There is a new revolution sweeping through the streets of Milan, and this time it does not take the form of a catwalk or a futuristic skyscraper, but the unmistakable aroma of a margherita pizza fresh out of the oven. Gino Sorbillo — a name that for many means endless queues in Via San Radegonda — has decided to change the rules of the game.
Goodbye to endless waits and restaurant rituals: with the opening of POP (People of Pizza), signature pizza officially meets the speed of a digital totem. In a city that never allows itself the luxury of slowing down, Sorbillo has invented a sort of “non-place” of tradition, where quality blends with fast food times, and at a price that, in the heart of Milan, sounds almost like a small provocation.
The Totem revolution: ordering has never been so fast
Photo: instagram / @popbysorbillo
The real heart of POP is technology. Here, the waiter who takes orders remains offstage: everything goes through the latest generation of digital totems. With just a few taps, payment is immediate and the order is transmitted in real time to the kitchen.
The result is a signature pizza ready in just a few minutes, served with a speed that rivals that of the big burger brands. It is Sorbillo’s response to the relentless pace of Milan: the same quality as always, simply adapted to the speed of the metropolis.
The “Pop” menu: Sorbillo quality for €9.90
Photo: instagram / @sorbillo
In an area where lunch breaks often risk turning into a costly expense, Sorbillo’s real breakthrough lies in its price list. The POP formula was created to be truly democratic: for €9.90, you can enjoy a complete menu, which includes a pizza of your choice—from Margherita to Marinara—a soft drink, and coffee.
No cover charge, no waiting at the table. Yet, behind the fast pace of the format, the quality remains intact: the dough is made from organic flour and the toppings are the same ones that have made the Sorbillo name famous around the world. At Via Cappellari 3, POP proves that excellence can — and perhaps should — be accessible, even in the busiest heart of Milan.
The Sorbillo empire in Milan
While POP represents the most technological and fast-paced side of the brand, Sorbillo’s signature is now scattered throughout the city, in different formats designed for every desire and moment of the day:
- Lievito Madre al Duomo (Via San Radegonda): The Milanese “mother house,” the one with the endless queues.
- Gino Sorbillo Olio a Crudo (Via Pietro Verri): The gourmet format focused on extra virgin olive oils.
- Zia Esterina Sorbillo (Via Agnello and Via Torino): The kingdom of fried pizza.
- Locanda Pizza e Cucina (Via Monte Pasubio): Pizza and typical dishes (Isola area).
- Sorbillo ai Corrieri (Via Pasquale Paoli): Another location for classic pizza in the Navigli area.
- Gourmet (Via Ugo Foscolo): Just a stone’s throw from the Duomo, in a very prestigious location.
- Prendi e Vai (Via San Radegonda): Often overlooked, this is Sorbillo’s most casual format, a high-quality takeaway next to the historic location for those who just want a quick slice or wallet without sitting down.
Where:Via Cappellari 3