Barcelona Wine Bar Celebrates Milestone 30th Anniversary

Archival photo credit: Barcelona Wine Bar

Barcelona SoNo in 1996

Thirty years ago, in the mid-90s, 1996, to be precise, South Norwalk’s restaurant scene started to see some buzz. Many would argue that the spot that sparked it all was Barcelona Wine Bar and all it brought with it. The tapas, the vino, and certainly when people danced on the bar top.

In the present, Barcelona has grown significantly, so much so that they’ve ALMOST got one location for every year they’ve been a restaurant and a company. To date, there are 24 of ‘em across 12 different states, including four in Connecticut, where their growth first began.

I know what you’re thinking….

“YEAH, BUT THE ORIGINAL CLOSED.”

While that’s true, 20 years at 63 N Main Street, then another decade on West Avenue’s The Waypointe is a damn good run for any restaurant, especially nowadays.

Despite that, there’s no discounting that legacy, a legacy that’s produced a boatload of talent, a place that’s consistently praised as a great company to work for and learn from whether it was under Barteca, Del Frisco’s, or L Catterton, and a brand that’s consistently growing statewide.

I recently sat down with Adam Halberg, who started his Barcelona Wine Bar career in 2008 as a culinary director and grew with the company to become its CEO, to talk about hitting that 30-year anniversary, what they’re doing for it, how they’ve remained a successful restaurant group for all these years, and we’ll even hear from some Barcelona alums in this one, too.

Way back before ‘96, pre opening in South Norwalk.

Photo courtesy of Barcelona Wine Bar

Beginnings: SoNo in ’96 to expanding in Connecticut

Started by Andy Pforzheimer and Sasa Mahr-Batuz, a team up that combined Pforzheimer’s two decades as a chef in France, California and New York, and Mahr-Batuz’s memories of living overseas in Spain and Portugal, hence, Barcelona’s vibe; a tapas and wine centric concept with a buzzy, big city feel, despite its 38-seat capacity in South Norwalk.

But apparently that’s not their full opening story.

Co-founders Andy Pforzheimer (left) and Sasa Mahr-Batuz standing outside of Barcelona SoNo.

Photo courtesy of Barcelona Wine Bar

“They did what most compulsive restaurateurs do, which is, initially it wasn’t just Barcelona,” Halberg shares. “That original space, the bar was Barcelona, and the main dining room next to it was a burger restaurant called Lucky Luke’s. They ran it as both. The idea was, they wanted to hedge their bets. If Spanish tapas didn’t kick in ’96 Connecticut, at least you have a burger restaurant. Eventually, Barcelona took over Lucky Luke’s.”

Later, the duo opened Wildfire in Greenwich at 18 W Putnam Avenue, a premium, high-end Argentine wood fire grill restaurant, and Luna in Westport (where Gabriele’s is now), an Italian restaurant.

“This is what restaurateurs do, the compulsion; I did a Spanish restaurant, then a burger restaurant, a fancy fish restaurant, an Italian restaurant,” Halberg says. “Wildfire and Luna didn’t work out. They closed Luna, but converted Wildfire into Barcelona number two.”

Growing in Connecticut + beyond

More Barcelona Wine Bar locations in Connecticut would follow in Stamford, Fairfield, New Haven, and West Hartford, but the company was thinking about going further.

“That’s a huge amount of time to open five, six restaurants, like, it wasn’t this, we’re gonna open a bunch of restaurants all around the country; it was really slow, gradual, almost opportunistic growth,” Halberg says. “They were taking over second-generation spaces; the bar in the Hi Ho, taking over The Back Porch in West Hartford. It wasn’t until New Haven that they build a restaurant completely from scratch. That was the old police station.”

Get up on the bar! This scene from Barcelona’s 14th Street location in D.C. is reminiscent of the vibes in SoNo all those years ago.

Photo courtesy of Barcelona Wine Bar

The dining room back in the day in South Norwalk.

Photo courtesy of Barcelona Wine Bar

The first potential Barcelona that was scouted outside of Connecticut was supposed to be in Boston, because, as Halberg puts it, “Andy is a Harvard guy and he loved the idea of opening in Harvard Square.”

Only it didn’t pan out after two years of working on it. The restaurant they were set to potentially take over, that was struggling, would, according to Halberg, always find a way to pay their rent somehow, so it never shook loose.

So, then…Atlanta?

