General Manager, signals a shift from domestic consolidation to global growth.
Following its entry into France, the United States represents the key market to test the scalability of the model: standardized Italian product, centralized supply chain and accessible pricing. “The goal is to become a global brand, replicating abroad the successful Italian model,” Longo confirmed.
L’articolo La Piadineria Lands in New York, Marking First Step in US Expansion proviene da Italianfood.net.