Founded in 2005 by four visionary entrepreneurs, Fratelli Grup has grown from a stylish espresso bar into one of the most influential players in Romania’s HoReCa industry. With nearly 20 years of experience, Fratelli has continuously shaped the local nightlife and premium hospitality culture. Fratelli Grup has developed a diverse and dynamic portfolio of restaurants, clubs, and event venues across major Romanian cities including Bucharest, Constanța, Mamaia, Timișoara, and Iași.
The group operates multiple locations under several successful concepts, such as Fratelli, Biutiful, Uanderful, Fratellini, Casa Albă, Casa Fratelli and Carnivale Food Market — employing up to 500 people.
Daniel Caramihai, CEO Fratelli Grup – a short interview on innovation, AI and leadership
How is Fratelli currently using AI to enhance the guest experience?
DC: At Fratelli Grup, we see AI as a smart layer that supports what we do best, creating exceptional experiences. While the essence of our work is human interaction and attention to detail, we sometimes use AI in strategic areas like marketing, sales, and operational planning. It helps us stay agile, better understand guest expectations, and optimize our internal processes, so that everything runs smoothly, especially at large-scale events like Brand Minds.
For us, AI isn’t about replacing people, it’s about working smarter to elevate the guest experience.
Where do you draw the line between automation and the human touch?
DC: For us at Fratelli Grup, the human touch is not negotiable, it’s what defines hospitality. We use automation behind the scenes to improve efficiency, accuracy, and coordination, but the guest facing experience remains deeply personal. Whether it’s a warm greeting, a perfectly timed service, or a thoughtful detail on the plate, those moments can’t be automated and we don’t want them to be.
We see technology as a tool that frees up our people to focus more on what truly matters: meaningful human connections.
What’s one AI use case in HoReCa that you believe is underhyped, but game-changing?
DC: Predictive analytics for event planning and inventory management. It may not sound glamorous, but the ability to accurately forecast demand, guest behavior, or consumption patterns using AI can change how we prepare and scale our operations. It means less waste, better cost control, and a smoother guest experience, all of which are essential in high pressure environments like large events as we organize, especially with Fratelli Catering. It’s a behind the scenes game changer that allows us to shine. ☺
What is Fratelli’s most important organizational culture insight that the company learned about at BRAND MINDS?
DC: One key insight Fratelli gained from BRAND MINDS is the critical importance of agility within organizational culture. In today’s fast changing environment, being able to adapt quickly, not just in strategy, but in mindset and teamwork, is essential. This means fostering a culture where collaboration, continuous learning, and openness to new ideas are embedded in daily operations. At Fratelli, we’re inspired to keep evolving, ensuring our team stays flexible and aligned to deliver exceptional experiences no matter the challenge.
Name the most essential aspect of team leadership according to Fratelli.
DC: At Fratelli, the most essential aspect of team leadership is empathy. Understanding the individual strengths, challenges, and motivations of each team member creates a foundation of trust and open communication. This not only fosters collaboration, but also inspires people to perform at their best. Leadership isn’t just about directing, it’s about connecting and empowering the team to succeed together.
What are the top 3 changes that Fratelli applied following BRAND MINDS?
DC: Fratelli Grup has been proactively embracing agile decision making, enhanced team collaboration, and data driven planning for quite some time. Our partnership with BRAND MINDS helped us deepen our understanding and appreciation of these principles, reinforcing their vital role in our continued growth. This renewed focus motivates us to refine and elevate these practices even further, so we can consistently deliver exceptional services.
What is the latest news about Fratelli our readers should learn?
DC: This year, Fratelli Grup has expanded its portfolio with two remarkable openings that capture our commitment to premium hospitality and timeless experiences.
First, Casa Albă Restaurant, a 1930s villa envisioned by architect Octav Doicescu, nestled in the heart of Băneasa Forest. Over the years, the threshold of Casa Albă Băneasa has been crossed by great writers, renowned artists, and distinguished individuals who have cherished a tranquil life. Today, its tables continue their story in an atmosphere that recalls the grand conversations of yesteryear. Casa Albă Băneasa is not merely a restaurant, it is a timeless journey, an experience that transports you through eras, in a setting where history is not confined to forgotten memories, but is lived at every table, in every conversation, in every detail. More at: www.restaurantcasaalba.ro
Then, a new restaurant, Casa Fratelli, our latest project in the city center. We are running tirelessly to finish it and launching soon in the end of this year, a very special year for Fratelli Grup which celebrates a remarkable milestone, 20 years since its founding. Two decades of passion, dedication, and growth that have turned a simple idea into a renowned brand, shaping not just the nightlife of Bucharest, but the entire hospitality scene of Romania.
