2025, marked the 20th anniversary of Monaco’s legendary restaurant the Beefbar. The gastronomical “meat experience” concept was envisioned and brought to the highest international heights, by Riccardo Giraudi.
Monaco is home to many restaurants offering culinary excellence, however, few are as internationally renowned as the iconic Beefbar.
The concept was envisioned by Riccardo Giraudi, a visionary creator behind some of the most celebrated restaurant experiences in the world. A goodwill ambassador of Monaco, he has never stopped developing innovative dining concepts, continually redefining the gastronomic landscape with new, immersive, and forward-thinking experiences in the fast-evolving hospitality sector.
Today, Riccardo is considered as an art director of the restaurant industry. He believes that food is the new fashion, seamlessly blending cuisine with lifestyle and experiential moments. Like a conductor, he surrounds himself with the finest chefs, architects, and hospitality professionals to design unique, tailor-made concepts, whether for his own group’s expansion or for prestigious partners around the globe.
Over the past two decades, under Riccardo’s visionary leadership, Beefbar has grown into 25 countries worldwide. The brand now extends beyond land, with curated Beefbar experiences at sea on luxury ocean cruisers and even in the air through an exclusive private jet concept, a bold testament to Monaco’s excellence and global influence.
The Beefboy
Born in Genoa, Italy, Riccardo Giraudi grew up in the Principality of Monaco. His family ties and heritage within the food industry, the family-owned Giraudi Group, which is one of the European leaders in meat import/export, was established by his father Erminio Giraudi in the 1970s.
“My parents were already residents in Monaco before I was born. So it really feels as if I’m from here. I have never really lived anywhere else,” - says Riccardo.
Riccardo spent his childhood in Monaco before studying at the European Business School of London where he obtained a Bachelor in Business Administration.
“I came back in 1999 to the Principality. I have learned a lot during that experience which enriched me immensely.
I am very grateful that I had the opportunity to leave the Principality because it opened my eyes in many ways, especially concerning business.”
Returning to the Principality, Riccardo extended the family business with new opportunities, such as hospitality and exclusive meat.
What motivated you to evolve the family business and add hospitality to it?
“My father was a meat trader and still is; by the way, he comes to the office every day. But we also ventured out in the import of high-quality beef in early 2000, which made the company become one of the leading high-quality luxury beef import groups of our sector.
The hospitality was born by chance because I needed a place to showcase all our high-end beef and at the time in Monaco, there were only Michelin-starred or Italian family-owned restaurants.
I thought there was a gap in the market for something more trendy and modern, something more like what I had seen in London.
During my studies in London, I had also opened the only PR company for restaurants so when I came back I had a huge amount of knowledge. However, I had only a little experience of the restaurant industry so it was really a big bet.”
Riccardo’s brands extend from modern luxury concepts to what we like to call Millenial cantines for the young and hip. His family ties with the food industry, coupled with his decade-long experience in the hospitality field, make his group a unique industry player.
What motivated you to open your first restaurant 20 years ago?
“Well, one of my friends had a restaurant at the port. He was mainly serving fish and he asked me if I wanted to buy the restaurant next door to him.
He knew that I had some meat background and I said “why don’t we do a meat restaurant?”. And that is how Beefbar was born.”
20th Anniversary in Monaco
In November 2025, Beefbar celebrated its 20th anniversary, a milestone honouring two decades of culinary innovation and global expansion.
On this occasion, Riccardo gathered together his premium partners and most loyal guests. To honour the 20 guests who have been with them since day one, Beefbar hosted a private dinner featuring their best-selling dishes. It’s his way of expressing gratitude to those who have supported him over the years, as well as to the team who have been part of this journey.
What’s your secret “sauce” to success?
“The success of Beefbar is mainly because we try to get out of what the standard codes of a steakhouse are, and move it into more of an experimental hospitality concept with a lot of signature additions that you wouldn’t find anywhere else. So that works a lot and that is why we have such a high demand for opening in so many places all over the world.”
How has the concept of Beefbar evolved since 2005?
“Never was it supposed to be a global phenomenon. When I launched Beefbar in 2005, it was simply a place for my import-export clients to taste my curated beef.
Over time, it evolved into a reflection of a modern, cosmopolitan lifestyle, breaking traditional steakhouse codes and treating beef as an ingredient rather than just a dish. Back then, it was all about steak and purée.
