A route along Rua Ferreira de Araújo, in Pinheiros, in SP, which is experiencing a boom in restaurants and bars

You don’t have to be very attentive to notice that the Rua Ferreira de Araujo, in the western region of São Paulo, there is a boom in gastronomy. Via de Pinheiros, just over 1 kilometer long, today has more than three dozen houses.

The high flow of diners eager for a good gastronomy even forced the city hall to intervene: the road that used to be a two-way street, just under a year ago, became a one-way street. Everything to facilitate the transit of the area that only grows every day.

Old successes live side by side, like the NO , one of the first restaurants to arrive there, and news in that area. Among them are the third unit of Tartuferia San Paolo and the branch of old cow bar both opened in November.

In the first days of December, the street even got a trattoria with the seal of the Due Cuochi group. Deal of Ida Maria Frank and your daughter Virginia Jancsó a Due Cuochi Trattoria occupies the place of an old semi-detached house that was demolished to give life to the restaurant, whose backyard with jackfruit and pitangueira trees has been preserved.

The menu of dishes is leaner compared to the main house, but with a more reinforced selection of appetizers and starters. “It’s a proposal that has everything to do with Pinheiros, which is a younger and cooler neighborhood. And Rua Ferreira de Araújo is super charming!”, says Virginia.

Tartuferia San Paolo is another that comes to reinforce the team of street Italians – which already housed houses like Modern Mamma Osteria 🇧🇷 Più, La Nonna di Lucca and Nelita from the chef Tássia Magalhães 🇧🇷

Specializing in fresh truffles imported from the European country, the chain has its headquarters in Jardins and a second store in Morumbi Shopping. And, if today it serves 12 thousand people per month, with the opening of the new point in Pinheiros – a property of 350 square meters and 90 seats -, it expects to reach 20 thousand.

Vaca Véia, a successful bar in Itaim Bibi with its grilled meats and bottled beer, is set up in a corner that for decades belonged to a bakery, Classic, and shares the property with two other novelties: the Madureira Juices it’s the SóShots & Gin Club both also headquartered in Itaim.

It is also part of the group of novelties opened this year, and which are already successful over there, the Shuk Falafel & Kebabs focused on Middle Eastern street foods, and the Mercato Boleta with chilled and frozen dishes of its own production and a selection of wines, cheeses, sweets and gifts.

In 2021, the street won the Canto do Picuí where the boss Wanderson Medeiros presents his recipes with sun-dried meat that already shone in his restaurant in Maceió, and the go to me a representative of Spanish cuisine that shines with tapas, small-portion foods typical of that country – as the partner often says Marcelo Muniz a place to go at any time of the day, order just a glass of wine or have a more complete meal.

Two stores dedicated to wine were also opened that year: the Sampa wine specialized in national labels, and the Primitive São Paulo which functions as a bar and emporium, and serves a select audience, natural wines in a modern environment.

BILLING EXPANDED BY 90%

It was in Ferreira de Araújo that Paulo Barros and Salvatore Loi consolidated the success of Modern Mamma Osteria (or Moma, as the regulars like to call the house), which made its debut in 2016, at Itaim Bibi.

“With the opening of the Pinheiros unit, last year, we increased the brand’s revenue by 90%”, celebrates Barros. He says he chose Ferreira de Araújo because it is a “great street with good properties”.

While some open, others expand. Upon completing a decade of operation at number 376, the headquarters of confectionery lady , which has been there since 2011 and today has five other units in the city, gained more space and also a store with jams, coffees, olive oils, ice cream and gifts. At the address, it still started to serve brunch and afternoon tea 🇧🇷

Nothing that cools down the constant queues that have formed in front of the store for years, especially on weekends, even with other great pastry shops and coffee shops in the neighborhood, such as Cora Patisserie, Le Bon Gateau and king duck 🇧🇷

But if today Ferreira de Araújo is one of the busiest gastronomic points in Pinheiros and which has every centimeter disputed not only by investors but also by the public, the scenario was very different when Paulo Souza arrived in the area fourteen years ago. “When we found the property where the NO the region was somewhat depreciated, close to the potato square and full of restaurants by the kilo.

The only ones who were in that piece were the Pirajá a Braz it’s the japanese do ”, he recalls, partner of the restaurant alongside the chef Amílcar Azevedo 🇧🇷 “Everyone thought I was crazy.”

