Crazy Pizza: Flavio Briatore’s international brand is coming to Glyfada
Flavio Briatore’s international luxury dining brand, Crazy Pizza, famous among other things for its signature Spinning Pizza Show, is expanding into the Greek market. Glyfada is the first stop for the investment, with architectural plans for the new restaurant already underway.
- 03/11/2026 14:16
Crazy Pizza, the international restaurant brand founded by Italian entrepreneur Flavio Briatore alongside Francesco Costa, is preparing to expand into the Greek market, choosing Glyfada for a new restaurant, with Mykonos and Paros also included in its plans. The arrival of this well-known name in luxury dining in Greece is already in the preparation stage, with architectural plans for the new venue currently being drawn up in Glyfada. However, the exact property that will house the investment has yet to be revealed.
The move is of particular business interest, as Flavio Briatore’s Crazy Pizza is pursuing an international expansion strategy, with a presence in major destinations such as Monte Carlo, London, New York and Milan. At the same time, the chain is strengthening its footprint in the Middle East, with locations in Saudi Arabia, Qatar and Kuwait. Although Dubai is one of the world’s most important markets for luxury dining and hospitality, no Crazy Pizza venue in the emirate has been officially confirmed so far, nor has any specific plan to enter the local market been announced.
The choice of Glyfada is linked to the growing presence of high-end restaurant concepts in the Southern Suburbs of Athens. The area already has a well-developed network of dining, retail and entertainment venues, while the progress of the major development project at The Ellinikon is expected to further boost commercial activity across the wider Athens Riviera.
For a brand like Crazy Pizza, which builds its business not only around food but also around the overall customer experience, Glyfada offers access to both the domestic market and international visitors who choose the Southern Suburbs of Athens for their accommodation and entertainment.
Plans for Mykonos and Paros
Mykonos and Paros are also included in the brand’s expansion plans in Greece. The former is already an established luxury dining market, with a strong presence of international names, while the latter has evolved into a destination attracting new hotel investments and high-end dining businesses. The exact locations of the restaurants on the two islands, as well as their opening dates, have yet to be announced.
What is Crazy Pizza and who is behind the business?
The story of Crazy Pizza began in 2019, when Flavio Briatore and Francesco Costa created a restaurant concept designed to stand apart from the traditional Italian pizzeria. The idea was to combine pizza with a luxury entertainment setting, creating a venue where music, service and spectacle are an integral part of the experience.
The brand was developed through the Majestas Group, the business group associated with the two Italian entrepreneurs, which operates in the luxury dining and hospitality sectors.
Briatore, internationally known for his long-standing involvement in Formula 1, has also put his name behind businesses such as Billionaire and Twiga, which primarily cater to a high-spending clientele.
Crazy Pizza represented a different business approach. Rather than opening a classic fine-dining restaurant, the company chose a product with much wider appeal — pizza — and positioned it in a distinctly more expensive dining category.
This strategy enabled the brand to expand into different markets while maintaining a consistent identity, from the design of its venues to the music and the way its dishes are presented.
Revenue of €45 million and 18 restaurants in 2024
The chain’s financial performance reflects the speed of its growth during its first few years of operation. According to figures published by the company itself in December 2024, Crazy Pizza ended that year with 18 restaurants worldwide and more than 500 employees across its network.
The network’s total revenue for 2024 was estimated at €45 million, representing an 80% increase on the previous year. In 2023, sales had exceeded €25 million, marking a 24% rise.
These figures relate to the network’s overall commercial activity and should not be confused with the consolidated revenue of a single company.
The expansion during that period included new restaurants in Naples, New York, St. Moritz and Belgrade, confirming the brand’s strategy of growing in both major cities and international tourist destinations.
From Monte Carlo and London to New York
Today, Crazy Pizza’s international network spans several markets across Europe, the United States and the Middle East.
In Italy, its locations include Milan, Rome, Turin, Naples, Catania, Porto Cervo, Forte dei Marmi and Savelletri. Outside Italy, the brand operates in destinations including Monte Carlo, London, St. Moritz, Ibiza and Saint-Tropez.
In the United States, it has a presence in New York and East Hampton, while in the Middle East it has locations in Doha, Kuwait and Saudi Arabia. Many of these destinations share a common feature: they are areas with strong tourist traffic, high visitor numbers and well-developed luxury dining markets.
The network’s expansion into such diverse markets is built on the recognition of its brand identity and its ability to recreate the same experience in every new restaurant.
The new investment fund and what comes next
The recent change in the business structure behind Crazy Pizza is also of particular interest. On 8 October 2026, it became known that Crazy Pizza, Billionaire and other restaurant brands developed through Majestas were being brought under a new investment vehicle, H&E – Hospitality & Experience.
The new fund was established in partnership with Merlyn Advisors, an investment platform led by Alessandro Barnaba, with the aim of further developing existing brands while also investing in new hospitality businesses.
The new venture will be led by Francesco Costa and Alessandro Barnaba, while Flavio Briatore remains a major investor, continuing to support the development of the brands he created.
The move marks a transition from a business model closely associated with its founder to a more structured investment platform focused on international expansion.
The plans for the Greek market are taking shape against this backdrop, although no official announcement has been made as to whether the planned restaurants will be developed directly by the new venture or through a local partnership.
Pizza as a luxury experience
Crazy Pizza’s business model is based on turning an exceptionally popular food into a premium dining product. The company places emphasis on thin, crispy dough, carefully selected ingredients and Italian culinary tradition.
Its main point of difference, however, lies in the way the experience is presented. The famous Spinning Pizza Show, during which pizzaioli spin pizza dough in the air, is a signature feature of the chain’s restaurants. The experience is rounded off with DJ sets, music and a strong entertainment element.
The design of the venues also plays an important role. The company has collaborated with renowned Italian architect and designer Michele Bönan, with the interiors following a shared philosophy of elegance and luxury.
In this way, Crazy Pizza aims to attract not only people looking for an Italian restaurant, but also those who see an evening out as a complete entertainment experience.
The Greek market enters the next stage of expansion
The planned arrival of Crazy Pizza in Glyfada, Mykonos and Paros comes at a time when the Greek dining market is attracting growing interest from international business groups.
In particular, the Athens Riviera is drawing investment in luxury homes, hotels and commercial spaces, creating favourable conditions for the development of new restaurant concepts.
Glyfada offers the potential to operate throughout the year, unlike Mykonos and Paros, where demand is more closely tied to the tourist season. Combining an urban destination with two popular islands could allow the brand to appeal to different audiences.
Attention is now focused on the completion of the architectural plans in Glyfada and the announcement of the property that will house the new restaurant. Further details are also expected about the investment structure that will oversee Crazy Pizza’s development in Greece, as well as the timeline for putting the plans for Mykonos and Paros into action.