Serrano (restaurant)

Serrano
	A burrito at a Serrano restaurant in central Stockholm, Sweden (2012)
Company type	Private
Industry	Restaurant
Genre	Fast casual
Founded	2002; 22 years ago in Reykjavík, Iceland
Founders	Emil Helgi Lárusson; Einar Örn Einarsson;
Headquarters	Reykjavík, Iceland
Number of locations	10 (2012)
Area served	Iceland, Sweden
Products	Nordic Mexican American cuisine
Subsidiaries	Zocolo (in Sweden)
Website	www.serrano.is

Serrano is a chain of Tex-Mex restaurants in Iceland and Stockholm, Sweden, owned by Emil Helgi Lárusson and Einar Örn Einarsson from Iceland. By 2012, the chain had six restaurants in Iceland and four in Sweden, all of which are in the Stockholm area.^[1] Serrano's menu consists of burritos, quesadillas, nachos and salads.

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The chain was started by Lárusson and Einarsson in Reykjavík in 2002.^[2] The first location in Sweden was opened in 2009.^[3]

Serrano was voted best fast food restaurant in Sweden by Arla Foods in 2011^[4] and the tastiest restaurant of the year in the 2010 Swedish restaurant gala.^[5]

In April 2013, all six restaurants in Sweden were renamed Zocalo.^[6]^[7]

Einarsson sold all of the shares in the Icelandic restaurants to his partner and co-founder Lárusson in June 2014 while remaining as co-owner of the Swedish Zocalo restaurants with Lárusson.^[8]

[1]
Valdórsson, Gísli Freyr (2012-07-07). "Tveir nýir Serrano staðir á þessu ári: Viðtal við stofnendur Serrano sem verður tíu ára í haust. Reka í dag tíu staði á Íslandi og í Svíþjóð" [Two new Serrano area this year: Interview with the founders Serrano who will be ten years this fall. Operate today ten locations in Iceland and in Sweden.]. Viðskiptablaðið (in Icelandic). Archived from the original on 2016-04-13. Retrieved 2016-03-30.
[2]
Arnarsdóttir, Eygló Svala (2013-10-11). "No Sombreros at Serrano". Iceland Review. Archived from the original on 2016-04-07. Retrieved 2016-03-28.
[3]
Appelbaum, Robert. "Sweden Goes Mexican, Kind Of..." Robert Appelbaum's Blog. Archived from the original on 2016-04-11. Retrieved 2016-03-28.
[4]
"Serrano vinnare av Arla Guldko 2011 Bästa Snabbmål" [Serrano winner of the Arla Golden Cow 2011 Best Fast Food]. Arla Foods (Press release) (in Swedish). 2011-07-04.
[5]
Sveriges bästa korade på Restauranggalan 2010 Archived 2021-09-08 at the Wayback Machine, Nordiske Medier 2 November 2010 (in Swedish). Accessed on 8 September 2021.
[6]
Åberg, Roger (2013-03-20). "I april öppnar Zocalo: Mexiko och Kalifornien möter varandra" [In April, the Zocalo: Mexico and California meet each other]. Tjock (in Swedish). Archived from the original on 2016-09-21. Retrieved 2016-04-01.
[7]
"Serrano verður Zocalo í Svíþjóð: Svíar töldu fyrirtækið bjóða upp tapas-rétti og því var skipt um nafn" [Serrano will be Zocalo in Sweden: Swedish investor has joined the Serrano in Sweden. Swedes believed the company offering tapas dishes and it was a different name.]. Viðskiptablaðið (in Icelandic). 2013-03-26. Archived from the original on 2016-04-18. Retrieved 2016-04-06.
[8]
"Emil kaupir Serrano: Einar Örn Einarsson hefur selt hlut sinn í Serranó til meðstofnanda fyrirtækisins" [Emil buy Serrano: Einar Örn Einarsson has sold its stake in Serrano to meðstofnanda company. They are still together in restaurants in Sweden.]. Viðskiptablaðið (in Icelandic). 2014-06-11. Archived from the original on 2016-04-19. Retrieved 2016-04-06.

64.138783°N 21.937851°W / 64.138783; -21.937851

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[1] [1]
Valdórsson, Gísli Freyr (2012-07-07). "Tveir nýir Serrano staðir á þessu ári: Viðtal við stofnendur Serrano sem verður tíu ára í haust. Reka í dag tíu staði á Íslandi og í Svíþjóð" [Two new Serrano area this year: Interview with the founders Serrano who will be ten years this fall. Operate today ten locations in Iceland and in Sweden.]. Viðskiptablaðið (in Icelandic). Archived from the original on 2016-04-13. Retrieved 2016-03-30.

[ir-2013nov11-2] [2]
Arnarsdóttir, Eygló Svala (2013-10-11). "No Sombreros at Serrano". Iceland Review. Archived from the original on 2016-04-07. Retrieved 2016-03-28.

[3] [3]
Appelbaum, Robert. "Sweden Goes Mexican, Kind Of..." Robert Appelbaum's Blog. Archived from the original on 2016-04-11. Retrieved 2016-03-28.

[4] [4]
"Serrano vinnare av Arla Guldko 2011 Bästa Snabbmål" [Serrano winner of the Arla Golden Cow 2011 Best Fast Food]. Arla Foods (Press release) (in Swedish). 2011-07-04.

[5] [5]
Sveriges bästa korade på Restauranggalan 2010 Archived 2021-09-08 at the Wayback Machine, Nordiske Medier 2 November 2010 (in Swedish). Accessed on 8 September 2021.

[6] [6]
Åberg, Roger (2013-03-20). "I april öppnar Zocalo: Mexiko och Kalifornien möter varandra" [In April, the Zocalo: Mexico and California meet each other]. Tjock (in Swedish). Archived from the original on 2016-09-21. Retrieved 2016-04-01.

[7] [7]
"Serrano verður Zocalo í Svíþjóð: Svíar töldu fyrirtækið bjóða upp tapas-rétti og því var skipt um nafn" [Serrano will be Zocalo in Sweden: Swedish investor has joined the Serrano in Sweden. Swedes believed the company offering tapas dishes and it was a different name.]. Viðskiptablaðið (in Icelandic). 2013-03-26. Archived from the original on 2016-04-18. Retrieved 2016-04-06.

[8] [8]
"Emil kaupir Serrano: Einar Örn Einarsson hefur selt hlut sinn í Serranó til meðstofnanda fyrirtækisins" [Emil buy Serrano: Einar Örn Einarsson has sold its stake in Serrano to meðstofnanda company. They are still together in restaurants in Sweden.]. Viðskiptablaðið (in Icelandic). 2014-06-11. Archived from the original on 2016-04-19. Retrieved 2016-04-06.

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Serrano (restaurant)

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