Sbarro has announced its partnership with EG Group and its first restaurant opening in the UK.
The pizza chain’s first restaurant is now open in Birmingham at EG Group’s Armada location.
This site is the first of five new trial openings in the UK for 2020, complimenting another five planned openings in the US by this year’s end.
Both Sbarro and EG Group anticipate the continued development of more units in 2021 if the trial is successful.
David Karam, Sbarro’s CEO, said: “The partnership with EG Group is very exciting. It’s a natural fit between the two brands.
“While pizza has been a top selling food item in convenience stores for many years, Sbarro offers premium quality pizza, Stromboli and other menu items that are freshly prepared each day in store.”
He added: “We pioneered the concept of pizza-by-the-slice in our first location in Brooklyn, New York in 1956, and have retained the made from scratch recipes ever since.
“As the trend continues to shift towards freshly prepared and higher quality food offerings in the convenience store segment, Sbarro is an ideal partner for a great brand like EG Group.”
Mohammed Tayab, EG Group’s Food and Beverage director for Europe, said: “We are excited to partner with Sbarro, a world-renowned pizza brand present in 24 countries who offer excellent choices to diners.
“Their focus on serving authentic New York-style pizza using the freshest ingredients will be a treat to customers looking for a fresh, tasty and convenient offering at one of our locations.”