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[title]“Sharing” is a word we might not stop to think about as much as we should. According to the RAE (Royal Spanish Academy), it has two main meanings: to make someone else a participant of something that is yours, and to have something in common with another person.
That’s a good way to describe the genesis of Francociutta, the new street food project led by Pedro Demuru, one of the most renowned chefs on the Argentine coast. He’s the creative force behind several gastronomic ventures, such as Imperial Beerhouse at the Campo Argentino de Polo and Demuru in Cariló, his flagship. He’s inventive, restless, and above all, passionate about cooking.
“In Europe this kind of cuisine is very common, and I believe street food is something that’s growing. It’s a versatile type of cooking that allows you to offer a product — which must be of very high quality — at a low price. That’s what I think will be great, to have different products and cater to different segments,” explains Demuru about the project, which will mainly serve pasta and pizza on the go.
“It’s a versatile cuisine that allows you to offer a product — which must be of very high quality — at a low price”
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Beyond the food, the project has a reason behind it, and that reason has a name: Franco Demuru, his 21-year-old son. From a very young age he traveled the world and, after a while, decided to share this project with his father. Francociutta will not only carry part of his name, but also his personal touch, reflected mainly in operational and service management.
“I really like pasta, I think it’s a great product, and he asked me to create something along those lines. That’s where the idea came from, to have a Demuru connected to the business side so that, when I’m not there, he will be. I think we’ll be a good complement and a good team working together,” he adds.
“I think we’ll be a good complement and a good team, the two of us.
Quality, Speed, and Low Prices
The idea is not to create a space completely separate from Demuru, which is why Francociutta will be “attached” to the existing restaurant that has been part of Cariló’s food scene for years.
“The difference with Francociutta is very simple: high quality, low price, and speed. That’s fundamental. With this proposal, the idea is to appeal to a different audience than Demuru’s,” he explains. And perhaps that’s the challenge: having the versatility to serve two very different kinds of customers at the same time. While some might hesitate, “challenge” is not a word that scares Pedro Demuru — it drives him to experiment and bring new ideas to life.
“The difference with Francociutta is very simple: high quality, low price, and speed. That’s fundamental”
“The idea is to attract people who want to eat something quickly but still want good nutritional value, something tasty, flavorful, and filling,” he says. Those who prefer neatly set tables, tablecloths, and full service can simply walk a few steps and sit down at Demuru. The coexistence of both spaces, concepts, and possibilities is exactly what this new stage aims to achieve.
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Back to the Roots
Alongside this new project, Pedro is also planning a menu revamp at Demuru. The idea is to go back to the roots, to bring families back to the table — the true protagonists of lunches in this corner of Cariló.
“Demuru became a restaurant for adults, and we lost families a bit. With this new menu, which is actually the original one, you can order at the same table a burger, venison pie, milanesa, and ribeye with salad. The idea is for Demuru to be an option for any moment of the day, every day of the week,” he explains.
“The idea is for Demuru to be an option for any moment of the day, every day of the week”
Quality is non-negotiable, which is why the “new” Demuru will maintain the aesthetics of its dishes, their presentation, and all the little details that make it a place worth returning to for a good meal.
A Challenging Season Ahead
Even though summer is still a few months away, the Demuru team is already preparing for what could be a somewhat uncertain season. Still, that doesn’t discourage the captain of the ship who, considers he has “the best job in the world.”
“We believe we need to adapt very quickly to all changes, and that’s exactly what we do. We prepare rapidly and strategically so we can turn things around whenever necessary, ensuring the season ends as close to success as possible,” he concludes.
“We believe we need to adapt very quickly to all changes, and that’s exactly what we do”
Demuru talks about timing, about going back to the roots, and about adapting, because a project is never just one thing: it starts as something and probably evolves over time. He also speaks in the plural because it’s never just one person: the idea may begin with one, but survival always requires several others. In the end, what he’s really talking about is sharing.