Bar Schiacciate: Feeding the global sandwich trend

Named after the bread used in its sarnies, Bar Schiacciate is on a mission to change the Swedish sandwich culture. How? By serving up a simple, yet carefully curated menu of Italian-style sandwiches that are packed with quality in every bite. Now celebrating its one-year anniversary, the future of this eatery is looking deliciously bright.

Having already taken Stockholm by storm (seven units opened in its first year is nothing but impressive), Bar Schiacciate is the brainchild of food lover and keen traveller Andreas Rosenstam. Born into the Mellqvist family and business venture, a Swedish institution known for its popular cafés, Rosenstam developed a taste for good food early on.

“I essentially grew up selling sandwiches and classic café bites and always loved being around food. So, I guess it was only a matter of time before I would step onto that scene myself,” explains Rosenstam. “I also remember the first time when I, as an adult, tried Tuscan schiacciate bread which was a pivotal moment that gave me a good idea of what I wanted to do next.”

Sandwiches versus sandwiches

Looking at the sandwich culture in Sweden traditionally, there has never been a huge amount of excitement. Although tasty, sandwiches have generally been seen as light bites, perhaps composed of classic white bread with sliced cheese and cucumber. Tasty for sure, but far from a culinary delight. Compare this to Italian-style sandwiches and you can hardly believe that they are, in theory, the very same thing.

“I decided it was time to bring this foreign concept home and give sandwiches a better reputation and to reframe them as more of a hearty meal that you’re actually excited to eat,” says Rosenstam. “All while keeping things simple and authentic, without ever compromising on quality.”

The main ingredient and point of difference of Bar Schiacciate’s sandwiches is, unsurprisingly, the bread which compared to its relative focaccia is made with less oil, giving it a lighter texture and taste. Then, there are generous fillings to enjoy, such as different types of charcuteries, creamy mozzarella and fresh herbs. And although the menu currently features plenty of choices, the clear bestseller is the Mortadellan sandwich which is made with mortadella ham, stracciatella cheese (a form of mozzarella), pistachio, beef tomatoes, basil and balsamico. Also worth noting is that a single sandwich at Bar Schiacciate will always have 10 slices of cured meat and a whole ball of mozzarella in it, because when it comes to sandwiches, more is always more.

A changed perception

To say that Bar Schiacciate was welcomed with open arms is perhaps a slight overstatement. Yes, its success over the past year is a fact, but it is fair to say that getting to this point has also been, and continues to be, an act of changing consumers’ behaviour. A task which is never easy.

“Our concept may feel quite unfamiliar to many people who are not used to queuing for a sandwich, or to pay a higher price for high-quality ingredients in what they would consider a simplistic food. That’s why getting the marketing right at the start of this adventure was crucial, which was only achieved with the help from Christopher Åström who is an amazing food creator that really understands the landscape we are trading in,” explains Rosenstam. “When you eat our food, you really get what you pay for. Everything is done à la minute, is super fresh and made with love.”

Rosenstam also explains how the learnings from the past year have helped him and his team to improve. For instance, customer feedback has inspired Bar Schiacciate to add specific lunch options to its menu which are readymade and sold at a discounted price. There are now also simplice schiacciatas (smaller sandwiches) as well as several fresh salads including a classic caprese, with more gluten-free options launching soon as well.

Quality and taste aside, creating a great atmosphere for customers is equally important. That is why Rosenstam has partnered with British home fashion brand Buster & Punch to fit Bar Schiacciate’s units with lamps that represent the same values of quality. And not only are there more such collaborations to come, but also grand plans to expand the business. So, next up: Norway, the Nordic home of sandwiches.

Web: www.barschiacciate.se
Instagram: @bar_schiacciate