Vicio opens its first restaurant in Madrid

VICIO takes a big step in its expansion strategy with the opening of its first physical restaurant in La Capital, finally responding to the recurring request of all vice lovers. The space, located in Almagro, one of the leading areas in hospitality in the capital, opens its doors today, Friday October 6th, with a capacity for 50 diners.

After consolidating its position in the home delivery sector throughout the peninsula, VICIO is making its debut in the physical restaurant sector. Although it already had a hybrid space in Barcelona, this new restaurant represents a completely innovative concept. It is a “VICIO Club”, where 50% of the concept is destined to dine-in and the other 50% to take away and delivery.

When entering the restaurant, customers are transported to a modern club, with electronic music and an aesthetic that evokes a city like New York and its ICONIC Studio 54. With 200 m2 distributed on two floors, the restaurant offers a unique and distinctive atmosphere. The design, by External Reference, immerses customers in an imaginary urban environment. The large letter “V” above the entrance is a tribute to the classic illuminated signs of American cities.

The restaurant’s menu remains the same, reflecting the essence of VICIO. From the classic Cheeseburger to the innovative “La Pollos,” which uses a siphon – a tool we normally only see in haute cuisine – brand lovers will find options for their cravings. In addition, varieties of fries such as smoked bacon cheese fries and parmesan truffle fries promise to delight the most demanding palates. Dessert also has a prominent place with options such as Nutella Cheesecake and Oreo Tiramisu. However, Aleix Puig, co-founder and co-CEO of VICIO, plans to update the offer to have exclusive products for the restaurant. This way, VICIO can be enjoyed in a different way than delivery, maximizing the dine-in experience.

Aleix Puig highlights the importance of this expansion in Madrid, noting that “this city welcomed us with open arms when we arrived in January 2022 and now deserved a space as iconic as the one we have created”. In just three years, the company has experienced meteoric growth, going from 6 employees to a staff of 600. This growth is reflected in the recent inauguration of its new headquarters in Barcelona. And Spain’s most famous vurgers have plans to open 12 new restaurants by 2024 in cities such as Barcelona and Madrid. This ambitious project has been backed by a successful crowdfunding campaign, which has positioned VICIO as one of the main players in the Spanish food delivery sector.

VICIO has conquered the hearts and stomachs of the main Spanish cities, with a community of followers that exceeds 200,000 on social networks. Its strategy focused on brand, product and technology, but above all on the people who make up the brand’s culture, has been key to its success. With the opening of this first restaurant, VICIO redefines the gastronomic experience in Spain, promising to continue “giving us our own” in the future