Italy’s biggest piadina chain has quietly slipped into the Flatiron lunch rush. Piadi by La Piadineria, the brand’s U.S. debut, is now serving folded flatbreads at 18 East 23rd Street, a compact counter spot built for quick turnarounds. Freshly cooked piadinas get wrapped around fillings like prosciutto, burrata and seasonal vegetables, giving nearby office workers and Madison Square Park regulars a made‑to‑order option that mostly lands in the $11 to $17 range.
Piadi is the American offshoot of La Piadineria, a fast‑casual chain that started in Brescia in 1994 and has since grown into a major player across Italy, the company says. The Flatiron storefront is listed on the brand’s locations page as its first U.S. address, and the opening is described as the initial step in a broader American rollout, according to Piadi.
Piadina, explained
Piadina is a thin, flexible flatbread from Italy’s Emilia‑Romagna region, traditionally folded around cheeses, cured meats and greens. At Piadi, the format is pitched as fast street food: dough is rolled, baked and filled in an open kitchen set up for a grab‑and‑go crowd, according to Time Out New York.
Menu and price
The menu leans into named combinations like the Giulia with prosciutto di Parma, the Maria with ham and mozzarella, and the Laura with mortadella and burrata, alongside build‑your‑own options and salads. Core piadinas are generally priced between $11 and $17, and many of those items show up on major delivery apps, according to The Infatuation.
Fast service and supply chain
The concept is built around speed as much as nostalgia. Orders are turned around quickly at the counter, and in an interview with amNewYork, the U.S. country manager said customers are already dropping in “multiple times a week, about 2‑3 times.” For the launch, the brand is tapping Italian production, shipping dough and select ingredients from Montirone while it explores a more local production hub, per reporting from FoodAffairs.
Why Flatiron?
The Flatiron corridor, packed with offices and a steady stream of tourists heading to Madison Square Park, has become a favorite testing ground for fast‑casual imports. Local coverage notes Piadi as part of a continuing wave of international quick‑service spots flocking to the neighborhood, positioning it squarely for the weekday lunch rush and low‑key evening bites, according to Eater New York.
How to get it
Piadi lists its Flatiron hours, contact details and address on the brand’s website, according to Piadi. The location is also active on major delivery platforms for takeout and delivery orders. For the latest menu, hour updates and ordering options, it is worth checking delivery listings before you head over, according to Uber Eats.