Beefbar became approachable yet refined, where luxury felt natural, not formal. We added global flavors, street food influences, and playful ways of dining.
Today, true luxury is about comfort, authenticity, and experience. Beefbar embodies that spirit. It’s sophisticated but effortless, like a Prada sneaker.”
Looking back, which turning point stands out for you in the two decades of Beefbar Monaco?
“Probably when we opened in the United States. That moment proved that the concept could resonate across cultures without losing its identity, even in a country that certainly doesn’t need lessons about steak. It showed me that Beefbar wasn’t just a Monaco success story, but a global language, a way of experiencing food, design, and atmosphere that connects with people everywhere.”
How did the Monaco location set the tone for the Beefbar brand internationally?
“Monaco was our laboratory, where we tested everything, from design, to service, cuts, sauces, and atmosphere. The international and demanding clientele made it the perfect testing ground. If it works in Monaco, it can work anywhere. The city also let us build strong local roots. With over ten restaurants here, including several with a street food influence, we can mix and match ideas, flavors, and experiences while always keeping the Beefbar spirit at the heart of everything we do.”
What core values or signature elements have remained constant over the past 20 years?
“What’s never changed is our obsession with detail and our way of working as a team. The devil is always in the details. From the quality of the product to the marble on the tables, the lighting, the scent, even the playlist, everything contributes to the emotion we want to create.
Beefbar has always been about more than food. It’s about the experience, a place you want to be in, not just eat in. That energy, that feeling, is what defines us. And of course, we never compromise on the quality of the meat. That’s the foundation of everything we do and the heart of my business.”
Over the past 20 years, how have changes in Monaco’s tourism, business, and social scene affected Beefbar Monaco?
“Monaco has become younger, more international, and more dynamic. At the same time, “countryside” tourism has grown. Thank you, TikTok trends! Today, people seek experiences, not just fine dining. We’ve adapted with music, cocktails, and more casual dining options, while staying true to our DNA. Lunch formulas for smaller budgets also make Beefbar accessible without compromising quality or the overall experience.”
What legacy do you hope Beefbar Monaco leaves as it celebrates 20 years in the Principality?
“I hope that Beefbar Monaco is remembered for changing the way people see steakhouses and even Monaco itself, showing that it’s not just a post box. Also, if Beefbar Monaco is known as a place that brings people together to celebrate life over exceptional food, then we’ve done our job.”
Culinary Magic
How would you describe the culinary scene of the Principality?
“Oh my God, it has grown immensely in the past decade. My group was the first one between the SBM and the private-owned family businesses to actually set a foot in the Principality, and since then we’ve had a lot of new competitors which is very good for me. It puts Monaco on the gastronomic map of the whole world. If you can succeed here you can succeed anywhere.”
Beefbar Monaco has been described as a destination for “meat lovers” on the Côte d’Azur. How do you maintain that identity while also embracing broad appeal?
“We stay true to our roots by focusing on the product, sourcing the best beef from Japan, Australia, and the U.S. At the same time, we keep it accessible. Lunch starts at €29, and our street food options let guests enjoy top-quality dishes in a casual way, even Kobe beef for under €40.
Our sharing-style service makes dining fun and social, and while meat is always central, we’ve added lighter “leaf and reef” dishes that still have that classic Beefbar indulgence.”
What is your favourite dish at Beefbar?
“It depends on my mood, but if I had to choose, it would probably be the Kobe prosciutto with panettone. I’ve had it thousands of times, and yet I never get tired of it.”
How do you balance luxury such as premium cuts and designer décor with accessibility and fun like street food influence, sharing plates?
“That contrast is exactly what defines Beefbar. We serve Kobe beef next to crispy tacos or mini gyros. That mix of refinement and comfort is our DNA. It reflects how people want to live and eat today: luxurious but relaxed, social, and a little cheeky. For me, true luxury isn’t about formality anymore. It’s about quality, atmosphere, and the freedom to enjoy extraordinary products in a fun, effortless way. That balance is what keeps Beefbar authentic and alive.”
Over 20 years, which menu item do you feel has become “iconic” to Beefbar Monaco and why?
“Definitely our mini burgers and the marble bar dessert. They perfectly capture what Beefbar is all about. Pure « pornfood » as I like to say. And of course, our Wagyu beef reserve selection remains a timeless classic. It represents the foundation of Beefbar.”
