Here in NYC, we have a number of restaurants that we enjoy going to that become our neighborhood spots whether we live or work there. One of them is Serafina which is always fun for a lunch meeting, happy hour, celebrating an event or just an average day! We enjoy their menu, the ambiance, the cocktails and the sense that you feel at home regardless of the locations. We've eaten there more times than we can count! We caught up with Vittorio Assaf, founder of Serafina Restaurant Group to talk about this restaurant, their approach to food. We also talked with him about one of their newest additions to the Serafina Family that launched this fall, Serafina Express.
ATHLEISURE MAG: We have been fans of Serafina for well over a decade as the location on W 55th was a go to, countless editor lunches/dinners in Soho and then we attended a media dinner at the location in Tribeca and that became a great go-to as well as location for our cover shoot with the Super Bowl Champs the New England Patriots a few years ago. Before we delve into Serafina Express, can you share with our readers who may not be familiar with Serafina, what kind of cuisine can they expect as well as the atmosphere?
VITTORIO ASSAF: Thank you so much for your loyalty and support, it is overwhelming to read your notes, it make us all very proud and rewards all the efforts and hard work we put into our Serafina Family.
Serafina offers mostly a Northern Italian cuisine that spans as well into Tuscan, Roman (our thin crust pizza) & Neapolitan cuisine.
Common denominator is that we try not to use garlic, with the only exception of a couple of classic dishes like Spaghetti Aglio & Olio Al Pacino, or the Bruschetta.
We also must remember that Italy is a very small country, just about the size of Arizona, and because of proximity many recipes are interconnected from region to region.
AM: I feel that each location has its own vibe and is specific to the neighborhood that it’s in. What factors go into deciding the neighborhood that will be the best fit for the Serafina brand?
VA: We are very proud that each Serafina location shaped its own identity and was able to easily blend and immerse itself into the neighborhood around it.
Most of our locations stem from the multitude of our customers requesting us to come close to where they live. Another factor that plays a role in deciding where we should plant ourselves are statistics, analytics and demographic stats.
AM: Are the menus the same or do the locations have a bit of a twist depending on the one that you’re going to?
VA: The menu is 95% consistent across all locations, with a 5% of variation due to the identity of the neighborhood, many of our customers come for lunch close to their workspaces and come for dinner with their families near their houses, there comes the need to offer a little variation, but at the same time they can still find our staples and their favorites.
AM: What are 3 appetizers whether you’re sitting at the bar or sharing amongst friends that we should get?
VA: Whether you’re sitting at the bar, or sharing amongst friends, our renowned and delicious Black Truffle Pizza can never go wrong. The Bruschetta as well, a dish made with diced tomatoes marinated olive oil for 24 hours, and finally our Carpaccio di Filetto Al Tartufo is phenomenal. Sliced to perfection and coated in a creamy and delicious sauce - it practically melts in your mouth.
AM: What are 3 dishes at Serafina that are a must when you’re coming in for lunch or dinner?
VA: Three dishes that are an absolute when dining at Serafina are the Farfalle al Limoncello, Gnocchi di Mamma and Penne alla Vodka.
AM: In terms of dessert, what are 3 that we should have our eye on?
VA: As for dessert, your eye needs to be on the Berry Tart and Tiramisu. Order the Berry Tart, a Tiramisu and then another Berry Tart for good measure!
AM: I’m always a fan of the cocktails at Serafina and the Tribeca location is always a fave – what are 3 cocktails that we should try?
VA: My go to’s are the Champagne Cocktail, the Jalapeño Margarita and the Strawberry Basil Martini.
AM: We were unable to attend the Grand Opening event for Serafina Express but we know that the offerings there are going to be tasty when we do swing by. What is the thought behind Serafina Express and how is it different from Serafina?
VA: You missed a beautiful night of fun and dancing (and food of course). Next opening let’s make sure you are there! Please let me know when you want to come to Express and I will be there waiting for you with open arms.
Serafina Express was created to meet the needs of those on the go, who refuse to sacrifice quality, even when pressured by the time. With an emphasis on great Italian food & ambiance, value, accessibility, and easy-to-use technology,
Serafina Express is providing the quintessential Serafina experience in a quick and easy manner, while still delivering the Italian elegance they’re known for.
AM: How many Serafina Express locations do you have and are there plans to open more?
VA: Eight locations in total will open in the coming months. There are three already open open at 30 Broad Street, 402 Sixth Avenue and Eighth Street, and 287 Park Avenue South and 22nd Street.
Five more are in the making and in construction as of now: Jackson Avenue and Queens Boulevard; One Gateway Center at Penn Station in Newark; University Place and 12th Street; 84th and Third Avenue; 777 Third Avenue at 48th.
AM: For those who are eating in Serafina Express, can you tell me about the atmosphere?
VA: The atmosphere is relaxed yet upscale but unpretentious
AM: What are 3 pasta dishes that you suggest that we should try at Serafina Express?
VA: Cacio Pepe, Ravioli Pomodorini and the Canelloni.
AM: What are 3 pizzas that we should try?
VA: Margherita with Cherry Tomatoes, Bianca with Arugula and Parmigiano and Buffalo Mozzarella.
AM: Is there a cocktail menu at Serafina Express?
VA: No cocktails, we only serve wine and beer, please stop by for a glass of Rosé Whispering Angel!
AM: What are 3 desserts that you suggest?
VA: The homemade Chocolate Chip Cookie is an absolute favorite, baked twice a day in house, the Baba Al Limoncello, a dessert original from Capri, and obviously the Tiramisu!
AM: Earlier this year, we shared Serafina: Modern Italian Cuisine for Everyday Home Cooking with our readers in our feature known as Bingely Books. Seeing recipes that we have enjoyed from Serafina as well as comfort foods that we can make from home, why did you want to create this book and what were your favorite recipes that are in this book?
VA: Our long overdue cookbook was created to mark 25 years of Serafina. With this book we honored and acknowledged all those who were part of the journey.
PHOTOGRAPHY CREDITS | Serafina Restaurant Group
Read the NOV ISSUE #83 of Athleisure Mag and see WHERE FOOD IS FAMILY - SERAFINA EXPRESS | Vittorio Assaf in mag.
