Picture this: you just wolfed down three slices of cheesy Neapolitan pizza topped with proscuitto crudo, half a rotolo garnished with pistachio pesto, and a few fried pizza dough bites coated in citrus fennel sugar and drizzled with Nutella. Next, you haul yourself and your food baby to a dressing room to try on a super skinny pair of jeans. Doesn’t sound too enticing, does it?
Urban Outfitters has just bought award winning and Philadelphia-based Italian chef Mark Vetri’s restaurants and they plan to create an experience merging shopping and dining. Vetri sold all but one of his renowned restaurants, including Lo Spiedo, Osteria, Amis Alla Spina and Pizzeria Vetri.
The trendy retail company is zoning in on Pizzeria Vetri, a casual and chic restaurant that features gourmet pizza and bottled cocktails, in an attempt to revive their brick and mortar generated sales. Following the announcement, Urban Outfitters shares dropped roughly 8%, indicating that their effort to maintain relevancy and popularity didn’t impress investors, and it’s not impressing us.
As a business that targets young adults, they got it right on the food front. Our generation is full of foodies and the pizza revolution is in full swing. Our generation is also all about self-expression via fashion. However, Urban Outfitters has yet to see any payoff for combining the two.
– Seena Paul
Images courtesy of: PhillyMag, Philly.com
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