How does your menu or experience respond to changes in dining trends — sustainability, wellness, experience — without compromising the core Beefbar identity?
“We take sustainability seriously, but with honesty. We source meat, that’s our business, so we focus on doing it responsibly, not for marketing.
We manage waste carefully, work with local producers, and continuously improve behind the scenes. Wellness for us means transparency and balance. That’s why we’ve added lighter sides, smaller portions, and more meatless options, without losing the indulgence and pleasure that define Beefbar.
It’s about evolving with our guests while staying true to who we are.”
Riccardo’s family business, the Giraudi Group is the leader in the import of hormone-free American Black Angus beef in Europe.
In 2005, Riccardo introduced a new offer by integrating Australian beef, and by 2014, he became the first official importer of certified Japanese Kobe beef in Europe, and also launched the Jamon de Buey de Kobe, a Japanese Kobe beef ham.
Why are these products so special?
“Again my creativity inspired me to create these amazing products – the prosciutto de Kobe and the Jamon de Kobe – which today are the ultimate luxury cold cuts because we use the most exceptional ingredients that we fly fresh from Japan, the famous Kobe beef, and then send it to Italy and Spain to dry it.
It is not only delicious, but it is also rare because we are allowed to have only 24 of these cold cuts, made per month for the entire world.
The funny story is that the Japanese heard about it and we got the authorisation to actually ship it back to Japan for them to use it as well. Usually, according to the normal process, this would never happen.”
How has sourcing of beef changed or improved in the past decades?
“Sourcing has changed dramatically. Twenty years ago, in Europe, it was just about the breed and an entrecôte. No one discussed origin, marbling, or texture. Over time, we built strong relationships with top producers in Japan, Australia, and the U.S., and educated clients on sashi and secondary cuts.
Today, we use the whole animal more creatively, focusing on quality, traceability, and variety. It’s a more conscious and refined way of celebrating exceptional beef, which has always been at the heart of what we do.”
Monaco vs the World
What makes the Monaco restaurant market unique compared with other luxury destinations (Paris, London, Dubai)?
“Monaco is small but incredibly international. You serve guests from all over the world, and everyone knows great food.
Expectations are extremely high, but there is also a deep sense of loyalty. If you get it right here, you build relationships and a reputation that can last for decades.”
As Flagship, how important is innovation at the Monaco location versus respecting tradition and heritage?
“It’s all about balance. Innovation keeps us alive. Tradition keeps us grounded.
We never forget where we started, but we are always looking forward, exploring new ideas, flavours, and experiences while staying true to our roots.”
With global expansion of Beefbar, how do you ensure that the Monaco flagship remains relevant and special?
“By constantly evolving. Monaco is our home, and it sets the tone for everything we do. We learn from chefs around the world and from feedback from our global guests.
Every design update, every menu innovation begins here. The flagship must always feel ahead of the curve, not a museum of what Beefbar was, but a window into what it will become.”
Innovation and Future
Can you share a pivotal moment or decision in the past 20 years that significantly accelerated growth or repositioning?
“The decision to open outside Europe was a turning point. It forced us to think globally and refine our identity, so it could be understood from Hong Kong to Mykonos. That was when Beefbar truly became a brand, not just a restaurant.”
How much of innovation (new dishes, flavors, formats) takes place in Monaco versus being implemented across the global brand?
“Monaco is always the starting point, where we test and refine new ideas. Twice a year, we create “collections” of dishes, and our international locations choose their favourites.
At the same time, each Beefbar adapts to its city. The DNA stays the same, but the accent changes to reflect local tastes, allowing us to innovate while remaining true to the brand everywhere.”
What advice would you give to anyone aiming to launch a luxury hospitality concept in Monaco today?
“Understand your audience, but don’t simply chase trends. Create something with soul and emotion.
In Monaco, authenticity matters more than extravagance. And remember, about half of your guests work here but don’t live here, so your concept needs to resonate with both residents and the international crowd passing through.”
Looking ahead, what is your vision for Beefbar Monaco in the next 5–10 years?
“We plan to refresh the design and expand the space, adding a proper bar and introducing a new, inspiring way to enjoy beef.
Surprises are coming!
Beefbar Monaco will always be our creative playground, the place where we test ideas that will shape the next 20 years of the brand.”
EXCLUSIVE:
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