Fratelli Fresh

Fratelli Fresh

Urban Purveyor Group is bringing leading Italian restaurant group Fratelli Fresh to Melbourne, where it will occupy the ground floor of The Alfred dining and entertainment precinct when it opens in June.

Fratelli @ The Alfred, located at 7 Alfred Place, is the first interstate outpost of the much-loved Sydney chain, which joined Urban Purveyor Group's expanding portfolio of restaurant and entertainment spaces in April.

The sixth Fratelli in the group will be a casual, full-service pizza and pasta restaurant that offers guests a simple, yet exceptional, Italian cuisine and a family-friendly dining experience. It will build on the popular Fratelli menu, with some new items for the Melbourne market.
 
The Fratelli family will also be joined by the first casual premium sibling of the group, when it opens at Grosvenor Place in Sydney's CBD in September. The restaurant (originally to be called Stella Ristorante & Terrazzo) will be larger than its more casual counterparts and offer an extended menu, including Fratelli classics, wood-fired pizzas, house-made pasta and a larger selection of premium meats and high quality seafood that will be wood-fired and simply cooked in homage to Italian traditions.

Also joining the Fratelli family are small format gourmet pizzerias that will be rolled out in large numbers across Australia. Inspired by cool and iconic pizza bars in the United States, the Fratelli branches will serve individual artisan-style pizzas featuring fresh-made, hand-tossed dough, signature sauces and myriad topping combinations. A rainbow of house-made gelato and a number of Italian-style, hand-crafted beers by Urban Brewing Co. will be other gastronomic drawcards.

Urban Purveyor Group Chief Executive Thomas Pash said it was an exciting time for the Fratelli group, which was ripe for expansion into new geographic markets and dining segments.

'We're motivated by the strength of the global Italian restaurant sector and diners' hunger for modern and innovative pizza offerings as well as artisanal and traditional styles of Italian cuisine," Mr Pash said.

'This will be a fast growing brand, inspired by the amazing menus of the Fratelli group as well as by innovators overseas, which will expand our reach into broader and rapidly expanding dining categories in Australia."

Urban Purveyor Group expects to roll out 10-20 Fratelli Fresh venues per state, several of the group's flagship casual premium counterparts, and 30-40 Fratelli pizzerias in each state.