PAZZI Opens in Madrid: The World’s First Pazziria

PAZZI Opens in Madrid: The World’s First Pazziria

On 25 March, something unusual happened on Calle de Gaztambide 14.

Before the doors even felt “officially open,” the street was already doing what Madrid does best: stopping, watching, reacting. Students, neighbours, families, and curious passers-by gathered at the window, phones out, smiling, pointing, asking the same question: “Is that really making pizzas?”

It was. And Madrid became the first city in the world to host the first pazziria, a new kind of take-away pizza concept where the kitchen is not hidden, but on display.

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PAZZI PREVIEW: Opening in real life, not in theory

Madrid launched with PAZZI PREVIEW, a live “preview mode” designed to do something most openings avoid: test in public.

Not as a one-off event, but as a real operating phase. The store was open to customers, while the team stayed present on-site to explain the concept, answer questions, and keep improving the experience in a real environment.  

PAZZI is built to become a 24/7 neighbourhood destination, but we deliberately did not start 24/7 from day one. The launch follows a gradual ramp-up, expanding hours by phases as operations stabilise.  

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Retro-futuristic by design: Italy meets robotics

The Madrid store introduces a bold visual statement: retro-futurism with Italian soul.

On one side: a deep respect for the craft and the ingredients, from fresh dough made daily with local flour, to Italian Cirio tomato sauce, and Italian tiramisù. On the other: a robotic kitchen that executes with precision and consistency, visible through the front window like a live performance.  

It’s not “robots for robots’ sake.” It’s a concept where tradition and futurism sit in the same slice.

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A kitchen you can watch: the process is the experience

In most fast food, the production is hidden behind a wall. At PAZZI, the opposite is true: the process is part of the product.

The robot doses ingredients and bakes pizzas in a stone oven, delivering a freshly baked pizza in around 5 minutes, with a system capacity of up to 80 pizzas per hour at full performance.  

And importantly: automation does not mean “no humans.” Customer service and supervision remain fully human, especially during PAZZI PREVIEW, with the Madrid team on-site to guide the experience and support operations.  

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Brand execution with STORIES

PAZZI partnered with STORIES designed for consumers to define the brand platform and the retail concept that will be deployed across PAZZI’s master franchise markets. Beyond visuals, the collaboration aligns positioning, tone of voice, customer journey principles, and the signature show-through-the-window experience that makes PAZZI unique. STORIES also shaped the concept’s distinctive retro-futuristic look, blending Italian inspiration and product cues with a bold, technology-forward aesthetic. From the first sketches to the final details of the capsule, the goal is consistent worldwide: turn a fast, convenient purchase into a memorable moment.

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“PAZZI has been everywhere”: media attention and public curiosity

In the first days, Gaztambide felt like a small public stage: people slowed down, gathered at the window, and watched the pizza being made as if it were part of the neighbourhood’s routine already. What surprised us most was how universal the reaction was. Different generations, same curiosity, same smile.

Retired locals stopped to observe the process with the calm attention of someone who has “seen it all” and still finds this worth a second look. Parents leaned in with their kids, translating the movements into a story they could understand: “Look, now it’s adding the toppings… now it goes into the oven.” Students filmed the robot like it was a live show, sharing it in real time. And young professionals who came in “just to have a look” often left with a box in hand.

PAZZI turned into a small public spectacle—but one that felt friendly, controlled, and local.

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European technology, Portuguese engineering

PAZZI’s robotic system was developed in close collaboration with PIBRA, an industrial technology partner headquartered in Porto, Portugal. Together, we engineered a new-generation robotic kitchen designed for reliability, precision, and repeatability at scale, combining industrial-grade automation with the requirements of real food production.

Madrid is the first live deployment of this system in a real retail environment, making it a crucial milestone in the PAZZI roadmap. It is where engineering meets reality: actual customers, real peak moments, continuous throughput, and the day-to-day conditions that can’t be fully replicated in a lab. This launch allows us to validate performance, refine processes, and collect operational learnings that will feed directly into future rollouts. 

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A new chapter since 2022: master franchise growth

PAZZI began in Paris as an early food-tech pioneer and served 100,000+ pizzas there. Since 2022, the company has operated under PAZZI International AG (Zurich, Switzerland) with an updated model, renewed technology, and a locally built team structure. Madrid is not a continuation of the former Paris operation—it is the first flagship of this new stage.  

PAZZI is now scaling through a master franchise model, with local implementations tailored to each market (local flour, regional preferences, city-based teams). Master franchise territories already secured include Spain, Switzerland, the UK, and the Middle East.  

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Interested in bringing PAZZI to your market?

For master franchise enquiries, partnerships, or expansion discussions, contact: info@pazzi.co