Brian Pieri of Pieri Hospitality Group shared exclusively with MoreThanTheCurve.com today that it will be rebranding one of its three Conshohocken restaurants.
Before the end of October, the restaurant that is now Cerdo will become Bar Sera and will introduce a new concept for the restaurant group that will focus on locally grown and sourced ingredients from Pieri Farm in Bucks County. Pieri Farm was launched in 2019 and had its first full season this year.
Below we asked Pieri a few questions about the decision to make this change. The questions are below.
What is the origin of the name Bar Sera?
The name is a tribute to the Pieri Family matriarch and we hope it captures the spirit of all that makes a restaurant truly special. From locally grown and sourced ingredients picked by our own farmers to seasonal dishes created by our culinary team laden with hard-working immigrant families. We want to showcase the basic joy that restaurants can create for our guests. Bar Sera is an ode to local small independent restaurants and an ode to the incredible immigrant families that have built the restaurants we all love.
Our seasonal menu will feature creative dishes from Executive Chef Will Langlois and Sous Chef Jenna Lucas paired with a wine and beverage list created by Sommelier John “the Beard” Mathas.
What made you decide to rebrand Cerdo?
2020 was the first full year of our Bucks County Farm and even in the face of the pandemic, the farm went better than expected. Our goal was to add a fourth restaurant to our company that showcased the farm, but Covid derailed that opportunity and timeline for us. Our solution was to rebrand Cerdo.
Why did you pick Cerdo?
Cerdo had the menu that was hardest to pair with our farm. Obviously, Mediterranean ingredients are a challenge to grow in Southeastern Pennsylvania. COVID has also changed the restaurant model, and a mostly sharing style Spanish menu left us at a disadvantage for the new focus on takeout and individual dining. Our new Bar Sera menu will give us many more options in the takeout realm, and also let us be more prepared for the new environment we are all operating in.
Cerdo was also the restaurant that was the least connected to my family’s history. The StoneRose was named in memory of my mother and Bar Lucca was named for the town in Italy my family immigrated from.
When will the changes take place?
We have already done the majority of them, as people can see if they drive by. We added a sunflower mural on our private patio and an open-air dining option for the warmer months. We also have changed most of the interior of the building. Our last night as Cerdo will be Saturday, October 24. Our first night as Bar Sera will be Wednesday, October 28th.
Why did you decide to do this in the midst of the pandemic?
Our team has really been magnificent since March in handling all of the pandemic curveballs. We have been reacting each day to something new or some sudden change to our business model. As a team, we wanted to work on a positive project and play some offense while the whole year has been about playing defense. We wanted something exciting to take us into the winter to help us continue to be a positive example in Conshohocken during tough times.
I really wanted to keep the staff engaged and give them something exciting to work on. I stood back and let them take the lead on the rebranding so they could build a concept together. They are the driving force of the business.
What other changes are happening with Pieri Restaurant Group?
Well, for starters, we have changed our name to Pieri Hospitality Group. We have had a successful launch of our farmhouse rental, and we are preparing to host events and special experiences on our farm and vineyard as restrictions lift in 2021. Our goal is to continue growing events and experiences alongside our core group of restaurants. Who knows, maybe even the beer garden will be back in 2021.
As mentioned, you still have time to dine at Cerdo one last time. It is open for outdoor and indoor dining, plus delivery/takeout.
Stay tuned for more details on Bar Sera, including its menu which will feature a new style of pizza.