With just five years in the market, the phenomenon of Grosso Napoletano pizzerias has maintained a constant rate of growth in the number of premises and turnover that has led it to add 16 restaurants by the end of 2021, a year that they have closed with a turnover of around 13.5 million euros, double that reached in 2019 before the pandemic.
“In 2020 we already discovered that Grosso Napoletano is a concept that navigates very well during the crisis,” says Bruno González Calvo, general manager of the chain, “perhaps because our proposal is clearly identified with a very universal product, based on little fireworks and many solid pillars. The result is an unassuming concept where people come for good pizza and a cold beer in a friendly atmosphere, with good music, good vibes and attentive service to provide great value for money” .
With an average ticket that does not reach 18 euros, the young Madrid chain managed to close 2021 with seven new restaurants operating despite the pandemic, also achieving several milestones such as leaving Madrid with the arrival in Valencia, Zaragoza and Barcelona.
In addition, last year they were able to launch a new concept such as Senza Glutine in Madrid and reinforce the peripheral area of the capital with its establishments in La Moraleja Green, Majadahonda and Vallecas, “an experience that has been very interesting as a bank of evidence that will help us approach openings in large towns in the south of Madrid where we believe we have a good opportunity”.
After taking advantage of the 2020 break to reorganize the company internally, recalls the manager, “last year we put the structure to the test, which now has 33 people at the headquarters, to consolidate our expansion outside of Madrid, reaching a city with a competitive and very important Italian tradition like Barcelona. We launched ourselves into this new logistical challenge a little encouraged by Glovo, with whom we have a very strong agreement. The reception has been so good that we estimate that we can have between four or five restaurants in the metropolitan area. Last January we opened a second location and in April we will do so with Senza Glutine.”
Reinforcement in Madrid and Barcelona
The Barcelona experience has been proof for the owners of the brand that they are prepared to continue growing at a national level and to comply with a strategic plan that will lead them this year to double their network of stores to over 30. “In 2019 we “We set the goal of taking our commitment to democratize authentic Neapolitan pizza to all customers in Spain. That is why this year we aspire to open 15 openings, including a dark kitchen, in the main provincial capitals to double our turnover,” says Bruno González. . The next destination for Grosso Napoletano is Seville, a city where they will open almost simultaneously in April with two establishments.
Despite proposing the opening of a blind kitchen format designed for delivery, those responsible for the brand are clear that their commitment to growth is based on the experience of restaurants, despite the fact that before the pandemic they maintained a rate higher than 32% home delivery on your sales. “We always prefer to manage organic growth internally, without franchising, to consolidate Spain and be perfectly prepared for this moment of take-off through our own financing. And although we have received proposals to grow outside of Spain, we do not manage this option until 2023, the year in which perhaps we can do it abroad, but always within the Iberian market, in Portuguese cities such as Lisbon or Porto, where we believe the concept would fit well”, emphasizes the general director of the brand.
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