Hawk Restaurant Group, led by Cooper, is set to expand its culinary horizons, unveiling a new pizza concept dubbed Piccolo Buco.
Cooper's Hawk Winery & Restaurants, a Chicago-based establishment led by CEO Tim McEnery, is expanding its horizons with the growth of Piccolo Buco, an upscale Neapolitan-style pizza concept.
The journey of Piccolo Buco began with its flagship in Oakbrook Center mall near Chicago. Over the past four years, the concept has displayed impressive growth, averaging 10-15% annual sales growth[1]. Cooper’s Hawk plans to grow Piccolo Buco deliberately and moderately, with a goal of up to 100 locations eventually, but at a slower pace than its main brand[1].
The first Piccolo Buco in the U.S. was established in the Chicago suburb of Oak Brook. The second location is set to open in Naperville next month, and a third Piccolo Buco will debut in Tampa in October[1][2]. These new sites will feature additional amenities, such as a small wine-tasting bar for events in Naperville[2].
Piccolo Buco, a small restaurant in Rome, Italy, known for its Neapolitan-style pizza with a thick, pillowy crust, has been imported primarily to add more value for members of Cooper’s Hawk’s wine club, which boasts nearly 800,000 people[1]. Wine club members can utilise benefits such as loyalty points and discounts at Piccolo Buco and can pick up their wine of the month there[1].
The pizza at Piccolo Buco, widely considered among the best in Italy, remains true to the original[1]. The U.S. Piccolo Buco offers a wider menu than the original, including appetizers, pasta, and other entrees, as well as a selection of Cooper’s Hawk’s signature wine[1].
Luca Issa, the owner of Piccolo Buco, initially resisted bringing the concept to the U.S. due to costs and infrastructure[1]. However, Tim McEnery and Luca Issa made a handshake deal to bring Piccolo Buco to the U.S. in June 2021[1]. McEnery expresses interest in creating, acquiring, or merging with other restaurant concepts for Cooper’s Hawk in the future[1].
Cooper’s Hawk believes that the success of Piccolo Buco in Oak Brook can translate to other locations[1]. The expansion of Piccolo Buco is complementing rather than negatively impacting Cooper’s Hawk’s core business. Piccolo Buco is positioned in markets with an already established Cooper’s Hawk wine club member base and strategically fills geographic gaps between existing Cooper’s Hawk locations, minimizing any risk of cannibalizing sales[1].
Approximately 40% of Piccolo’s customers are wine club members, similar to the ratio at Cooper’s Hawk[1]. Piccolo Bucos will be slightly more rustic than the Oak Brook flagship[1]. The strategy seeks to leverage existing wine club loyalty and grow incrementally, contributing positively to the overall portfolio and brand ecosystem of Cooper’s Hawk Winery & Restaurants[1][3].
Cooper's Hawk has signed leases for four more Piccolo Bucos, marking the beginning of an exciting new phase for the company[1]. With the expansion of Piccolo Buco, Cooper’s Hawk is poised to strengthen its market presence and attract more customers, all while filling service gaps and growing incrementally.
- As Cooper's Hawk Winery & Restaurants continues to expand its Piccolo Buco concept, it envisions incorporating technology into the dining experience, offering digital menu options and wine pairing suggestions to enhance the lifestyle of its customers.
- In the realm of education-and-self-development, Cooper's Hawk is considering partnering with local institutions to host workshops on wine tasting, pizza-making, and culinary arts, appealing to the growing interest in food and beverage learning experiences.
- To cater to a broader audience and generate general news, sports sections may be introduced in some Piccolo Buco locations, offering game day specials, big screen viewing, and exclusive discounts for sports fans, diversifying the casino-and-gambling offerings already available at Cooper's Hawk establishments.
