How Serafina Restaurant Group Remains Relevant After 30 Years

Vittorio Assaf and Fabio Granato have established a remarkable restaurant enterprise, managing over 35 establishments. In New York City alone, their portfolio includes 13 Serafina locations, two Tokugawa spots, two Brasserie Cognac eateries, one Pizzeria Farinella, and their inaugural Pizza Funhouse. However, this expansive restaurant group might never have existed if not for a near-disaster.

In September 1994, while boating in Hamptons Bay, Assaf and Granato found themselves stranded when their mast collapsed. They made a promise to each other: if they survived this ordeal, they would launch a restaurant together. Fortuitously, they were rescued, and in the following year, they opened Serafina Fabulous Pizza. The startup costs, approximately $650,000, were mainly covered by them, with a small investment from their contractor.

This venture was audacious, but the duo possessed the expertise necessary to thrive in a notoriously tough industry. After working at the New York Stock Exchange, Assaf transitioned into marketing, public relations, and merchandising for clients such as fashion house Gianfranco Ferré. Crucially, he gained firsthand experience opening Café Condotti. Granato’s expertise in construction and architecture brought essential skills for creating functional and inviting spaces. Their combined knowledge, a keen sense of ambiance, and relentless pursuit of superb cuisine helped establish Serafina as a recognized name.

Founded in 1995 at 79th Street and Madison Avenue on Manhattan’s Upper East Side, Serafina Fabulous Pizza still thrives 30 years later. Despite its longevity, it remains true to its essence. Featuring exceptional food crafted from high-quality ingredients in a charming setting with a distinctly European flair, the restaurant appeals to a diverse clientele, prospering even in its challenging second-story location. Its menu has consistently emphasized Northern Italian cuisine, presenting antipasti, salads, pasta, pizzas, and hearty meat dishes.

As Italian dining trends worldwide shift towards quality, originality, and creativity, Serafina has adapted accordingly. “Serafina has evolved with the times, offering classic traditional Italian dishes while introducing novel interpretations and subtle twists to the originals in line with the evolution of Italian cuisine,” explained Vittorio Assaf to Food Republic.

The restaurateurs make multiple trips to Italy each year, searching for top-notch ingredients to prepare Italian dishes. For instance, they secure their Parmigiano Reggiano (not parmesan) from a local producer in Parma, Italy, whom they know personally. “Paolo [Gennari] exclusively uses milk from his grass-fed cows and crafts cheese by hand following time-honored traditions,” Assaf elaborated. This commitment to quality was distinctive when Serafina Fabulous Pizza launched and continues to be vital to its success.

The increasing popularity of the Serafina brand is evident in its growing number of restaurants. Their menus feature a rich array of classic, straightforward, and appetizing Italian dishes, occasionally with a modern touch. Signature offerings include grilled octopus with tomatoes, onions, olives, and potatoes, the famously spicy penne alla vodka (also known as disco pasta in New York City), branzino with cherry tomatoes, and pizza quattro stagioni. The Serafina Osteria concept leans more towards innovation, serving inventive dishes such as tagliolini with cantaloupe, Italian anchovies, and cream, or Cornish hen paired with a spicy brandy reduction.

One of their restaurants — Serafina Vino e Cucina — simplifies the wine selection process by providing suggested pairings directly on the menu next to classic Serafina dishes. For instance, a tart glass of Pecorino is recommended with the prosciutto and burrata antipasto, risotto porcini is best with chianti classico, and the Serafina burger complements well with a fruity, bubbly lambrusco. Vittorio Assaf’s personal favorite pairing involves spaghetti cacio e pepe with Franciacorta Mirabella Blanc de Blanc — a dry, mineral-driven sparkling blend from Lombardy — with tiramisu as his dessert of choice.

Vittorio Assaf and Fabio Granato have forged strong partnerships with individuals who share their enthusiasm and work ethic to introduce exciting non-Italian concepts. Assaf’s affection for French cuisine blossomed in his youth, heightened by his friendship with esteemed chef Eric Ripert. This bond motivated the Serafina founders to collaborate with chef Florian Hugo to launch their French establishment in 2008: Brasserie Cognac de Monsieur Ballon.

The menu mirrors the classic offerings of Serafina’s Italian restaurants while incorporating unique twists. Now helmed by Chef Luis Gutierrez, a former colleague of Hugo’s, diners can enjoy signature dishes like tuna tartare with wasabi and ponzu, airy and cheesy gougeres, or a Niçoise salad featuring Italian tuna.

Leveraging the skills of trusted associates inspired the creation of Geisha — their now-closed 2003 Japanese restaurant in partnership with chefs Eric Ripert and Kazuo Yoshida. To some, the transition from pizza and pasta to sushi and sashimi may seem drastic, but for Assaf and Granato, it all aligns. Their focus is unified by “an immense passion and an unending pursuit of the finest quality ingredients,” Assaf explains. After fifteen years, chef Kazuo Yoshida is now leading another Serafina venture, Tokugawa, which features seasonal omakase and a seafood-centered à la carte menu.

Serafina operates 16 restaurants globally, with 12 located outside the United States and three in Italy. Whether serving Italian dishes in Puerto Rico, Japan, or India, diners can expect the same high-quality foods made from “ingredients that are naturally sourced and handmade with love and care,” according to Assaf. Guests can indulge in the iconic tartufo nero (black truffle) pizza whether they’re in Manhattan, San Juan, or Tokyo.

“We only slightly adapt our menu to cater to local tastes and customs, primarily adjusting the amount of spice or salt,” he details. When appropriate, they incorporate local ingredients and modify portion sizes to align with regional norms. Occasionally, Serafina draws inspiration from local dishes, offering its unique interpretation. For instance, in Turkey, their breakfast menu includes menemen: scrambled eggs with tomatoes, onions, and peppers.

As of now, the newest addition to the Serafina Restaurant Group is Pizza Funhouse, which debuted in May 2024. This establishment differs from other Serafina ventures with its relaxed atmosphere, nostalgic ‘60s-style booths, and vibrant retro colors. The menu features milkshakes and uniquely Italian-American dishes. The restaurant serves as a tribute to New York City’s distinct pizza culture and the American television shows that deeply influenced Vittorio Assaf and Fabio Granato, particularly “Happy Days.”

To ensure Pizza Funhouse thrives, Assaf and Granato are leaning on robust partnerships and superior ingredients. “We have a fantastic team at Pizza Funhouse, many of whom have worked at some of the top pizza establishments in NYC, creating really innovative New York slices while still using the finest ingredients imported directly from Italy,” states Assaf. Looking ahead, they are considering a culinary venture south of the border. Both have a strong appreciation for Mexican cuisine and spirits. “We’d love to deepen our understanding of Mexican food, culture, and hospitality to potentially create something exciting within that cuisine,” adds Assaf.