Recently, Autogrill was named as one of the top 130 most innovative businesses in Italy by Statista for Il Corriere della Sera. The roadside restaurant chain, originally inspired by American truck stops and greasy spoon diners, has come a long way from its roots. These days, Autogrills aren’t just for quick stops, but rather create a bridge between local excellence and travelers, exporting the concept of Italian conviviality worldwide.
Sometimes that bridge is literal. Many Autogrills span across the autostrada you exit in order to visit them. These accessible pedestrian walkways even allow diners to enjoy their snacks or gourmet meals while traffic whizzes by below them.
Some Autogrills are more about style, reminiscent of their American counterparts on Route 66. In the first season of “Tucci in Italy,” the “Devil Wears Prada” actor stopped by Villoresi Ovest, one of the most iconic Autogrill locations in the country. This one doesn’t straddle the strada, but rises up like a weird UFO about to launch from the Italian countryside.
Constructing the future
Shortly after World War II, industrialist Mario Pavesi built the very first food court along the highway to sell and popularize his Pavesini cookies. But a few years later, after a trip to the United States, he commissioned an architect to expand the small location into a true roadside restaurant.
In 1954, Fiat, Eni, Italcementi and Pirelli submitted a project to the Italian government to build what would become the Milan-Naples highway. Pavesi started buying up property to build more locations, while two competitors developed auto-grills of their own. In the ‘70s, the gas crisis prompted the three to join forces under government control, and Autogrill S.p.A. was launched.
The new company combined the best parts of each competitor, creating, or curating, not just snacks and refreshments, but full-scale restaurants, featuring various wine enotecas, with shopping meccas, each location showcasing local products and unique architectural designs. There may not be an Autogrill yet that can display a Michelin star, but the quality of the authentic Italian food is commensurate with such an honor.
Che figata
Today, Autogrills employ nearly 10,000 Italians at more than 400 locations. More than 120 million coffees are sold each year, with espresso ordered most often. Tiramisu and limoncello are favorites for international visitors. Autogrill plates up more than 20 million sandwiches annually, 10% of which make the “Bufalino” the top seller.
“It’s a tradition for my husband and I to stop and get a macchiato and a pistachio croissant,” shares Lauren Maher. “If we are driving for a stretch, we always stop at an Autogrill just for fun. Each one is a little bit different, and I’m always curious to see what they have for sale. It’s also a place that has saved us when we’ve arrived hungry, weary, jetlagged and just need a moment to pause and regroup. Somehow it feels like coming home after a long journey, and it makes me excited for my Italian travels to begin.”
“A good trick I noticed is to look for where the Carabinieri or local police are eating. Locals are not going to eat at a bad roadside restaurant,” points out security expert Chris Ciabarra. “Also, look at the pizza. If it looks fresh, it is usually a good sign.”
“In Italy, a road trip is never only about getting from A to B. It is already part of the holiday; part of the anticipation, the family ritual and, in many ways, the memory of summer itself,” adds Italy CEO Massimiliano Santoro at Avolta, Autogrill’s parent company. “For generations, stopping at Autogrill has been part of this experience: the espresso standing at the counter, the conversation before continuing the journey, the children choosing something for the car and the anticipation of the destination. Many international travelers do not expect to find such quality products and culinary experiences along a motorway.”
Made in Italy
Autogrill considers themselves an ambassador of Italian gastronomic culture. Their commitment to the authentic Made in Italy translates into a concrete economic impact: approximately 75% of annual food and beverage purchases are from companies that operate and produce in Italy. Parmigiano Reggiano is particularly popular with travelers from the United States and the United Arab Emirates. At the Malpensa Airport alone, more than 6,600 pounds of Parmigiano Reggiano were sold in the first six months of 2025.
The company’s epicurean innovation is centered at the Factory Food Designers in Milan. Chefs, pastry chefs, nutritionists, artisans and designers work together in this creative laboratory to define future trends. As always, their focus is great taste that strengthens the connection between each store and its geographical context. Favorites across the board include Camogli panino, cooked ham and fontina cheese on fresh focaccia, warm Cornetto and Panini del territorio.
Autogrill also utilizes rare industry connections. The University of Gastronomic Sciences in Pollenzo helped develop sustainable ways of providing food service. Identità Golose Milano connects Autogrill with top chefs like Andrea Ribaldone, Renato Bosco, Luca Montersino, Sal De Riso, Mauro Mario Mariani, Ciccio Sultano, Simone Salvini and Gennaro Esposito. Centro Studi Assaggiatori guarantees quality coffee, continually raising the coffee experience.
“For Italians, a coffee standing at the bar is not only about caffeine. It is a pause, a reset, a social gesture and a small pleasure that belongs to daily life,” Santoro says. “On the motorway, this ritual becomes part of the journey.”
“They’ve got tons of unique regional foods depending on which Autogrill you stop at and which part of the country or region you’re in,” adds #Granfluencer and travel coach Francesca Elisabetta. “Besides the most amazing food selection you could ever imagine … they have what’s like a fantasy toy shop for kids. I pick up so many things for my granddaughter that you almost get the feeling they know grandparents are coming in there.”
More than a rest stop
“One of the stories that best illustrates the bond between Autogrill and Italian travelers is that of a couple, Armando and Caterina, who got married in September 1971 at the Autogrill in Teano Est, then under the Motta brand,” Santoro proudly shares. “Fifty years later, in 2021, they returned to the same spot to celebrate their golden wedding anniversary with their entire family, born of their union … over the years, many Autogrill outlets have become places linked to people’s personal memories, marking significant moments in their lives.”
“What they (Americans) do not realize is how seriously Italians take their food,” says Michael Kovnick, founder of Culture Discovery Vacations. “When people visited us for years, we always made sure that they tried Autogrill. People have always been blown away! It was such a big deal for us that when we started doing immersive culinary tours in Italy for North Americans, for years, we always planned a lunch at an Autogrill! It is always a huge shock for people. They expect a gas station with vending machines and burgers, and find amazing food. It is probably the quickest interlocution possible into the culture.”
“We as a family love the Autogrill service stations, and will get the opportunity to visit them again this year on our road trip to Italy, from the U.K. It’s not an exaggeration to say my 17-year-old daughter is obsessed,” adds Francesca De Franco, founder of Vino Cibo. “The coffee is top class, and you can also stock up on artisan products, cheese, charcuterie and wine that you’d expect to see only in a specialist deli. Different Autogrills have different regional products. The ones at Monferrato and near Superga particularly stick in my mind, but any of them are good and are an essential part of our trip.”
“For many international tourists, a stop at Autogrill can become their first encounter with our country’s food and wine heritage, demonstrating how even a place of passage can be an expression of Italian identity,” concludes Santoro. “There is also an architectural dimension that international visitors often underestimate. Some Autogrill locations are true icons of Italian modernity. The bridge-style Autogrill at Fiorenzuola d’Arda, opened in 1959, was the first motorway service area restaurant built on a bridge in Europe and became a symbol of Italy’s post-war modernisation. Near Milan, Villoresi Ovest and Villoresi Est show this same story from two moments in time: the optimism of the economic boom and a more contemporary vision of sustainable design.”
Park and eat
Even without the architectural distinctions, today’s Autogrill is as different from its U.S. inspiration as night and day. Autogrill is more than just a fuel or food stop along the route. It’s embedded in the road trip experience.
Bella Bucchiotti is a freelance writer with a passion for adventure, delicious recipes and authentic storytelling. Through xoxoBella and social media, she shares vibrant travel experiences, mouthwatering dishes and everyday moments that inspire connection.