“When we created the concept of Me Vá, as a tapas bar, Pinheiros was our first idea for the neighborhood’s identity: bohemian and gastronomic; in addition to a high flow of people. When we looked at the property on Rua Ferreira de Araújo, with lots of trees and good for walking, we had no doubt that the location was chosen”, he adds. Andre Silva partner of the restaurant.

A gastronomic itinerary along Rua Ferreiro de Araújo:

Number 271 – Old cow , with the motto “To life very well lived”, the house guarantees that it is the bar that serves the coldest beer in the city. At lunchtime, there are great PFs and it’s crowded for happy hours accompanied by good snacks

Number 285 – Me Go Tapas Bar the right place to sit down without rushing, order the entire menu and share the tasty tapas prepared by chef Gustavo Prado accompanied by good drinks

Number 302 – Tartuferia San Paolo , pioneer house in bringing the 9 types of fresh truffles of all seasons from Italy. Presents contemporary Italian cuisine always with a touch, of course, of truffle

Number 305 – Le Bon Gateau ahead of the business is Julia Junqueira , trained in Pâtisserie by the prestigious École Lenôtre. Perfect stop to taste sweets, buy whole desserts to take home or delicious and beautiful gastronomic gifts

Number 314 – Whoop offers modern and authorial reinterpretations of classic Italian recipes, created by the chef and partner of the house, Marcelo Laskani 🇧🇷 The restaurant has two pleasant verandas, one at the front and one at the back, which are open on hot days.

Number 320 – Philosophical Bakery , offers a menu designed to serve four different moments, breakfast, lunch, afternoon snack and dinner. It has good natural fermentation dough breads

Number 322 – Gael – Mixed Kitchen , known for its charming atmosphere and menu inspired by the gastronomy of different nationalities. Ideal for relaxed get-togethers with snacks

Number 323 – wafu modern Japanese restaurant with lots of unusual hot dishes and great drinks

Number 329 – Canto do Picuí the chef’s first restaurant outside Alagoas Wanderson Medeiros which has one of the most popular buffets in trendy Milagres and a restaurant of the same name in Maceió

Number 330 – Nelita chef’s signature Italian cuisine Tássia Magalhães which debuted on the select list of The World’s 50 Best Restaurants Latin America occupying the 39th place.

Number 342 – Modern Mamma Osteria, commanded by chefs Salvatore Loi and Paulo Barros the Moma restaurant is a stronghold of good uncomplicated and well-executed pasta

Number 353 – king duck , is a Japanese cafe that serves delicious food for every moment of the day. From breakfast to brunch, lunch and dinner. Besides, of course, offering coffee with selected beans.

Number 361 – Sampa wine , according to the partners, the mission of the house is to popularize Brazilian wine, acting as a bridge between producer and final consumer. Demystify the act of drinking wine and encourage best practices in the market.

Number 365 – Cora Pâtisserie with a pleasant terrace, Cora deserves a visit for a coffee accompanied by its impeccable sweets, such as the individual tartlets and its bonbons, such as the strawberry with white brigadeiro

Number 376 – confectionery lady prepared based on French pâtisserie techniques combined with the use of Brazilian ingredients and recipes, offer a menu with more than 20 options, including tartlets, éclairs, pavés, cakes, and the star of the house, Mil Folhas

Number 385 – Shuk Falafel & Kebabs relaxed atmosphere, menu with many options for vegetarians and carnivores, attractive prices and exquisite execution in the house that offers street food from the Middle East

Number 418 – Gastronomy Ticket offers an extensive line of chilled and frozen products, in addition to several gastronomic novelties with excellent curation, such as wines, cheeses, salami, biscuits, among others to take home or as a gift

Number 419 – NO one of the pioneers on the trendy street, has cuisine that appeals to everyone: pasta, grills, salads and its flagship: the famous milanesa sequinho

Number 435 – Primitivo Wines , small family shop selling natural wines, cheeses, cured meats, breads and oils. It is possible to buy the products to take home or you can also consume them on the spot.

Number 445 – La Nonna di Lucca an address famous for Spaghetti al Formaggio, where the pasta is finished inside a large piece of cheese and receives flambéing, melting the cheese through the distilled beverage, using the piece of parmesan as a pan, which is the base of the sauce, and which it can also be added with options such as white sauce with lemon, pomodoro sauce, truffle oil, among others

Number 470 – Due Cuochi Trattoria with a more relaxed atmosphere than the other three places of the same name, Due Cuochi de Pinheiros has more items to share on the menu, but keeps the most famous dishes from the other units

Number 732 – Phylum the restaurant brings new dishes with Arabic, Greek and Turkish references, in addition to several options to share