How Serafina Restaurant Group Remains Relevant After 30 Years.

Vittorio Assaf and Fabio Granato manage an impressive restaurant empire with over 35 establishments listed. In New York City, there are 13 Serafina restaurants, along with two Tokugawa locations, two Brasserie Cognac venues, one Pizzeria Farinella, and their inaugural Pizza Funhouse. However, the vast restaurant group might not have materialized if not for an unforeseen circumstance.

In September 1994, Assaf and Granato found themselves stranded in the Hamptons Bay after their boat’s mast broke. Faced with adversity, they promised to open a restaurant if they survived. Thankfully, they were rescued, and the following year saw the birth of Serafina Fabulous Pizza. The start-up costs, approximating $650,000, were mainly self-funded, supplemented by a minor investment from their contractor.

This was a daring endeavor, but their collective experience provided a competitive edge in a notoriously difficult industry. After working on the floor of the New York Stock Exchange, Assaf transitioned to marketing, public relations, and merchandising for a firm representing clients like fashion label Gianfranco Ferré. Notably, he had also established Café Condotti, giving him valuable restaurant insight. Granato’s expertise in construction and architecture was crucial for creating functional, appealing, and warm spaces. Their combined skills, appreciation for ambiance, and relentless pursuit of quality cuisine heightened Serafina’s visibility.

Serafina Fabulous Pizza was launched in 1995 at 79th Street and Madison Avenue on Manhattan’s Upper East Side. Now, thirty years later, the restaurant remains open, staying true to its roots. The successful blend of exceptional food crafted from premium ingredients alongside a charming, distinctly European atmosphere attracted a diverse clientele, thriving despite its challenging second-story location. The menu has consistently focused on Northern Italian cuisine, featuring antipasti, salads, pastas, pizzas, and hearty meat dishes.

As Italian dining worldwide increasingly emphasizes quality, innovation, and creativity, Serafina has also kept pace. “Serafina has adapted over the years, continuing to serve traditional Italian meals but modernizing them with a unique twist to align with the evolution of the cuisine,” Vittorio Assaf shared with Food Republic.

The restaurateurs journey to Italy multiple times annually to source the finest ingredients for their dishes. For instance, their Parmigiano Reggiano (not parmesan) comes from Parma, Italy, and they maintain a personal connection with the local producer. “Paolo [Gennari] utilizes only the milk from his grass-fed cows, crafting the cheese by hand in a time-honored tradition carried down through generations,” Assaf elaborated. This commitment to quality was a rarity in New York City’s dining scene at the inception of Serafina Fabulous Pizza and continues to be vital to their triumph.

Clearly, the expanding range of restaurants indicates a rising demand for the cuisine Serafina offers. The menus at these Italian establishments are extensive, typically spotlighting timeless, simple, yet flavorful Italian dishes infused with a touch of flair. Offerings include grilled octopus with tomatoes, onions, olives, and potatoes, spicy penne alla vodka (sometimes dubbed disco pasta in NYC), branzino with cherry tomatoes, and pizza quattro stagioni. The Serafina Osteria concept takes a more creative approach, with items like tagliolini featuring cantaloupe, Italian anchovies, and cream or Cornish hen with a spiced brandy reduction.

In another concept — Serafina Vino e Cucina — diners can easily select the perfect wine pairing as recommended options are printed alongside classic Serafina dishes. For example, an acidic and herbal Pecorino complements the prosciutto and burrata antipasto, risotto porcini pairs well with chianti classico, and the Serafina burger is suggested with fruity and bubbly lambrusco. Vittorio Assaf’s personal favorite is spaghetti cacio e pepe, enjoyed with a glass of Franciacorta Mirabella Blanc de Blanc — a dry, mineral-focused sparkling blend from Lombardy, Italy — while his ideal dessert is tiramisu.

Vittorio Assaf and Fabio Granato have forged robust partnerships with like-minded individuals to introduce exciting non-Italian culinary themes. Assaf’s passion for French cuisine traces back to his youth, made more profound through his bond with celebrated chef Eric Ripert. This connection motivated the Serafina founders to collaborate with chef Florian Hugo and launch their French concept in 2008: Brasserie Cognac de Monsieur Ballon.

The menu closely resembles that of the Serafina Italian outlets by staying faithful to classic brasserie cuisine while incorporating creative twists. Currently led by Chef Luis Gutierrez, a former protégé of Hugo, Brasserie Cognac offers signature dishes like tuna tartare seasoned with wasabi and ponzu, airy gougeres, and a Niçoise salad featuring Italian tuna.

Enlisting trusted friends and colleagues also driven the inception of Geisha — the now-closed 2003 foray into Japanese cuisine alongside chefs Eric Ripert and Kazuo Yoshida. For some, the shift from pizza and pasta to sushi and sashimi may have appeared drastic, but for Assaf and Granato, it makes sense. “It’s about an unwavering passion and the relentless pursuit of the finest ingredients,” notes Assaf. Fifteen years later, Chef Kazuo Yoshida now leads the Serafina concept Tokugawa, presenting seasonal omakase and a seafood-centric a la carte menu.

Serafina operates 16 restaurants outside of New York City, with 12 located internationally, including three in Italy. Whether Serafina serves Italian cuisine in Puerto Rico, Japan, or India, patrons can expect consistent, high-quality preparations made with “naturally sourced ingredients crafted with love and commitment,” asserts Assaf. Guests can enjoy their signature tartufo nero (black truffle) pizza whether they are dining in Manhattan, San Juan, or Tokyo.

“We only marginally adjust our menu to cater to local tastes and customs, primarily altering the spice or salt levels,” he continues. They also integrate local ingredients where appropriate and modify portion sizes to align with regional preferences. Occasionally, Serafina draws inspiration from local dishes and incorporates its unique spin into the menu. For instance, a breakfast item called menemen — a dish of scrambled eggs with tomatoes, onions, and peppers — is featured in Turkey.

As of now, the most recent addition to the Serafina Restaurant Group is Pizza Funhouse, which debuted in May 2024. This venue stands apart from other Serafina locations, featuring a laid-back atmosphere with nostalgic ’60s booths and vibrant retro colors. The menu highlights milkshakes and classic Italian-American dishes, reflecting the rich pizza culture of New York City and the beloved television shows like “Happy Days” that Vittorio Assaf and Fabio Granato cherished during their upbringing.

Once again, Assaf and Granato are banking on strong partnerships and top-notch ingredients to drive Pizza Funhouse’s success. “We’ve assembled a fantastic team at Pizza FunHouse, comprising individuals who honed their skills in premier pizza spots across NYC, creating innovative New York-style slices while utilizing the finest ingredients imported directly from Italy,” Assaf elaborates. Future plans might lead them southward, as both are enthusiastic about Mexican cuisine and beverages. “We’d love to deepen our understanding of Mexican culinary traditions and hospitality while potentially crafting something unique in that culinary space,” Assaf shares.