Miscusi: cult Milanese fast food chain to open first restaurant in Covent Garden

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One of Italy’s successful fast food chains is expanding outside its home country for the first time, launching a restaurant in Covent Garden.

Pasta group Miscusi to open a new location at Slingsby Place in November, with what will be their thirteenth restaurant; the other 12 are spread over seven Italian cities. The restaurants serve classic Italian dishes, including fresh pasta, and have reportedly prepared more than a million dishes since the first site launched four years ago. Like its dozen siblings, the new site is expected to offer a range of different pastas and sauces, which customers can pair, with prices per course expected to be around £ 10.

The Milan-born group, which prides itself on the simplicity of its dishes, is known for being a cult hit in its hometown – it has some 95,000 Instagram followers – and for being a B-Corp company; B-Corp certification indicates a commitment to “social and environmental performance”. Miscusi said the new restaurant should “work to be plastic-free and zero-waste” once it opens.

The group is led by 31-year-old entrepreneur Alberto Cartasegna, who was named to the Forbes Under 30 list in 2019.

Cartasegna told Standard: “London is known to be one of the best foodie cities in the world, so choosing the UK for our first launch outside of Italy was really a no-brainer. I’m so happy with the way which we have grown up in Italy for the past four years, and now coming to London is a big step for us and the first place I thought of when I decided to take miscusi to an international venue.

“It’s also a city with incredible memories for me because that’s where I got my first restaurant job! When I was 18, I quit my studies for a year, came to London and worked as a kitchen assistant at the Oliveto pizzeria in Belgravia. Coming back to London over a decade later and opening my own restaurant in the heart of the city is truly a special thing for me.

He continued, “Our guests keep coming back time and time again because I hope we make it simple – quality ingredients and traditional pasta recipes mixed with a friendly and welcoming atmosphere. At the same time, as that B-Corp certified, we always think about the big picture; the planet, sustainability and the role that both miscusi and the food industry at large play. I think London is ready to embrace our goal, and look forward to starting welcoming guests once we open later in November. “

The move to London follows a € 20 million investment in Miscusi by venture capital funds MIP and Kitchen Fund, the group also behind the American salad chain SweetGreen.

Miscusi will open in November at 23 Slingsby Place, WC2. For more information visit miscusi.com


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