The ‘ambassadors of the Neapolitan taste,’ Fratelli La Bufala promises its new locations will bring an unexpected twist to predictable culinary fare.
Naples, Italy – Following the success of its first American location opening in Miami Beach, Fratelli La Buffala (FLB) is taking the European bull by the horns with new locations in Hanover, Germany and St. Tropez, France. These new openings will bring the total number of FLB locations throughout the world to 30.
“The strategy of the company is to grow in markets where the format is already proven, such as in Italy,” explains Luca D'Angelo, CEO of M6 USA, the group behind the FLB concept. “The other piece of the strategy is to enter new international markets where we believe that our proposal is potentially appreciated. We are choosing locations which allow us to achieve two objectives: test the format and build the brand.”
The company has also opened eateries in Milan and Rome, along with London, Barcelona, and a number of other spots throughout Europe.
When FLB opened in Miami’s famed South Beach area last October, curiosity got the best of locals and tourists. What was this new place on the corner with giant paintings on the walls, copper buffalo-head-shaped sconces and a larger-than-life decorated blackboard? One step inside and the wafting scent of fresh-baked pizza crust let them know they were in the presence of epicurean genius, where pizzaioli created circular masterpieces with the assistance of a wood-burning oven.
But that wasn’t all: pizzas were made with fresh buffalo-milk mozzarella, flown in from Italy; entrees like a tasty lasagna featured water buffalo meat; and desserts, like the fluffy ricottina, were made simply with whipped buffalo-milk ricotta cheese and limoncello. Obviously, FLB is a far cry from the local pizzeria. This was a more healthful, flavorful and interesting option.
Taking clues from the über-casual dining scene in Florida, D'Angelo claims he is ready to take on the “in” vacation spot for chic Parisians: “St. Tropez is really the equivalent of South Beach in Europe. People from all over the world come and visit even if only for a weekend. Many brands, including Nikki Beach, are in Miami Beach and in St. Tropez.”
The vibe in Hanover is quite different, but FLB’s image relates just the same since this German city is home to a significant number of Italian emigrants. [Below the company’s logo are the words pizzaioli emigranti, a special tribute to the traveling pizzaioli who share true Neapolitan pizza with people from outside their country. D’Angelo says they are viewed as a tribute to the native culture. “In a way, pizza is the tragedy of Naples,” D’Angelo explains. “As time passed, we created something so good that we lost these special, highly trained pizzaioli. But it’s a new approach to being an immigrant when you can share this tradition.”]
D’Angelo says that once the format has proven effective in this strong, industrial place, FLB will quickly roll it out to many other German cities.
For more information about Fratelli la Bufala, please visit: www.fratellilabufala.com.
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