Expanding its pizza venture, Cooper's Hawk prepares to launch Piccolo Buco
Cooper's Hawk Expands with Piccolo Buco
Cooper's Hawk Winery & Restaurants, a popular American wine and dining chain, is expanding its horizons with the growth of Piccolo Buco, a Neapolitan-style pizzeria. The chain, known for its wine culture, is not importing Piccolo Buco as a multiconcept operator, but rather to add more value for members of Cooper's Hawk's wine club.
The journey of Piccolo Buco began in 2020 when Tim McEnery, CEO and founder of Cooper's Hawk, visited a small restaurant of the same name in Rome. Impressed by the pizza and the ambiance, McEnery suggested to the owner, Chef Luca Issa from Rome, that he bring the concept to the United States. Initially hesitant due to costs and infrastructure, Issa later expressed interest, ultimately leading to a handshake deal in Chicago ten days later.
The first Piccolo Buco location opened in the Chicago suburb of Oak Brook in June 2021. Since then, it has been a big success, averaging 10% to 15% annual sales growth. The second location is set to open in Naperville next month, followed by a third in Tampa in October. Cooper's Hawk has signed four more leases for future Piccolo Buco locations, with plans for a slow, measured growth, projecting potential for up to 100 locations.
The new Piccolo Buco locations will be slightly more rustic than the Oak Brook flagship and will feature wine-tasting bars to deepen the connection with Cooper's Hawk's wine club members. The U.S. version of Piccolo Buco is more upscale than the Roman original and offers a selection of Cooper's Hawk's signature wine, as well as appetizers, pasta, and other entrees.
Cooper's Hawk's strategy behind Piccolo Buco's growth focuses on neighborhood-centered dining experiences that blend authentic Italian culinary traditions with Cooper’s Hawk’s established wine culture. The partnership with Issa underscores the commitment to authenticity in food and ambiance. Locations are being placed strategically in strong suburban markets with complementary retail and dining developments.
For Cooper's Hawk wine club members, benefits such as loyalty points and discounts can be used at Piccolo Buco, and members can even pick up their wine of the month there. About 40% of Piccolo's customers are wine club members, similar to the ratio at Cooper's Hawk.
The pizza at Piccolo Buco, widely considered among the best in Italy, remains true to the original. It offers a Neapolitan-style pizza with a thin crust and a fat, pillowy crust. Cooper's Hawk believes that the success of Piccolo Buco can translate to other locations, helping the chain expand its footprint while reinforcing its brand identity through distinct, community-oriented concepts with synergy between pizza and wine offerings.
- Cooper's Hawk, with its focus on wine and dining, is ventureing into the food-and-drink industry by expanding Piccolo Buco, a Neapolitan-style pizzeria.
- Tim McEnery, CEO and founder of Cooper's Hawk, saw potential in bringing the Piccolo Buco concept from Rome to the United States as a means to enhance the value for Cooper's Hawk's wine club members.
- Cooper's Hawk has plans for a slow, measured growth of Piccolo Buco locations, with up to 100 potential sites, aiming to create neighborhood-centered dining experiences that blend Italian cuisine with their established wine culture.
- Tech-savvy Cooper's Hawk wine club members can reap benefits like loyalty points and discounts at Piccolo Buco locations, and even pick up their monthly wine pickup there, demonstrating the synergy between pizza and wine offerings.
