The Recipe for Success in the Restaurant Industry: Lessons from Vittorio Assaf of Serafina
Vittorio Assaf Founder Serafina Group
By: Steve Turk
Success in the restaurant industry is like crafting the perfect dish—it requires the right ingredients, a dash of creativity, and a lot of resilience. For Vittorio Assaf, co-founder of the internationally renowned Serafina restaurant group, the most important ingredient has always been quality. From his early days in New York to building a global brand, Assaf's journey is a masterclass in blending passion, innovation, and an unwavering commitment to excellence.
Assaf’s entry into hospitality wasn't a traditional one. Originally a stockbroker in Milan, he found himself in New York after the dramatic collapse of the Italian stock market in the late 1980s. He opened his first restaurant, Café Candiotti, in 1986 with some notable partners, including none other than Andy Warhol. "I had the honor to have on the wall of this restaurant 12 oil painting of Andy Warhol," Assaf recalls fondly. "The restaurant was very small, like 60 seats, but it was very trendy, and it was my first full immersion into hospitality." These early days were a crash course in the complexities of New York’s restaurant scene, and they taught him valuable lessons about the importance of food quality and the art of hospitality.
Vittorio Assaf and his business partner, Fabio Granato on the boat.
The idea for Serafina wasn’t just born out of business ambition; it was the product of a dramatic real-life event. In 1994, Vittorio and his business partner, Fabio Granato, found themselves stranded on a sailboat in Long Island Sound. As they waited for rescue in the cold and dark, they started dreaming of a restaurant that offered high-quality Italian food in a fun, casual setting—something they felt New York was missing. "We made a pact on that boat: if we survive this, we will reinvent Italian cuisine in New York," Vittorio shared. That promise led to the opening of the first Serafina on the second floor of a building on Madison Avenue—a risky and unconventional choice at the time, but one that quickly paid off with overwhelming success.
Central to Serafina's success has always been an uncompromising focus on quality. For Vittorio, it starts with the ingredients. "Everything is about preparation. Quality ingredients. First, you have to start with quality ingredients," he emphasizes. This commitment takes Assaf and his team to Italy several times a year to maintain relationships with suppliers and ensure they are sourcing only the best. "The best possible quality always gives you a margin of error," he explains, noting that even in the high-pressure environment of a bustling restaurant, superior ingredients provide a crucial safety net.
Vittorio Assaf testing the quality of wines.
This dedication to quality extends far beyond the kitchen. From the servers to the managers, every team member at Serafina is trained to uphold the brand's high standards. Vittorio insists that organization is key to managing the stress that comes with the territory. "The only way to avoid stress is to get very organized," he says. "You have to have an organization in mind. All the waiter they have to have a station, and they have to come back to their station immediately no matter what." This level of meticulousness ensures that the dining experience remains consistently excellent, no matter how busy the restaurant gets.
As Serafina expanded, maintaining this level of quality across multiple locations became the next challenge. Vittorio attributes their success to cultivating the right talent from within. "We give space to grow to everybody that shows us a desire to grow and commitment to the company," he says. This approach has allowed Serafina to expand confidently, knowing that every new location is staffed by people who share the same dedication to quality and service.
The restaurant industry is notoriously tough, and today's environment presents even greater challenges with rising costs, labor shortages, and soaring rents. Yet, Vittorio’s perspective remains grounded in perseverance and adaptability. "The biggest problem of the restaurant industry is labor cost. Labor cost is unfortunately very high in New York," he says. But his advice to aspiring restaurateurs is clear: "Never give up. If you want to be an entrepreneur, you can’t give up. You have to believe in yourself A to Z."
Vittorio Assaf’s story is a testament to the power of passion, quality, and resilience in the restaurant business. From the unlikely beginnings of a pact made on a stranded sailboat to the bustling success of Serafina locations around the world, his journey shows that with the right ingredients—both on the plate and behind the scenes—success is not just a possibility, but a promise fulfilled. As Assaf so aptly puts it, "Quality, quality, quality and never give up. This is my suggestion."
