How Serafina Restaurant Group Remains Relevant After 30 Years

Vittorio Assaf and Fabio Granato lead a thriving restaurant group with over 35 establishments. In New York City alone, the empire includes 13 Serafina outlets, two Tokugawa restaurants, two Brasserie Cognac locations, one Pizzeria Farinella, and their inaugural Pizza Funhouse. However, this impressive restaurant group might never have existed without a near-catastrophe.

In September 1994, while boating in Hamptons Bay, Assaf and Granato faced a crisis when their mast snapped. Stranded, they promised to open a restaurant together if they survived the ordeal. Fortunately rescued, they launched Serafina Fabulous Pizza the following year. Their initial investment of approximately $650,000 came mostly from personal funds, supplemented by a small contribution from their contractor.

This was a daring venture, but the duo possessed the necessary experience to navigate the tough restaurant landscape. Assaf had transitioned from the New York Stock Exchange to roles in marketing, public relations, and merchandising for well-known clients, including fashion brand Gianfranco Ferré. He also had hands-on experience with the opening of Café Condotti. Granato’s expertise in construction and architecture provided crucial insights for creating practical, aesthetically pleasing venues. Their shared knowledge, dedication to a welcoming atmosphere, and commitment to outstanding cuisine propelled Serafina into the limelight.

Serafina Fabulous Pizza opened on 79th Street and Madison Avenue on the Upper East Side in 1995. Thirty years later, it remains operational, staying true to its roots. The combination of exceptional food crafted from top-quality ingredients and an inviting, distinctly European ambiance attracted a diverse clientele, making the restaurant thrive despite its less-than-ideal upstairs location. Their menu focuses primarily on Northern Italian cuisine, featuring antipasti, salads, pasta, pizza, and hearty meat dishes.

As global Italian restaurants strive for higher quality, originality, and creativity, Serafina has adapted similarly. “Serafina has evolved with the times, maintaining its classic Italian offerings while introducing new twists to align with the changing landscape of Italian cuisine,” stated Vittorio Assaf in an interview with Food Republic.

The restaurateurs travel to Italy multiple times a year sourcing the finest ingredients for their Italian fare. For instance, they procure their Parmigiano Reggiano (distinct from parmesan) directly from Parma, Italy, where they know the producer personally. “Paolo [Gennari] only uses milk from grass-fed cows and crafts the cheese by hand, continuing a tradition passed down through generations,” Assaf explained. This commitment to quality was a rare distinction when Serafina Fabulous Pizza debuted and remains a cornerstone of their ongoing success.

Clearly, the expanding range of restaurants signals a strong demand for Serafina’s offerings. Their comprehensive menus feature timeless, flavorful Italian dishes with a unique flair. Signature dishes include grilled octopus with tomatoes, onions, olives, and potatoes, spicy penne alla vodka—nicknamed disco pasta in NYC—branzino with cherry tomatoes, and pizzas like quattro stagioni. The Serafina Osteria concept pushes boundaries with innovative dishes such as tagliolini with cantaloupe, Italian anchovies, and cream, or Cornish hen glazed with a spicy brandy sauce.

Another concept, Serafina Vino e Cucina, simplifies the wine pairing process by providing suggested pairings on the menu alongside classic dishes. Diners can enjoy a glass of acidic and herbal Pecorino with prosciutto and burrata antipasto, Chianti Classico with risotto porcini, and a fruity and bubbly Lambrusco with the Serafina burger. Assaf’s personal favorite is spaghetti cacio e pepe paired with a glass of Franciacorta Mirabella Blanc de Blanc—an elegantly dry, mineral-rich blend of Chardonnay and Pinot Blanc from Lombardy, Italy—while he considers the tiramisu his top dessert choice.

Vittorio Assaf and Fabio Granato have forged strong alliances with passionate individuals to bring their non-Italian dining visions to life. Assaf’s passion for French cuisine blossomed in his youth and was further enriched through a friendship with celebrated chef Eric Ripert. This connection inspired Assaf and Granato to collaborate with chef Florian Hugo in 2008 to launch Brasserie Cognac de Monsieur Ballon.

The menu draws on traditional brasserie favorites while incorporating unique twists. Currently led by Chef Luis Gutierrez, an alumnus of Hugo, diners can indulge in Brasserie Cognac’s signature dishes like tuna tartare with wasabi and ponzu, light cheesy gougeres, or a Niçoise salad featuring Italian tuna.

By harnessing the talent of trusted friends and partners, the duo also developed the now-closed Geisha, their 2003 foray into Japanese cuisine alongside chefs Eric Ripert and Kazuo Yoshida. To some, the move from pizza to sushi may seem drastic, but for Assaf and Granato, the underlying connection lies in their shared “passion and relentless pursuit of the finest ingredients,” according to Assaf. Today, chef Kazuo Yoshida leads Tokugawa, another Serafina venture that focuses on seasonal omakase and a seafood-driven à la carte menu.

Serafina boasts 16 restaurants outside New York City, with 12 positioned in countries beyond the United States, including three in Italy. Whether serving Italian cuisine in Puerto Rico, Japan, or India, patrons can expect consistent quality characterized by “naturally sourced ingredients prepared with care and dedication,” states Assaf. Restaurant-goers can indulge in the renowned tartufo nero (black truffle) pizza whether dining in Manhattan, San Juan, or Tokyo.

“We make only slight adjustments to our menu to align with local tastes and customs, primarily modifying spice and salt levels,” he elaborates. When relevant, they incorporate local ingredients, adjusting portion sizes to align with local dining conventions. Occasionally, Serafina might draw inspiration from a regional dish, adding their unique flair. For example, in Turkey, a breakfast dish called menemen features scrambled eggs with tomatoes, onions, and peppers.

As of now, Pizza Funhouse is the latest addition to the Serafina Restaurant Group, having opened its doors in May 2024. This establishment differs significantly from other Serafina ventures, featuring a casual atmosphere with nostalgic ’60s-inspired booths and vibrant retro colors. The menu offers milkshakes and classic Italian-American dishes, serving as a tribute to the unique pizza culture of New York City and the television shows that influenced Assaf and Granato’s childhood—particularly “Happy Days.”

To achieve success with Pizza Funhouse, Assaf and Granato are once again relying on strong partnerships and quality ingredients. “Our Pizza Funhouse team comprises individuals who have worked at some of New York City’s top pizzerias, crafting creative New York-style slices with the finest imported ingredients from Italy,” Assaf explains. Looking forward, the duo is considering a culinary exploration south of the border. They are enthusiastic fans of Mexican cuisine and beverages. “We would love to delve deeper into Mexican food, culture, and hospitality and perhaps create something exciting within that cuisine,” shares Assaf.