Sbarro is rolling out a new restaurant design strategy aimed at reintroducing the brand to modern consumers while staying true to its New York City origins. With more than 800 restaurants in over 30 countries, the legacy pizza chain—founded in Brooklyn in 1956—is evolving its physical spaces to better reflect its handmade approach to pizza, its NYC heritage, and the expectations of a global customer base.
The new design concept brings elements of classic New York into the restaurant environment with updated materials, lighting and branding features that emphasize the craft of pizza making.
Sbarro reported in January that it experienced “exceptional growth” last year, opening 114 new restaurants around the world, including 34 in the U.S. Still a fixture in malls, the brand’s presence has also grown in convenience stores (C-stores), which now make up 15% of its global store count.
“Designing for the future means honoring where we come from,” said Ivana Heslop, Sbarro’s vice president of restaurant design, in a white paper submitted to PMQ Pizza. “New York is in our DNA—bold, vibrant, a little gritty, but always authentic. Our goal is to bring that spirit forward in a way that feels fresh, welcoming and globally resonant.”
Sbarro’s updated interiors aim to reimagine the feel of a 1950s New York neighborhood while incorporating materials that are both durable and design-forward. Signature touches include red pendant lighting, red subway tiles paired with neutral greys, and branded pizza peels featuring phrases like “FOLD. EAT. REPEAT.” and “NYC 1956.”
Natural materials such as wood and steel help communicate craftsmanship, while red-accented architectural elements and NYC skyline motifs evoke a sense of place. The kitchens are open to showcase the dough-making and pizza-prepping processes in real time.
“We design moments—not just restaurants,” Heslop added. “From the glow of the pendant lights to the first glance at our pizza case, we want guests to feel the story we’re telling.”
The reimagined store format is designed to be both guest-friendly and operationally efficient. The chain is introducing new ventless ovens and flexible layouts that support smaller spaces without compromising product quality. Digital menu boards allow for region-specific customization and promotional agility, and heated grab-and-go shelving units accommodate the growing demand for contactless pickup.
Heslop noted that these updates support greater flexibility across non-traditional locations, including airports, military bases, universities and convenience stores. “Every one of our 800 restaurants has its own mixer,” she said. “We’re not cutting corners. We’re stretching dough fresh every day—and our design reflects that level of care.”
“This process is like changing tires on a car while it’s still moving,” Heslop added. “We’re an established brand with legacy infrastructure—but that’s no excuse not to evolve.”
Heslop said the new restaurant layout also takes into account how and where guests enjoy their meals, from quick counter slices for tourists to full family dinners on Friday nights or digital orders fulfilled via pickup shelves.
While many elements of the rebrand are subtle—such as new finishes, updated logos and improved lighting—the overall effect is a more modern, immersive version of the Sbarro experience.
“We want people to see the pizza,” Heslop said. “Smell the dough. Watch it being made. That’s our biggest differentiator—and our design has to make that impossible to miss.”
The changes represent more than a cosmetic update, according to Heslop. They’re part of a broader effort to reintroduce the brand to a new generation of guests while maintaining the legacy that made Sbarro a global name in New York-style pizza.
“People recognize New York authenticity,” Heslop said. “They welcome it. They crave it. And now, they’ll feel it the moment they walk through our doors.”
