High Steaks: Riccardo Giraudi brings luxury cuts to St. Moritz

Celebrities like Kendall and Kylie Jenner, Rihanna and A$AP Rocky dine at his luxury restaurants: At the age of 49, Riccardo Giraudi has built an impressive culinary empire. The entrepreneur and founder of Beefbar, who was born in Genoa and grew up in Monaco, now boasts a global chain of 36 restaurants. Now the self-proclaimed "Beefboy" is launching another venue in glamorous St. Moritz.

Giraudi's path to success was by no means predetermined, even though he was born into a family of entrepreneurs. "It wasn't easy at first," says Giraudi, recalling his first steps in the family business in the early 2000s. "As the son of a successful entrepreneur whose footsteps you want to or should follow, it's particularly difficult. People may like the entrepreneur, but they don't automatically like their son."

After studying economics at the European Business School in London, he nevertheless joined the Giraudi Meats – but with a clear vision: "I would never tell my father to go to hell. But I wanted to change something. I needed more freedom to achieve more. We had to stop just being entrepreneurs and start importing high-grade meat."

First importer of Wagyu and Kobe in Europe

This decision proved to be right on the money. In 2005, the first Beefbar opened in Monte Carlo, which served as a showcase for his exquisite imports. "I knew I had to open a restaurant to show people why they should buy higher quality and more expensive meat," says Giraudi, explaining his strategy at the time. In 2014, he became the first importer of certified Wagyu and Kobe beef in Europe.

When asked how he stays motivated after his runaway success, Giraudi stays modest: "I don't think I've already achieved huge success – I'm in the middle of it." This reflective streak is evident in his attitude. "If I don't want to go to work, I don't go. I've earned this freedom," he says. "I used to be very afraid of losing everything. But I've learned to distance myself and take things more calmly." Today, Giraudi focuses on self-determination and composure while staying focused on his goals.

His advice to other restaurateurs? "People tell you there are rules – but over time, you make your own rules." It is also particularly important to see failure as part of success. "People only see your successes anyway, not your failures. They only see the brands that work, not the others." After a moment's thought, he gives another important pointer: "If something isn't working, don't do it. A restaurant that is losing a lot of money will rarely change for the better." You have to have the courage to let go and focus on new projects."

New pizza project

Speaking of new projects: Giraudi already has his sights set on an ambitious pizza concept. To this end, he has teamed up with one of Italy's largest producers, which makes 1.8 million pies a day. 700,000 of them are baked in a wood-fired oven, but have so far only been sold in supermarkets. However, as these are high-quality products, the new concept intends to go far beyond retail outlets. "We want to supply hotels and restaurants and use innovative vending machines," explains Giraudi. "It's a B2B and B2C project at the same time. I understand the luxury market and I feel that this project is just right for me. This is where my creativity can fully unfold."

The opening in St. Moritz is just the latest chapter in Giraudi's success story, and further evidence of his flair for exclusive locations. Beefbar fits perfectly into his portfolio of restaurant brands, which range from modern luxury to casual cool – always true to the motto: the right location for every occasion.

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