Piada is the brainchild of three italian friends - Andrea, Daniele & Giovanni - who decided to bring to the United States this specialty food that is very popular in northern Italy. After raising some money among friends and families, they moved to New York in February 2005 where they opened their first store in the Lower East Side of Manhattan in September of the same year. The success of this initial venture convinced them that piada could be the perfect breakfast & lunch option for the business crowd of midtown Manhattan. After 4 years from opening of their first store, they opened their second location at 601 Lexington Avenue (corner of 53rd street) in November 2009.