Urban Purveyor Group continues its aggressive expansion, today launching a new venue in World Square, giving away 1,000 free specialty pizzas and Bavarian hotdogs.
UPG has begun pioneering the “fast-casual” dining concept in Australia, offering gourmet, made-to-demand meals in venues emphasising quick counter service and take-away options.
Today sees the opening of the Group’s latest instalment and first dual-concept venue. Fratelli Famous and The Bavarian at World Square Shopping Centre is a shared space, mixing the fast-casual spinoff of UPG’s Fratelli Fresh restaurants, and a trendier and more modern version of the Bavarian Bier Café.
The first 500 customers to the two sections from midday today received either a Fratelli Famous hand-stretched, hand-tossed pizza or choice of Bavarian-inspired hotdog.
Fratelli Famous boasts Australia’s first Wood Stone dual wood and gas-fired oven, making pizzas on a choice of thin and crisp, sourdough or gluten-free bases and choice of sauces and unlimited toppings in just 90 seconds. Customers can completely design their own, or select from nine signature pizzas. There are also breakfast pizzas, dessert pizzas, build-your-own salads, thick shakes and house-made gelato.
The Bavarian offers similarly select aspects of its sibling’s menu, focusing on schnitzels, burgers and house-made sausages and hotdogs that are Bavarian-inspired and modern in flavour. There are also twice-cooked, hand-cut fries, chicken wings, and favourites like crispy pork knuckle, crackling pork belly and tasting platters.
The shared bar offers Italian craft beers on tap brewed by UPG’s own Urban Brewing Co, as well as 11 of its own craft beers and imported favourites from Europe, alongside Fratelli wines and Negroni.
UPG has put a lot of development into the fast-dining concept, which it predicts will be the fastest-growing sector in foodservice over the next five years. The new World Square venue follows launch of the inaugural Fratelli Famous in August, and Saké Jr, the extension of Saké Restaurant & Bar, in September.
UPG has cited massive expansion plans, and says there will be plenty more fast-casual concepts rolled out around Australia in coming years.
The progressive, no-nonsense business approach has stemmed largely from the Group’s recently new American owners and senior management, who bring experience operating large portfolios not seen in Australia and initiatives emanating from big-business mentality.
This is being seen in their no-holds-barred launches and approach to promotions such as Oktoberfest. The new pub-restaurant is no exception, already pushing a different in-theme special for every night of the week, such as Schnitz Blitz Tuesdays, and Fry-Day Fridays.
The daunting Schnitzelmeister Challenge continues every day of the week, daring customers to get a $100, 1kg veal schnitzel for free if they can eat it, and four side dishes, in an hour.
Customers to the launch today could get their free pizza or hotdog – once they were Following the venue on social media, helping UPG remain in contact with them in coming months.