Founded in 1870, Da Michele has maintained a legendary reputation for its "fanatical" devotion to authenticity. The new São Paulo location marks a strategic entry into the Brazilian market, a city that boasts one of the highest pizza consumption rates in the world and a massive Italian-descendant population.
The expansion is part of the "Michele in the World" project, which aims to export the true Neapolitan experience while respecting the rigid standards set by the Condurro family for over 150 years.
The São Paulo branch will remain faithful to the original philosophy. While many international pizzerias offer endless toppings, Da Michele stays true to the classics: Margherita and Marinara.
To ensure the flavor remains identical to the Naples original. Key ingredients, including the Fior di Latte cheese, San Marzano tomatoes, and double-zero flour, are shipped directly from Campania. The wood-fired ovens were built by Neapolitan artisans, and the pizzaioli (pizza makers) underwent rigorous training to master the specific "slapping" technique used in the Via Sersale flagship.
São Paulo joins a prestigious list of global cities—including London, New York, Tokyo, and Dubai—that now host a "Da Michele" location. For the Condurro family, this isn't just a business expansion; it’s a mission to protect the UNESCO Heritage status of the Neapolitan Pizza maker's art.
"Opening in São Paulo is a dream come true," stated a representative of the brand. "Brazil has a deep-rooted love for pizza, but we are bringing the 'Mother' of all pizzas. It’s about sharing our history, one slice at a time."
The arrival of such a prestigious brand is expected to raise the bar for the "Premium Pizza" segment in Brazil. Industry analysts suggest that "culinary diplomacy"—the export of authentic food brands—is one of Italy's strongest soft-power tools, driving demand for Italian agri-food exports worldwide.
