Booming hospitality business, the Urban Purveyor Group, is preparing to launch five restaurants in Sydney this August, including the first Fratelli Famous pizzeria concept.

The group will open three restaurants on level five of Westfield Sydney: Sake Jr; Fratelli Fresh – which it acquired in April this year – and the first Fratelli Famous pizzeria spin-off.

Fratelli Famous will allow diners to build their own gourmet takeaway pizzas at a counter adjoining the traditional Fratelli Fresh restaurant.

Customers can choose from two sizes of pizza and three hand-stretched doughs, as well as a thin and light gluten-free option. Over 30 toppings will be available, as well as a range of sauces, six different cheeses, more than 12 different proteins, such as apple wood smoked bacon, Sicilian anchovies and boiled organic free range egg; and a variety of vegetables including caramelised onion, cherry tomatoes and marintated baby eggplants.

The site will boast a custom-made wood-fire and gas combination oven, which can produce pizzas in about 90 seconds.

The adjoining Fratelli Fresh will be the seventh in the portfolio, seating close to 200 guests and comprising a bar, counter dining overlooking the kitchen and pizza oven, and a private dining room. It will be opening shortly after the first Melbourne outpost at 7 Alfred Place, scheduled to swing open its doors next month.

Sake Jr, a more compact version of the popular Japanese restaurant concept, Sake, will offer favourites from the restaurant menu in a grab-and-go format as well as built-to-order noodle- and rice-based bowls. Cold press juices, smoothies, nut milks, chilled tea and coffee, and pour over coffee will also be available.

UPG will also launch a second Fratelli Famous pizzeria in World Square, as well as The Bavarian – a fast casual, counter service version of the Bavarian Bier Caf, offering burgers, fresh pretzels, hot dogs and salads as well as over 40 German and Australian beers.

The Bavarian and Fratelli Famous ‘dual destination’ will feature a double shopfront with bi-fold windows and doors, motorised glass louvres, multiple televisions, and a sizeable al fresco dining area and beer garden.

“We’re really looking forward to launching Fratelli Famous, Sak Jr and The Bavarian, which have been many months in the planning,” said Thomas Pash, CEO of UPG. “Expanding in the fast casual space via our already much-loved Fratelli Fresh and Sak restaurants and our popular Bavarian Bier Cafs and bringing new, highly-scalable offshoots of these to the restaurant sector is a strategic imperative for the business as we look to double in size over the next two years.”

In addition to its activity in Sydney, UPG will expand its footprint in Melbourne over coming months. The Cut and Fratelli Fresh will move into The Alfred at 7 Alfred place by the end of July, and Sak Jr. will open at 555 Bourke Street and another at St Collins Lane shopping centre, in August.


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