In the vibrant culinary landscape of Miami, Graziano Sbroggio has turned a youthful dream into a thriving reality. The restaurateur from a small town in Treviso province now presides over an impressive portfolio of eleven establishments, employing 350 people and serving as a passionate ambassador for authentic Italian cuisine in America’s sunshine state.
“I always dreamt of having my own restaurants—a chain of ten was the recurrent dream,” reflects Graziano, whose journey began at 27 when he left his family’s country restaurant in Italy for the unknown prospects of Miami Beach. Without speaking English or Spanish, he took a leap of faith after a fortuitous encounter with a furniture industry client who suggested the move during a particularly restless period in Graziano’s life.
His Miami story began with a single restaurant, gradually expanding to three locations along Lincoln Road, the bustling pedestrian area of South Beach. “The most difficult period was the transition from one restaurant to three,” he admits. “After the third restaurant, it felt more like a natural progression.” This strategic growth defied the sobering statistics of the American restaurant industry, where approximately 80% of new establishments close within their first year.
The secret to his enduring success? “Service and food quality,” Graziano states without hesitation. Rather than pursuing sophisticated five-star cuisine, he has built his reputation on “the genuine experience of homemade food—generous, honest, and with the best possible ingredients.” This philosophy reached its fullest expression in “Salumeria 104,” a concept focused on Italian cured meats presented in a rustic atmosphere that has proven so successful it has expanded to four locations over twelve years, and the goal is to get to add another 6 locations of this brand alone, in the next 4 years.
Though never formally trained as a chef, Graziano’s passion lies in the holistic restaurant experience—particularly marketing, finance, and the thrill of launching new venues. “I see the opening of a new restaurant like the gestation of a new child,” he explains. “The first evening when the new restaurant is jam-packed full of guests is like the baptism of the new child.” Recently, his focus has shifted toward finding existing venues for relaunch, breathing new life into established spaces.
As President of the South East USA Chamber of Commerce, Graziano embraces his role as an ambassador for Italy, exclusively using Italian products and maintaining all-Italian partnerships. “I feel like a promoter of Italy in the USA,” he says proudly, though he acknowledges that success required adaptation. “This country gives you many opportunities, but many fail because they can be stubborn. Instead of imposing our customs, we need to understand their customs, and then we can bring our experience, honest desire to work, and humility,”
The American approach to customer service has mainly influenced his business philosophy. “The concept of service first—in my sector, customer service is king,” he observes, noting the contrast with restaurants in Italy, “where food could be excellent but service less so.”
Looking toward future trends, Graziano predicts a bifurcation in the restaurant industry. “The medium-low restaurant end will disappear due to ever-increasing labor costs,” he foresees. “The self-service (wine bar) concept, opposed to the very high-end five-star service, will prevail.” He also notes how social media has transformed dining into shareable experiences: “We prepare tiramisu at the table, something our customers love filming and sharing with their friends.”
Despite his professional achievements, at 62, Graziano’s thoughts sometimes turn homeward. “As the years go by, I don’t see myself in this country as an older man,” he confesses. “My friends in Italy dedicate more time to social activities. I would never see myself here in Miami without work.”
His pride in Italian heritage shines through in his fantasy dinner party, where he would serve regional specialties like trippa, sopressa, Radicchio di Treviso and cod with polenta, to an eclectic gathering of world leaders including Giorgia Meloni and President Trump. “I am sure that after a good hearty meal, they may even be able to put aside their differences,” he says with characteristic Italian diplomatic flair.
For young Italians contemplating international careers, Graziano offers practical wisdom born from experience: “Specialization these days is key—don’t be a generalist. Only by specializing can you succeed, and by promoting Made in Italy with drawn sword, offering to educate about our products.”
Graziano Sbroggio’s journey from Treviso to Miami exemplifies the enterprising spirit that has carried generations of Italians to success abroad—combining cultural pride with adaptive savvy, perfectionist standards with pragmatic business acumen, and above all, an unwavering belief that authentic quality will always find its audience, even on distant shores.
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