How Serafina Restaurant Group Remains Relevant After 30 Years

Vittorio Assaf and Fabio Granato lead a thriving restaurant empire with over 35 establishments. In New York City alone, they boast 13 Serafina restaurants, two Tokugawa locations, two Brasserie Cognac venues, one Pizzeria Farinella, and their inaugural Pizza Funhouse. However, this extensive restaurant group may never have materialized if not for an (almost) disaster.

In September 1994, while boating in Hamptons Bay, their mast snapped, leaving them stranded. They made a pact: if they survived, they would open a restaurant together. Fortunately, they were rescued, leading to the establishment of Serafina Fabulous Pizza the following year. Their start-up costs, around $650,000, were mostly self-financed, with a minor investment from their contractor.

Taking this leap was daring, yet the duo possessed the right experience to tackle the fierce restaurant industry. After working at the New York Stock Exchange, Assaf transitioned to marketing, public relations, and merchandising for a firm with clients like fashion brand Gianfranco Ferré. Notably, he had also launched Café Condotti, giving him vital first-hand experience. Granato’s background in construction and architecture provided essential knowledge for creating appealing and functional dining spaces. Their combined skills, keen understanding of desirable atmosphere, and relentless pursuit of outstanding cuisine propelled Serafina into success.

Serafina Fabulous Pizza began its journey at 79th Street and Madison Avenue on the Upper East Side of New York City in 1995. Three decades later, it continues to thrive, staying true to its original concept. The fusion of exceptional food crafted from premium ingredients and a charming atmosphere with a European touch drew in a diverse clientele, ensuring the restaurant’s success despite its challenging second-floor setting. The menu has consistently highlighted Northern Italian cuisine, offering antipasti, salads, pastas, pizzas, and hearty meat-centric dishes.

As Italian restaurants across the globe pivot toward quality, originality, and creativity, Serafina has followed suit. “Serafina has adapted to the changing times, preserving Italy’s classic traditional dishes while imbuing a fresh perspective or subtle twist to keep pace with the evolution of Italian cuisine,” stated Vittorio Assaf to Food Republic.

The restaurateurs visit Italy several times annually, sourcing the finest ingredients for authentic Italian cooking. For example, their Parmigiano Reggiano (not parmesan) is procured from Parma, Italy, where they enjoy a personal relationship with the local producer. “Paolo [Gennari] uses only milk from his grass-fed cows, crafting cheese by hand in a tradition passed down through generations,” Assaf elaborated. This meticulous commitment to quality distinguishing Serafina when it was founded, remains crucial to its ongoing triumph.

Clearly, the expanding collection of restaurants indicates a strong demand for Serafina’s cuisine. The menus at these Italian establishments are extensive, primarily showcasing classic, uncomplicated, and delectable Italian dishes with a touch of flair. Signature offerings include grilled octopus with tomatoes, onions, olives, and potatoes; spicy penne alla vodka, known colloquially as disco pasta in New York; branzino accompanied by cherry tomatoes; and pizza quattro stagioni. The Serafina Osteria menu is more innovative, featuring dishes like tagliolini with cantaloupe, Italian anchovies, and cream, or Cornish hen drizzled with a spicy brandy reduction.

Another concept — Serafina Vino e Cucina — simplifies wine pairing by printing suggested wine matches next to traditional Serafina dishes on the menu. For instance, a glass of acidic and herbal Pecorino complements the prosciutto and burrata antipasto, while risotto porcini pairs well with a Chianti Classico. The Serafina burger goes splendidly with a fruity and bubbly Lambrusco. Assaf’s personal favorite is spaghetti cacio e pepe, enjoyed alongside a glass of Franciacorta Mirabella Blanc de Blanc, a sparkling chardonnay and pinot blanc blend from Lombardy, Italy, with tiramisu as his dessert of choice.

Vittorio Assaf and Fabio Granato have created strong partnerships with individuals who share their passion and work ethics to introduce exciting non-Italian concepts. Assaf’s lifelong love affair with French cuisine deepened through his friendship with renowned chef Eric Ripert, prompting the Serafina partners to collaborate with chef Florian Hugo in 2008 to launch their French concept: Brasserie Cognac de Monsieur Ballon.

The menu retains the classic brasserie spirit while introducing creative twists, currently overseen by Chef Luis Gutierrez, a former pupil of Hugo’s. Guests can indulge in Brasserie Cognac’s signature tuna tartare seasoned with wasabi and ponzu, airy and cheesy gougeres, or a Niçoise salad featuring Italian tuna.

Utilizing the talents of trusted friends and associates also inspired Geisha — Assaf and Granato’s now-closed 2003 foray into Japanese cuisine with chefs Eric Ripert and Kazuo Yoshida. While sushi and sashimi might seem like a departure from pizza and pasta, for Assaf and Granato, there is synergy in “an incredible passion and the continual quest for the best quality ingredients,” explains Assaf. Fifteen years later, Chef Kazuo Yoshida is now leading another Serafina concept, Tokugawa, which features seasonal omakase and a seafood-centric à la carte menu.

Serafina has 16 restaurants beyond New York City, with 12 located outside the United States; there are even three locations in Italy. Regardless of whether Serafina is serving Italian cuisine in Puerto Rico, Japan, or India, patrons can expect the same exceptional preparations made with “ingredients [that] are naturally sourced and handmade with love and dedication,” according to Assaf. Restaurant patrons can enjoy the iconic tartufo nero (black truffle) pizza, whether in Manhattan, San Juan, or Tokyo.

“We only make slight adjustments to our menu based on local tastes and customs, mainly altering the level of spice or salt,” he clarifies. They also incorporate local ingredients where suitable, and adjust portion sizes to align with local customs. At times, Serafina draws inspiration from local dishes and adds its unique twist to the menu. For example, in Turkey, the breakfast menu features menemen: scrambled eggs flavored with tomatoes, onions, and peppers.

As of now, the latest establishment under the Serafina Restaurant Group is Pizza Funhouse, which opened in May 2024. It offers a distinctive vibe compared to other Serafina locations, featuring a casual setting and nostalgic ’60s-style booths, along with retro colors. The menu boasts milkshakes and quintessential Italian-American dishes. This restaurant pays tribute to New York City’s unique pizza culture and the classic American television shows that Vittorio Assaf and Fabio Granato enjoyed during their youth, especially the series “Happy Days.”

To ensure Pizza Funhouse’s success, Assaf and Granato rely on a strong team and top-quality ingredients. “The team at Pizza FunHouse has experience from some of NYC’s premier pizza spots, crafting innovative New York slices while still using the finest ingredients that we directly import from Italy,” Assaf notes. Looking ahead, a culinary exploration south of the border may be on the horizon. The duo are passionate about Mexican cuisine and spirits. “We would love to delve deeper into Mexican traditions, cuisine, and hospitality, potentially creating something exciting with that cuisine,” Assaf reveals.