Cigierre, the new Smashie format arrives in Rome: the brand’s expansion in Central Italy begins from the capital

Starts in Rome the expansion plan in Central Italy of Smashie, the new quick service format branded Cigierre, a leading Italian company in casual dining with direct management and franchising.

The expansion of Cigierre’s Smashie into Rome marks a significant moment not just for the brand, but for the fast food landscape in Italy. With its unique combination of quick service and high-quality offerings, Smashie aims to redefine casual dining in urban settings. This move also highlights the increasing demand for diverse dining options in major cities.

The new restaurant, located in the bustling RomaEst e shopping center, spread over 130 square meters, with two panoramic terraces and about 100 seats. An environment fresh, young and urban, designed for those seeking a quick service catering quality, without sacrificing the authentic and genuine flavors that characterize the offerings of all Cigierre brands. The opening of the restaurant will also bring to the Hiring more than 20 new employees, contributing to the employment development of the area.

Moreover, the restaurant’s commitment to employing over 20 new staff members showcases its dedication to contributing positively to the local economy. By creating job opportunities, Smashie not only serves delicious food but also plays an essential role in community development, which is a significant aspect of its corporate philosophy.

The choice of location within the East Rome shopping centre is strategic, as this area attracts a high footfall of shoppers and families. The design of the restaurant incorporates modern aesthetics with comfort, ensuring that guests feel welcomed and relaxed while enjoying their meals. This environment is perfect for both quick lunches and casual family dinners, enhancing the overall dining experience.

The absolute star of Smashie’s menu is the smashburger, made according to the American technique of pressing the meat on a hot griddle to achieve an irresistible golden crust. To this, we then add all the gastronomic classics of the star-studded country: hot dogs, fries, bacon cheese fries, onion rings, milkshakes and donuts.

Additionally, the restaurant plans to introduce seasonal specials that reflect local culinary trends, engaging customers with fresh, innovative dishes that celebrate both American and Italian flavours. This fusion not only broadens the appeal but also supports local farmers and suppliers, reinforcing a farm-to-table approach.

Smashie’s menu is crafted to cater to various tastes, ensuring there’s something for everyone. Beyond the smashburger, the inclusion of regional ingredients from Italy offers a twist on classic American fast food. For instance, using locally sourced cheeses and meats enhances the authenticity of the dishes, elevating the dining experience.

“Bringing Smashie to Rome is a strategic and symbolic milestone for us. The capital is a dynamic square, perfect for getting the brand known and attracting new customers. This is the first time a quick-service format from Cigierre has come to the city, and it is only the beginning,” explains the CEO of Cigierre Marco Di Giusto. “Rome has always enthusiastically welcomed our formats, and the opening of Smashie in a prestigious location such as Roma Est – among the most relevant and dynamic shopping centers nationwide – marks a fundamental step in our growth and brand positioning in the Italian fast food restaurant scene.”

The vision for Smashie goes beyond just providing a meal; it embodies a lifestyle choice for those seeking convenience without compromising on quality. The CEO, Marco Di Giusto, emphasises that this venture is part of a larger strategy to expand Cigierre’s footprint across Italy, with plans for additional locations in major cities as the brand gains traction in the fast-casual sector.

With this opening, Smashie stands to become a new landmark for all lovers of authentic street food and of the American gastronomic culture, offering an out-of-the-box experience where taste and quality go hand in hand.

Furthermore, the introduction of loyalty programmes and collaborations with local influencers will help cultivate a devoted customer base. By creating a community around the brand, Smashie aims to enhance customer loyalty and encourage repeat visits, making it a staple in the dining scene.

The concept of Smashie is designed to resonate with a younger audience, particularly millennials and Generation Z, who are looking for quick yet satisfying meal options. The restaurant’s marketing campaigns will focus on social media engagement, highlighting the vibrant, youthful atmosphere that Smashie embodies.

As the grand opening approaches, excitement builds among local residents and food enthusiasts alike. Smashie promises to deliver not only delectable meals but also a vibrant cultural experience that reflects the rich tapestry of Rome. With its commitment to quality, innovation, and community engagement, Smashie is set to become a go-to destination for those craving authentic street food infused with American gastronomic culture.