By WorldClubDirectory Team

All’Antico Vinaio — How a 20 m² Florentine Bottega Became a Global Schiacciata Icon

A verified, no-hype chronicle of the Mazzanti family’s sandwich empire—from a tiny shop on Via dei Neri to bustling lines in New York and beyond. What’s real, what’s myth, and why the schiacciata conquered the world.

Humble Origins on Via dei Neri

All’Antico Vinaio was born in Florence’s historic center on Via dei Neri (no. 65/r), a few steps from the Uffizi. Rooted in the Mazzanti family’s food-and-wine tradition, the shop evolved into a schiacciata-focused bottega and became a local favorite long before it went viral. The official site still presents the Florence locations as the heart of the brand.

The signature move is Tuscan schiacciata: crisp crust, airy crumb, lavish fillings—think finocchiona (fennel salami), pecorino, truffle spreads, grilled vegetables, and silky stracchino. The formula is simple, generous, and photogenic—perfect fuel for queues and social shares.

Tommaso Mazzanti and the Social Era

Under the leadership of Tommaso Mazzanti, the brand embraced social media early and turned close-ups of overstuffed schiacciate into a global calling card. Long lines and viral videos—plus tourist word-of-mouth—pushed the shop from cult to phenomenon. (On TikTok/Instagram, Florence “Via dei Neri” content consistently reaches millions.)

Across the Atlantic: New York and the U.S.

After testing pop-ups, All’Antico Vinaio opened in New York City; one of the best-known addresses is 729 8th Ave (Hell’s Kitchen), where crowds quickly mirrored Florence. U.S. food press chronicled the arrival and the brand’s playbook: keep the fillings generous, the vibe casual, and the lines moving.

Global Growth (and a London Milestone)

The brand has continued expanding through Italy and overseas (including the U.S. West and East Coasts). In 2025, UK media reported the Soho, London opening as the chain’s 48th global location—a useful yardstick that puts today’s network at “around fifty” stores worldwide and still growing. Treat any exact global count as a live number, because new sites are announced frequently.

Timeline (Condensed)

• 1990s: Bottega roots on Via dei Neri; word-of-mouth cult status.
• 2010s: Social media era; queues become a Florence fixture.
• 2021→: U.S. presence takes off; NYC among the first permanent outposts.
• 2025: UK debut in Soho, London—reported as the brand’s 48th store globally.

Planning Your Visit

In Florence, start at Via dei Neri (official page lists current sites and hours) and aim for off-peak windows (early lunch or late afternoon). In New York, the 729 8th Ave shop is central for Midtown itineraries; expect lunch and evening rushes. Always double-check the official site for addresses, opening hours, and any seasonal changes.

Sources: Official locations page (Florence / global network); U.S. coverage of NYC openings; UK coverage of the Soho milestone. Where figures vary (e.g., total store count), we report the most cautious, well-attributed numbers and avoid speculation.

Explore more: Our food & nightlife city guides—from Florence to New York—on WorldClubDirectory.com.