San Morello
San Morello is Chef Andrew Carmellini's single-location urban Italian restaurant in downtown Detroit's Shinola Hotel, serving wood-fired Southern Italian dishes across five dayparts, with private events, a Pasta Club subscription, and an outdoor Terrazzo lounge.
- Company typePrivate
- Founded-
- HeadquartersDetroit, United States
- Headcount1–10
- GTM typeB2C
- OfferingServices
What San Morello does
San Morello is a single-location urban Italian restaurant operated by Chef Andrew Carmellini within the Shinola Hotel at 1400 Woodward Avenue in downtown Detroit, Michigan. The restaurant serves Southern Italian and Sicilian-inspired cuisine centered on wood-fired dishes, Neapolitan-style pizzas, and housemade pastas, with menu items ranging from $6 pastries to a $170 35-Day Dry-Aged Bistecca Fiorentina.
The business operates across five dayparts — breakfast, weekend brunch, lunch (anchored by a $38 Pronto Prix Fixe), dinner, and a daily 3-5pm Piccolini offering — served through walk-in guests, reservations booked one month in advance, online takeout orders via the BentoBox platform, and a private dining room for groups of up to 40 guests managed through the Tripleseat platform. Two branded extensions sit alongside the core restaurant: The Terrazzo, an outdoor lounge for aperitivos and nightcaps, and the Pasta Club, a monthly subscription of fresh pasta kits fulfilled through the Table22 platform. Gift cards are sold via a securetree.com storefront.
San Morello is privately held and co-located within the NHG NYC hospitality portfolio, which also includes the Evening Bar and Brakeman properties as well as the Shinola Hotel itself. The restaurant leverages its hotel setting for built-in foot traffic and brand association, while distributing through Facebook, Instagram, and an email newsletter. No proprietary technology, no AI/ML capabilities, no patent portfolio, and no institutional investment, funding rounds, or M&A activity are disclosed in the available data.
San Morello firmographics
Firmographics- Name
- San Morello
- Website
- https://sanmorello.com
- Company type
- Private
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- San Morello is Chef Andrew Carmellini's single-location urban Italian restaurant in downtown Detroit's Shinola Hotel, serving wood-fired Southern Italian dishes across five dayparts, with private events, a Pasta Club subscription, and an outdoor Terrazzo lounge.
- Ownership category
- akta.pro rank
San Morello industry classification
Industry- Product category
- Upscale Casual Italian Restaurant
- NAICS
- Full-Service Restaurants (722511), Restaurants and Other Eating Places (72251)
- SIC
- Retail-Eating & Drinking Places (5810), Retail-Eating Places (5812)
- akta.pro primary industry
- Ethnic & Regional Cuisine Restaurants (THAFACAD)
- akta.pro secondary industries
- Special Occasion & Destination Restaurants (THAFACAK), Casual Dining Restaurants (THAFACAB)
Keywords
Where San Morello is headquartered
LocationHeadquarters
- HQ city
- Detroit
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
San Morello business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Supply Chain, Infrastructure, Marketing or Sales
Revenue model
- Dine-in Food Service: Revenue from serving Italian dishes including antipasti, wood-fired pizzas, housemade pasta, secondi, and dolci to guests dining in the restaurant.
- Beverage Sales: Revenue from alcoholic beverages including cocktails, wine, beer, and non-alcoholic drinks served with meals.
- Pasta Club Subscription: Monthly subscription service delivering fresh pasta kits with sauce, accoutrements, and cooking instructions for at-home preparation. Operated through Table22 platform.
- Private Dining Events: Revenue from hosting private events and group dining for up to 40 guests with dedicated space, cocktail bar, and family-style menus.
- Gift Cards: Revenue from sale of gift cards for future dining experiences.
