Serafina has been serving Italian cuisine in New York for decades and is now debuting a fast casual brand, Serafina Express, which offers kiosk and smartphone ordering.
Using a self-service model with a strong emphasis on speed and easy-to-use mobile technology, Serafina Express offers a charming setting designed for convenience in a casual and smaller footprint, which allows the restaurant to serve Serafina favorites in new neighborhoods, said Vittorio Assaf, co-founder of Serafina Restaurant Group,
«Over the past two years, our fans expressed that they wanted easier access to their favorite Serafina locations as they navigated work and lifestyle changes,» he said in a company press release. «We’re very excited to now introduce Serafina Express and bring the brand to several new neighborhoods. The Serafina name has always stood for bringing people together in a welcoming Italian sophisticated simplicity, now in this post pandemic rebound we feel Serafina should adapt and we are honored to introduce our new Express closer to our guests that will bring high quality Italian food in a more casual convenient way without compromising our exclusive simple elegance.»
The first three Serafina Express locations will open in Manhattan: one at the intersection of Sixth Avenue and Eighth Street in Greenwich Village; the second at the corner of 22nd Street and Park Avenue South in Flatiron, and the third at 30 Broad Street on the corner of the New York Stock Exchange.
Ranging in size from 1,500- to 3,000-square-feet, each restaurant features a traditional Italian wood and marble counter, reminiscent of a Florentine pharmacy, and is anchored by a center island that has antique hand-painted ceramic dishes dangling from the ceiling. It also as an art wall, framed by the chain’s typical velvet yellow banquette seating. In addition, each Express location will feature its own eclectic design touches inspired by the neighborhood it serves.
Serafina fans will find their favorite dishes including homemade pastas like Ravioli Pomodoro, a variety of thin crust pizzas including the signature Alla Burrata, alla Mozzarella di Bufala as well Tartufo Nero Pizza, Italian paninis, seasonal salads and desserts such as Tiramisu. The restaurants will also serve Kimbo premium coffee, teas and assorted bottled beverages, fresh juices and a curated list of Italian beer and great wines.
Serafina Express partnered with Dallas-based restaurant technology innovator OneDine to allow guests to place orders via kiosk or smartphone. They may also customize their orders, pay and earn points with Serafina Express’s loyalty reward program.
«We are excited to offer our guests the quality of real Italian food they have come to know and love in a new casual Serafina Express setting that prioritizes speed and cutting-edge technology,» Fabio Granato, co-founder of Serafina Restaurant Group, said in the release.
Five locations of Serafina Express will eventually open at the intersection of Jackson Avenue and Queens Boulevard; One Gateway Center at Penn Station in Newark; the intersection of University Place and 12th Street; at 84th and Third Avenue; and 777 Third Avenue at 48th St.
Founded by Assaf and Fabio Granato in 1995, Serafina’s portfolio includes Serafina Fabulous Pizza, the flagship Serafina brand, Serafina Express, Cafe Serafina, Brasserie Cognac, Farinella Bakery and Bar Vitti. It has 46 locations across the eastern U.S. and in eight countries.