Russo’s New York Pizzeria, an award-winning US pizza brand, is set to open locations in Dubai, Abu Dhabi and Sharjah, the first of which is scheduled late October.

Anthony Russo, owner of Russo’s New York Pizzeria and Russo’s Coal-Fired Italian Kitchen recently awarded exclusive UAE territory rights to Dubai based Prime Hospitality, a division of Ghobash Trading & Investment Company.

The first opening is in Jumeirah Centre on Jumeirah Beach Road in Dubai, followed by the Abu Dhabi location which will be opening in November at the Gourmet Republic section of the newly renovated Al Wahda Mall.

Russo’s New York Pizzeria will be opening at the new extension of Sahara Mall in Sharjah late this year.

The first Russo’s Coal Fired Italian Kitchen, the up-market concept by the same chain, is planned to open in Dubai next year, but no location is confirmed as of yet.

“We have looked at a number of locations and found that landlords are happy to have us, however it is not a matter of opening as soon as we can, it’s a matter of finding the right locations,” said Murad Alnassur, general manager of Prime Hospitality.

“We have a very premium brand here, it is not a cookie-cutter concept, every build-out will be customized to fit each specific location.”

“The focus is not on quantity, but on quality; at Russo’s it’s all about the passion for food, it’s not about growing a chain as fast as they can.

“Every Russo’s that has opened its doors is still in business, and very successful, Anthony and his team take a great pride in this and Prime Hospitality is committed to continue the same; at the end of the day the customer will taste and experience the difference,” he added.

Chef Anthony Russo said what distinguishes a coal-fired oven from a wood-burning or a gas-fired oven is the coal oven’s intense heat.

“Coal just takes the flavor up a notch and truly separates us from the competition. When paired with the freshest ingredients and our homemade dough and sauce, it’s absolutely delicious,” he added.

The March 2010 issue of ‘Every Day with Rachael Ray’ magazine featured a search for America’s best pizza and Russo’s Coal-fired Italian Kitchen pizza won the award.

Other awards received include Best Pizza’ in Houston, Best Calzone in Dallas and Top 120 restaurant franchise by US published Entrepreneur magazine. – TradeArabia News Service