- Catering Services: Catering services for private events managed by Mary-Catherine Moore, Director of Events & Catering.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Individual Menu Items |
| Unit Pricing | Pay-as-you-go | Pronto Prix Fixe Lunch |
| Unit Pricing | Multi-year contract | Private Dining |
| Subscription | Monthly | Pasta Club Monthly Subscription |
Go-to-market motion1 record
Distribution channels5 records
Marketing channels6 records
San Morello product offering
Product offeringCore offering
San Morello is an urban Italian neighborhood restaurant offering wood-fired dishes, Neapolitan-style pizzas, and housemade Southern Italian pastas across multiple dayparts (breakfast, brunch, lunch, dinner, and piccolini small-bite service). In addition to the dine-in experience, the restaurant sells monthly pasta-kit subscriptions (Pasta Club), hosts private dining events for up to 40 guests, and provides gift cards.
Product overview
San Morello is a single-location urban Italian neighborhood restaurant operated by Chef Andrew Carmellini in downtown Detroit. The offering is organized around the core restaurant experience—dinner service (5-11pm nightly), lunch (Monday-Friday 11:30am-3pm), weekend brunch (Saturday-Sunday 10am-3pm), breakfast service, and piccolini (daily 3-5pm happy hour). The food program centers on wood-fired cooking, Neapolitan-style pizzas, and housemade Southern Italian pastas. Two branded sub-concepts extend the experience beyond the dining room: The Pasta Club (a Table22-powered monthly pasta kit subscription) and The Terrazzo (an outdoor lounge for spritzes and small bites). Private dining for up to 40 guests is also offered as a separate venue product.
Differentiator
Problem solved
Functional benefit
Brands
- Table 22 Pasta Club: Monthly rotation of fresh pasta kits including sauce, accoutrements and simple cooking instructions, plus shareable sides and the option for wine, for enjoying at home.
Products and services
- San Morello Restaurant Dining Multi-daypart upscale Italian restaurant offering breakfast, brunch, lunch, dinner, and piccolini (small bites daily 3pm–5pm), featuring antipasti, wood-fired pizza, housemade pasta, wood-fired grill secondi, dolci, and a beverage program with cocktails, wine, and beer. Targets individual diners, hotel guests, and small groups in downtown Detroit.
- Private Dining & Events Private dining room for groups up to 40 guests, featuring communal oak-wood tables, wainscot panels, floor-to-ceiling windows, dedicated entrance, private cocktail bar, audio-visual capabilities, and custom Southern Italian family-style menus by Chef Andrew Carmellini. Booked through the Tripleseat platform and the Director of Events & Catering.
- Catering Services Off-premises catering for private events, managed by Mary-Catherine Moore, Director of Events & Catering. Custom menus coordinated with Chef Andrew Carmellini.
- The Terrazzo Outdoor Lounge Outdoor lounge with a coastal Italian atmosphere for aperitivos or nightcaps, featuring spritzes, seasonal cocktails, piccolini bites, and a limited dinner selection overlooking Woodward Avenue.
- Pasta Club Subscription Monthly subscription service delivering fresh pasta kits with sauce, accoutrements, shareable sides, optional wine pairing, and cooking instructions for at-home preparation. Pasta offerings curated by Chef Cory Barberio and fulfilled through the Table22 platform.
- Gift Cards Prepaid gift cards for future dining experiences at San Morello, sold through NHG NYC's securetree.com platform.
Companies that use San Morello
Customer profileSegments2 records
Ideal customer profiles3 records
San Morello technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
San Morello partnerships and signals
Strategic signalPartnerships
Seven partnerships are on record, tiered minor and core.
- NHG NYCminorNHG NYC appears to be a hospitality group affiliated with the restaurant. Their logo appears alongside San Morello in the footer alongside other related properties including Evening Bar, Brakeman, and Shinola Hotel, suggesting a shared ownership or brand family within the hospitality group.
- Evening BarminorEvening Bar is listed alongside San Morello as part of the NHG NYC hospitality portfolio. Both restaurants are featured on the San Morello website footer.
- BrakemanminorBrakeman is a related restaurant brand within the NHG NYC hospitality portfolio. Listed alongside San Morello in the footer of the restaurant website.
- Shinola HotelcoreSan Morello is located within the Shinola Hotel complex at 1400 Woodward Ave, Detroit. The restaurant appears to be part of the hotel's food and beverage offerings, benefiting from hotel guests and the Shinola brand association.
