US pizzeria chain Sbarro enters the UK market
North American restaurant group Sbarro, which specialises in selling New York-style pizza by the slice, has entered the UK market through a partnership with Euro Garages owner EG Group.
It has opened its first restaurant at EG Group's Armada location in Birmingham.
The pizzeria group has plans for a further five trial openings across the UK this year.
Both companies expect to open additional sites together in 2021, if the first are successful.
"It's a natural fit between the two brands," said Sbarro chief executive David Karam. "As the trend continues to shift towards freshly prepared and higher-quality food offerings in the convenience store segment, Sbarro is an ideal partner for a great brand like EG Group."
The first Sbarro restaurant opened in Brooklyn, New York, in 1956, and the business has since grown in to a major franchise operation, with 630 sites across 24 countries.
EG Group was founded by entrepreneur brothers Zuber and Mohsin Issa, who also own the Stanley House Hotel & Spa in Lancashire. The pair both received CBEs in the Queen's Birthday Honours 2020.
Mohammed Tayab, EG Group's food and beverage director for Europe, said: "We are excited to partner with Sbarro, a world-renowned pizza brand present in 24 countries which offers excellent choices to diners.
"Its focus on serving authentic New York-style pizza using the freshest ingredients will be a treat to customers looking for a fresh, tasty and convenient offering at one of our locations."