Italian casual dining chain La Piadineria is stepping up its international ambitions with plans to enter New York by late 2025 or early 2026. The group, which operates 481 outlets in Italy and ranks second only to McDonald’s in network size, aims to establish itself as a global player. The U.S. launch will begin with a pilot phase of around 20 restaurants in prime locations.
The move follows its French foray, where La Piadineria opened its first site in 2017 and now runs nine, five of them in Paris. Chief executive Andrea Valota said a further 15 French locations are in the pipeline, part of a plan to reach about 80 outlets in the next five years. Despite the US push, Valota underlined that European expansion — particularly in southern Italy — will remain a priority.
STRATEGY AND OUTLOOK FOR LA PIADINERIA
Valota said the American market is well-positioned for La Piadineria: “US consumers are already major buyers of Italian products. We have seen a clear improvement in the quality of Italian offerings, which has raised consumer awareness. We believe the market is ready and that our team now has the energy and financial resources to take on such a demanding challenge.” He dismissed tariff risks as “marginal compared with the overall project,” which will be shaped largely by property costs and local hiring.
Domestically, the brand continues to expand rapidly. It opened 57 restaurants in 2024 and plans 75 more this year, 65 of them in Italy. The company expects to reach its target of 500 outlets by the end of October.