The Rise of Grosso Napoletano: A Story of Success in the Pizza Industry
Introduction: A Tale of Innovation and Tradition
The pizza, a beloved and sometimes mistreated dish, has found its place in Spain primarily within Italian restaurants and fast food establishments. However, seven years ago, Hugo Rodríguez de Prada and Coke Blas identified an untapped niche where they could blend artisanal Neapolitan pizza with a chain distribution model.
Both had lived in New York in 2009, witnessing the gourmet burger revolution that was taking place in Spain and paving the way for a new wave centered around pizza. Years later, they crossed paths in Madrid. Blas already owned a restaurant, while Rodríguez de Prada, who had shelved the idea of a pizzeria after a failed attempt, ran a marketing agency. “We basically took the plunge,” recalls Rodríguez de Prada. They found a location in the Salamanca neighborhood and embarked on a reconnaissance mission to Naples in November 2016. “We already had a clear idea of what the concept would be, and even the investors,” says Blas. A month later, they secured 340,000 euros in funding from family and friends, opening the doors to the first Grosso Napoletano in February 2017.
The Growth of Grosso Napoletano
Since its inception, Grosso Napoletano has seen exponential growth. The chain, now present in 25 locations, boasts 49 establishments, all owned by the company. They plan to exceed 48 million euros in revenue, a 20% increase from 2023, and double their operating profit (EBITDA) to five million euros. Additionally, they are awaiting the results to see if they will retain their title as the best artisanal pizza chain in the world in the Top 50 Pizza ranking.
Initially making a name for itself in Madrid with seven locations by the end of 2019, Grosso Napoletano expanded its reach. Despite facing challenges due to the COVID-19 pandemic, they leveraged delivery services to sustain their business and continued to evolve. The shift towards delivery accounted for 30% to 35% of total sales, up from 20% pre-pandemic. Despite the difficulties, they managed to maintain profitability in 2020.
Key Success Factors and Business Strategy
Grosso Napoletano attributes its success to several key factors, including:
– Differentiated experience, service, and product
– Focus on quality ingredients such as double zero flour imported from Italy and San Marzano tomatoes
– Skilled pizzaioli crafting their pizzas
– Strategic business decisions and operational efficiency
The perception of chain restaurants as sacrificing quality is a common challenge that Grosso Napoletano faces. However, they believe that their growth and market position have allowed them to access better ingredients and build stronger teams, ultimately improving their product.
Competitors and Future Plans
In a competitive landscape, Grosso Napoletano aims to capture market share from industrial pizza chains by emphasizing quality, service, and affordability. After a year focused on expansion in 2023, they have shifted their focus to efficiency in 2025. With plans to open eight new locations and a commitment to optimizing resource management, the company aims to consolidate its recent growth and deliver improved results.
Looking ahead to the future, Grosso Napoletano remains open to opportunities for further expansion and internationalization. While negotiations are underway with potential partners, the company is focused on sustainable growth and delivering exceptional dining experiences to their customers.
Conclusion: A Recipe for Success
Grosso Napoletano’s journey from a single pizzeria to a thriving chain exemplifies the power of innovation, quality, and strategic decision-making in the food industry. By staying true to their roots and focusing on delivering exceptional pizzas, the company has carved out a unique position in the market and set the stage for continued success.
FAQs
**Q: What sets Grosso Napoletano apart from its competitors?**
A: Grosso Napoletano differentiates itself through its commitment to quality ingredients, skilled pizzaioli, and a unique dining experience that challenges the perception of chain restaurants.
**Q: What are Grosso Napoletano’s future plans for expansion?**
A: While the company remains open to international growth, their current focus is on optimizing operations, consolidating recent openings, and delivering improved results with existing locations.