Overview
Since buying Sydney stalwart Fratelli Fresh back in April, the Urban Purveyor Group seem intent on expanding the Fratelli empire into a countrywide chain. Fresh from cutting the ribbon on a new Fratelli in Melbourne (the city's first), UPG has launched their latest assault, opening a brand new "casual" pizza spinoff of the Italian restaurant in Westfield Sydney's level five food court. It's the first of an expected 100 (yes, 100) they expect to open nationwide over the next five years.
The new venture has been named Fratelli Famous, a naff-tastic crime against alliteration that you will likely forgive as soon as you read the next two words: free pizza.
Word is that F. Famous will play by the same rules as F. Fresh, placing special emphasis on quality and variety of ingredients as well as speed of service. An additional drawcard is the build-your-own option (salads, too), which gives customers the opportunity to play Franken-pizza-stein and create whatever monstrosities they so desire.
But back to the free pizza bit. To celebrate its Westfield launch this Wednesday, August 31 at 11am, the first 500 customers to storm the doors of Fratelli Famous will be shouted a pizza of their choice. When the stakes are this high, things are likely to get rioty, but rest assured — those who don't make the cut will be gifted a free dessert provided they share a picture of their self-made pizza with the Internet.
For the shameless opportunists out there not completely sated by the notion of gratis pizza, UPG have a similar gig going this Thursday, September 1 for the launch of Sake Jr., the "younger, faster, more dynamic sibling" of Sake Restaurant & Bar which will open just across from Fratelli Famous. Once again, the first 500 made-to-order rice and noodle bowls will walk out the door without any money changing hands. Only early risers need apply for this one – doors open at 8am.
Fratelli Famous will open at 11am on Thursday, August 31 at Level 5, Westfield Sydney. For more information visit fratellifamous.com.au.