La Piadineria opens its first location in New York, in the Flatiron Distric

Crudo, squacquerone and rocket, a great piadina classic and not by chance the best-selling piadina in Italia from La Piadineria under the name 'La Leggenda'. In the USA it will be called (or rather is called) 'Giulia' and was the first one served in the first location of the Italian fast casual restaurant chain. A sign at the same time of continuity and of the path of study and adaptation to the American market that led to this new path, as anticipated a few months ago by Food24.

The debut takes place precisely at 18 E 23rd Street, in the heart of the Flatiron District, the area of Manhattan named after the famous triangular skyscraper considered one of New York's architectural symbols. "The opening marks the company's official entry into the American market," say La Piadineria, "bringing overseas the model already consolidated in Italia with its capillary presence from north to south, and in the process of expanding also in Europe, starting with neighbouring France".

With more than 530 restaurants in operation, La Piadineria today represents the largest Italian player in the fast casual segment and also one of the fastest growing chains. More than 80 new restaurants were opened in 2025 alone, confirming the restaurant brand as one of the most dynamic players in the sector.

Roberto Longo, CEO of La Piadineria, says: "The opening in New York represents a strategic step of great importance for us. After our experience in France, our entry into the United States marks the start of a new phase in our international development path. The American market is highly competitive but receptive to quality formats, scalable and with a strong identity: characteristics that have always distinguished La Piadineria. The attention that the American press has dedicated to our debut, starting with the New York Times,' he emphasised, 'is a very encouraging sign, it shows that the market recognises the solidity of our project and the originality of the proposal. Our entry into the United States is not a symbolic operation, but the start of a structured industrial project'.

The landing in New York is the start ofa broader project of expansion in the US, designed to enhance a flexible, replicable business model capable of adapting to different urban contexts.