That is why we were particularly pleased to read the feature Vanity Fair dedicated to PUOK: because it captures exactly what we have been trying to do for the past ten years.
Not simply a sandwich shop.
Not just a burger.
But a different way of looking at Neapolitan cuisine.
More than a burger
In its article, Vanity Fair describes PUOK as a project that starts with tradition to imagine something new. A cuisine that does not reject the past, but brings it into the present through the language of the sandwich.
It is a definition we deeply identify with.
Because, ultimately, our work has never simply been about putting ingredients between two slices of bread. Every sandwich begins with a memory, a traditional dish, a family story or a fragment of Neapolitan popular culture.
The “Marenna” of the future
For some time now, we have used an expression that sums up this vision: the marenna of the future.
It does not mean making something old modern.
It means taking a great dish from our culinary tradition and making it accessible, portable and contemporary, without losing its identity.
Genovese Astrospaziale. Braciola Supernova. Cacciatora Interstellare.
They are not simply sandwiches. They are a different way of experiencing Neapolitan cuisine.
With your hands. On the street.
Anywhere.
Tradition and Innovation Can Coexist
For many years, innovation was seen as something that meant moving away from tradition.
We have always believed the opposite.
Technology can support cooking, research can improve it, and techniques can evolve. But the starting point always remains the same: flavour.
Every recipe is created after months of testing in our laboratory, with one very simple goal: to make the first bite remind you of something you have already experienced, and the second take you somewhere completely new.
A Journey That Began in 2016
When we opened our first small location in Vomero in 2016, we certainly could not have imagined where this journey would take us.
Over the years came Spaccanapoli, the new OINK LAB in Sant'Antimo, hundreds of recipes, thousands of customers and, more recently, the recognition as Best burger store in Italy at the Bar Awards.
But perhaps the most rewarding part is seeing our way of interpreting food being understood and told by those who observe the world of gastronomy from the outside.
Thank You
Every article is a snapshot.
But the Vanity Fair feature feels like something more.
It tells the story of an idea that has become increasingly clear over the years: popular cuisine does not belong to the past.
It can continue to evolve. It can surprise. It can speak to new generations without losing its soul.
That is why we would like to thank the editorial team at Vanity Fair for telling the story of our project with such sensitivity and attention.
For us, it is another reason to keep doing what we have always done: telling the story of Naples, one burger at a time.
You can read the Vanity Fair article here.
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