Sibling entrepreneurs open new Edinburgh sandwich shop to offer more affordable portions
Third venture for the pair of young Edinburgh entrepreneur siblings behind the Toscano brand
An independent Edinburgh food business has launched a new shop offering smaller, more affordable portions in response to customer concerns over rising food costs.
Sibling entrepreneurs Yaya Pia, 20, and Valentino Pia, 18, opened Toscanino at the former Rudi's Sandwich Shop site on Forrest Road on Tuesday September 1.
The venture is a spin-off of their already successful Toscano brand, introducing a "grab-and-go" format that serves ready-made half portions of their traditional Tuscan schiacciata sandwiches priced between £5 and £6.
Customers can choose one half for a smaller meal or lower-cost option or combine two halves. The sandwiches use similar ingredients and standards as those served at Toscano's existing outlets in Bruntsfield and Blair Street.
The new format also responds to changing customer needs, particularly around food costs and portion size. Food Standards Scotland's Consumer Tracker found that 90 per cent of 16–34-year-olds were concerned about food prices, while 87 per cent were concerned about food poverty and food inequality.*
For Toscano's co-founders Yaya and Valentino, the launch represents an evolution of the business rather than simply another location.
Yaya Pia said: “We've always been proud of the size and generosity of the Schiacciatas we serve at Toscano, but we also know that people don't always want or need a full sandwich.
“Sometimes you want something smaller, sometimes you're watching what you're spending, and sometimes you just want to try two different fillings. Toscanino gives people that choice rather than asking everyone to buy the same size.
“We're particularly conscious that students have a lot of competing costs, but this isn't just a student offer. It's about giving anyone who comes in more flexibility over what they spend and how much they eat.”
The opening follows a period of continued growth for the family-run business, which began with its original Bruntsfield shop before expanding to a second site on Blair Street in Edinburgh's Old Town.
Valentino says the new venture reflects a deliberate decision to adapt the way customers can access the Toscano offering without compromising on the food itself.
He said: “We wanted to look at the business from the customer's point of view and ask what could make it even easier to choose Toscano.
“We believe in the food we serve. It's not about changing the ingredients or lowering the standard. It's about changing the format. A smaller portion at a lower price means people can spend less if that's what they want, while someone hungrier can still have two halves.
“We've been planning this for a while, and seeing Toscanino open and welcoming customers through the door has been really exciting. It feels like we've been able to put that idea into practice.”
Toscanino takes its name and inspiration from Tuscany, where Schiacciata is a staple. The crisp, flattened bread, similar to focaccia and filled with Italian meats, cheeses and spreads, has become the signature of the growing Edinburgh business.