Article

Brazil's Italian concept bringing 'culinary freedom' to America

Brazil's Spoleto, a fast casual Italian concept, has made its American debut in April in Orlando and has big expansion plans for the state.

June 12, 2015 by Cherryh Cansler — Editor, FastCasual.com

Florida has become a home away from home to Spoleto, a fast casual Italian concept that boasts over 380 locations throughout Brazil, Mexico and Costa Rica. The create-your-own Italian concept made its American debut in April in Orlando and has big expansion plans for the state.

“Our goal is to grow in areas such as Winter Park, Windermere, Lake Mary, Altamonte Springs, and Lake Nona,” said John Valasquez, Spoleto president USA, formerly of Domino’s Pizza International, where he worked on international development and expansion in Latin America and the Caribbean. “We believe that Spoleto can open 15 to 20 restaurants in Orlando. We then will look to expand outside of Orlando and the rest of the USA via corporate stores and franchising.”  

Following a familiar path

Spoleto is following in the footsteps of another Brazilian concept, Giraffas, which made its American debut a few years ago in Florida and has since seen a lot of success. After opening nearly 400 units in Brazil, the fast casual brand entered Miami in 2011, and now has 10 units operating in America with plans to open five more next year and 10 in 2017. It’s CEO, João Barbosa, said it was wise for Spoleto to open its first American unit in Florida.

“Due to the wide ethnicity found in Florida, I believe the state is a wise first step for Brazilian chains when trying to break into this competitive market,” he said. “The flow of Brazilian tourists,  but mainly the huge Latin community, can help bring some initial traffic before the place gets more brand awareness.”

Spoleto’s founders, Eduardo Ourivio and Mario Chady, developed the first Spoleto in 1999, in Rio de Janeiro and are entrepreneurs at heart, said Rob Depp, VP of FRCH Design Worldwide, the architect firm helping to launch the brand in the West.

“U.S. expansion was part of their vision to continue the growth of their company beyond the borders of Brazil,” he said, and “Florida was an easy decision because Brazilians represent the largest group of overseas visitors to Orlando.

“This provides foundation of brand awareness for the launch Spoleto in the U.S.,” according to Depp, who also said that although the unique culinary combinations and the energy of the Brazilian concept will be maintained in the U.S locations, the design and functionality of the restaurant environment will feel very comfortable to US guests.

America simply made sense for the brand, Valasquez said.

"We were able to understand the most significant food trends coming out of Culinary hubs like New York and California,” he said. “It was important to see brands open throughout the USA with great success in the Fast Casual space.  When we researched the space, it really gave us confidence in what we were planning on bringing into this market, we were already doing many of the things that were driving the success in Fast Casual with our stores in Brazil. So examining the US market validated our decision to open here.”

The atmosphere

True to its name —  Spoleto is a city famous for hosting Italy’s largest arts festival —  the Orlando restaurant is also committed to the arts and features white-washed brick walls, polished concrete floors and solid pine beams overhead that span the seating area. A small retail area flanks the wall leading to the chef’s counter, detailed in polished tile with fresh produce in sight. The restaurant, which is committed to sourcing locally, has three seating areas, including a banquet area customized in blood orange leather, a farm table for family seating and high-top counters for customers who want to eat quickly.

Its signature piece, however, is the “pandalier,” a chandelier created using Spoleto pans that form an artistic light in sculptural symmetry above the family seating area.

The result is an environment that captures the modern essence of Italian heritage, within a contemporary environment that feels fresh for the US consumer, Valasquez said.

What is “Culinary Freedom?”

Similar to the original Spoleto location, chefs in the U.S. restaurant create fresh pastas and salads in an open environment to entertain guests with their speedy cooking and juggling abilities. Guests customize their chef-created dishes at a counter, where they choose from 30 authentic Italian-inspired toppings. The chain’s proposition of “Culinary Freedom” is one of its distinguishing factors, Valasquez said.

“Our guest are understanding this ‘Culinary Freedom’ movement and want to be a part of it,” he said. “They are loving our hospitality, our wonderful Italian Culinary, and our unique and transparent way of delivering it. It’s a unique experience seldom seen in the Italian restaurant space.”

About Cherryh Cansler

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Cherryh Cansler is VP of Events for Networld Media Group and publisher of FastCasual.com. She has been covering the restaurant industry since 2012. Her byline has appeared in Forbes, The Kansas City Star and American Fitness magazine, among many others.

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