News

Vapiano's Big Apple relaunch sets stage for major US expansion

June 22, 2017

The leaders at Vapiano made some Big Apple-size noise this week about their newly refurbished New York City restaurant, with "red carpet" appearances from Hollywood's finest and lots and lots of food. 

A news release said that Vapiano CEO Jochen Halfmann unveiled the completely refurbished Union Square space before a crowd of about 600 VIP guests, including actress Gina Gershon, Kelly Bensimon of "Real Housewives of NYC" and Diane Guerrero of "Orange is the new Black."

The relaunch of Vapiano's The U.S. flagship location is step No. 1 in Vapiano's global expansion plan. 

"The relaunch of our flagship restaurant at University Place is a real milestone for Vapiano. ..." Halfmann said in the release. "The U.S. market has great potential for Vapiano and we are delighted that we see such strong sales growth in our existing restaurants." 

The updated location houses a new dining room, a leading-edge equipment and cooking line, a remodeled pasta manifattura, a new addition to the take-out and delivery station, and a redesigned bar.

The U.S. flagship "rebirth" marks the start of a series of major metropolitan openings in the U.S. this year, including new stores in Miami, Chicago and Washington, D.C. 

By year-end the 15-year-old brand expects to be operating a total of 10 U.S. restaurants. By the end of 2020, Vapiano is pushing to have 330 sites worldwide. 

Crew members for Vapiano locations — known as Vapianisti — served freshly made pizza and pasta to the glitzy crowd, as Halfmann, board member Mario C. Bauer, and others offered celebratory remarks.

Tor those interested in learning more about the brand's journey, Bauer will also be speaking at the International Restaurant Franchising and Innovation Summit in London next month,