- TripleseatcoreTripleseat is the private event booking and management software used by San Morello for private dining reservations. Event inquiries and bookings are processed through the Tripleseat platform.
- Table22coreTable22 is the platform powering San Morello's Pasta Club subscription service. The platform handles subscription management, product fulfillment, and delivery of pasta kits to subscribers.
- Culinary AgentsminorCulinary Agents is the job listing platform where San Morello posts employment opportunities, as referenced in the website footer linking to culinaryagents.com.
Scale indicators1 record
Recent moves5 records
Expansion highlights5 records
San Morello competitors and assessment
Company assessmentRegional players
- Ottava Pasta Detroit: Detroit-based Italian concept with a pasta focus. Comparable as a regional Italian operator in the same metro area, though more casual and pasta-specialized than San Morello.
Direct peers
- Evening Bar: Cocktail bar concept within the Shinola Hotel under NHG NYC sharing ownership with San Morello. Comparable as a hotel-embedded NHG hospitality concept targeting the same Detroit dining/public audience.
- Carbone: Iconic upscale Italian-American restaurant in NYC's Greenwich Village with premium price points and strong private-dining demand. Comparable in special-occasion positioning and high-ASP Italian menu design.
- The Dutch: Chef Andrew Carmellini's SoHo NYC restaurant. Comparable as a Carmellini-operated concept under the same culinary brand targeting similar upscale casual-dining audiences.
- Locanda Verde: Chef Andrew Carmellini's flagship Italian restaurant in Tribeca, NYC. Directly comparable as a Carmellini-operated full-service Italian concept sharing culinary team, brand, and target customer.
- Brakeman: Sister restaurant within the Shinola Hotel complex under the same NHG NYC hospitality portfolio. Comparable in location, ownership structure, and target audience as a hotel-embedded Detroit dining concept.
- RPM Italian: Upscale Italian restaurant group known for wood-fired steaks and premium pastas with substantial private-dining/event programs. Comparable in menu structure, premium pricing tier, and group/private-event focus.
- SheWolf Detroit: Detroit Italian restaurant focused on regional Italian cuisine and wood-fired cooking. Comparable as a Detroit-market full-service Italian competitor in the same category and price tier.
Market position
Strengths4 records
Weaknesses5 records
Competitive moat2 records
Key risks5 records
Key highlights5 records
Customer concentration
San Morello social profiles
Digital presenceSan Morello financial estimates
Financial estimateRevenue estimate
Valuation estimate
San Morello leadership team
Management profileNumber of profiles
Profiles4 records
San Morello funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
San Morello M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about San Morello
What does San Morello do?
San Morello is an urban Italian neighborhood restaurant offering wood-fired dishes, Neapolitan-style pizzas, and housemade Southern Italian pastas across multiple dayparts (breakfast, brunch, lunch, dinner, and piccolini small-bite service). In addition to the dine-in experience, the restaurant sells monthly pasta-kit subscriptions (Pasta Club), hosts private dining events for up to 40 guests, and provides gift cards.
Is San Morello a public or private company?
San Morello is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was San Morello founded?
San Morello was founded in -1. It employs 1 to 10 people.
Where is San Morello based?
San Morello is headquartered in Detroit, United States, in the North America region.
How does San Morello make money?
Six revenue lines are on record. Dine-in Food Service is the primary driver. The others are beverage Sales, pasta Club Subscription, private Dining Events, gift Cards and catering Services.
Who are San Morello's main competitors?
Ottava Pasta Detroit is listed as a regional player. Direct peers are Evening Bar, Carbone, The Dutch, Locanda Verde, Brakeman, RPM Italian and SheWolf Detroit.
Does San Morello have an API?
No public API is recorded for San Morello.
What industry is San Morello in?
San Morello's product category is Upscale Casual Italian Restaurant. Its primary akta.pro industry code is THAFACAD, Ethnic & Regional Cuisine Restaurants, with a secondary code of THAFACAK, Special Occasion & Destination Restaurants. Its NAICS code is 722511 and its SIC code is 5810.