An unexpected turn of events marks the gastronomic future of the Grand Hotel des Bains: the Michelin-starred restaurant “Da Adriano” closes its doors to make way for the informal luxury of Flavio Briatore's franchise. The mission: “To fill the tables two or three times a night.”
The news
The Grand Hotel des Bains Kempinski in St. Moritz, a symbol of five-star superior hospitality in the Swiss Alps, is preparing to undergo one of the most daring culinary transformations in its recent history. After years of success and an excellent reputation, the renowned gourmet restaurant “Da Adriano” will close permanently, making way for a new and surprising concept: the international chain “Crazy Pizza,” as reported here by Rolling Pin.
This strategic move, effective from the 2025/26 winter season, formalizes an operation that had already been successfully tested in a pop-up format within the hotel. The closure of a restaurant that enjoyed considerable success – including 14 points in the Gault&Millau guide and excellent wine sales – is a clear response by the hotel management to an emerging trend in the high-end sector.
Less formal luxury
“Da Adriano” is becoming history to accommodate the entrepreneurial vision of Flavio Briatore and his partners, including former Formula 1 executive Francesco Costa and investor Heidi Klum. Kempinski's General Manager, Konstantin Zeuke, explained how the decision responds to the growing demand for luxury dining experiences that are both less formal and more dynamic.
“The ‘Crazy Pizza’ concept has already proven to work in exclusive destinations such as Monte Carlo and Porto Cervo,” said Zeuke, who said he was fully convinced of the franchising model and has already signed the licensing agreement. The goal is ambitious and linked to maximizing the brand's appeal: "We want to fill the tables two or three times a night in winter. We want customers to line up.“
Pizza, caviar, and truffles
”Crazy Pizza" is not your typical pizzeria. The brand is synonymous with a combination of high-quality Italian cuisine and an opulent international lifestyle. Its offering focuses on ultra-thin crust and the highest quality, most expensive ingredients. The 12.7-inch Margherita pizza is elevated to an elite dish with the addition of delicacies such as generous amounts of caviar or truffles, reflecting the luxurious positioning of the international locations already open in Rome, London, and New York.
The visual experience is an integral part of the format, with an open kitchen and display elements that transform the visit into a real show, in line with the chain's philosophy: an authentic Italian “luxury pizzeria,” but strictly without pineapple.
Continuity of excellence
Despite the radical change in concept, Kempinski has ensured continuity of quality by relying on the old guard. Adriano Feraco, the man who has led “Da Adriano” for years (and has been with the hotel since 2006), and chef Mitch Calglioni will remain at the helm of the new “Crazy Pizza.” Their permanence is a clear assurance that the quality standards and craftsmanship that earned the restaurant its Gault&Millau points will be maintained, albeit under a new name. Crazy Pizza will not be Flavio Briatore's first brand to conquer the Grand Hotel des Bains. Back in December 2024, the former casino was transformed into the luxurious Billionaire nightclub, a brand that complements the Kempi's luxury lifestyle offering with entertainment, fine dining, and a festive atmosphere from midnight onwards. With the arrival of the pizzeria, St. Moritz is consolidating its position as a central hub for the international jet set, where entertainment and high-end gastronomy come together in an increasingly dynamic and informal setting.