“Scott Lawton, who started about six months before me as the director of operations—I started as culinary director—he’s from Atlanta, came up working in restaurants in Atlanta, I went to college in Atlanta and to culinary school, then I lived in LA for eight years, then worked around Atlanta,” Halberg says. “The two of us were like, ‘Hey, I know you wanna go to Boston, but Atlanta has a lot of cool things going on. So, the first Barcelona outside of Connecticut opened in Atlanta in 2011, which, that’s not what you’re supposed to do, so far away from where you started, but it worked, and it was doing double the sales of any Barcelona in Connecticut.”

From there, they launched in bigger cities like Washington D.C., Reston, and Brookline.

Not looking so…cookie cutter.

Instead of following a playbook over the past 30 years, like say, The Cheesecake Factory, Barcelona, even in their expansion, did things differently.

Rather than following a color scheme, the same decorations, and a similar square footage, they did the opposite, giving each Barcelona its own vibe. Even in Connecticut, if you’ve been to more than one location, they’re all unique from one another.

Adam Halberg portrait courtesy of Barcelona Wine Bar

“Greenwich was Wildfire; it was white marble, low ceilings, really fancy glassware, and it looked like a fine dining restaurant and we didn’t even change out the plates,” Halberg says. “Even though the food was similar in South Norwalk and in Greenwich, it was being served on completely different sets of plates. It felt and looked different. When we took over inside the Hi Ho and at The Back Porch, those are iconic spaces, so instead of replicating anything, we leaned into them. When we started expanding more, we kept that tradition. We opened in Tampa, on the water, and you can look through the entire restaurant. If you’re sitting at the bar, you’re looking at the water. We’ve never had that in Connecticut despite being coastal at some of those locations. In Pittsburgh, it’s a historic building, so we figure out how to keep that character. In Miami, we have a low slum building, so how about letting a graffiti artist hit the outside of that building? That’s better than a big sign that says, BARCELONA. It’s better that it’s someone else’s artwork.”

If anything, maybe the aesthetic indoors is…if we’re nitpicking, kinda similar depending if the same designer had a hand in it, but each has its own identity, or as Halberg calls it, “different movies.”

When the company moved their original location from SoNo to The Waypointe, it was their first foray into experimenting with designing a space from the ground up and different layout in the bar, dining room, and kitchen, and that learning experience has helped with the restaurants they’ve built after it.

“So, whatddya have? Tapas or chicken pimientos?”

One thing that keeps the people coming back, is consistency in what’s on the plate. Just ask my friend, Barcelona Greenwich alum, and currently the owner of Crust Issues in Norwalk, John Nealon, who, when Barcelona comes up in conversation, always says in some way how damn consistent the food is.

Sure, their chicken pimientos have gotten a lot of media shine on The Food Network from another former Barcelona executive chef, Adam Greenberg who beat Bobby Flay on Beat Bobby Flay with that very dish. During the episode, Flay said how much he loves that particular dish at Barcelona.

But is that their star dish? Or is it just part of an always steady menu?

“It got added to the menu by Billy Rosenberg whose mother-in-law was Italian and taught him how to make chicken scarpariello (now Nealon puts it on everything),” Halberg says. “We never sell much chicken pimientos the first month. Because we’re introducing ourselves to a new neighborhood, they want Spanish tapas, so they come in, order a bunch of different tapas. They have a good time, they come back. And because we give our chefs the ability to change the menu, so they’re ordering different things, they order paella. It’s not until four or five visits, maybe six months later, that we become one of your regular places. You sit down, and your bartender goes, ‘You should really try the chicken pimientos,’ and once people get hooked on it, absolutely it becomes a favorite.”

What’s more, he went onto say, is that Barcelona is after consistency of quality. It’s seasonal, too, and a chef at one location and a chef at another, during peak tomato season, might compose two totally different tomato dishes. What matters the most is whether it’s delicious, looks good, if it’s on concept, and if it will make people happy.

Investing in people

Speaking of Barcelona’s employees, find a current one, or a former one. Ask them about their time with the company and they’ll tell you good things. Aside from the fact that they offer health insurance, student loan assistance, pet insurance, there’s also room for growth. Chefs have become culinary directors, culinary directors, like Halberg, have gone onto become senior vice presidents of culinary, and in his case, the CEO, and chefs, like Greenberg have had multiple stints in the company for Barcelona or their sister spot, bartaco.

And the training? They’ll coach you up, specifically in good hospitality practices and professionalism. And there’s more. There’s wine education that’s 100% reimbursed, you could possibly travel to Spain on one of the company’s research trips, or you could be a part of an opening team at one of their new locations.

“When someone like John Nealon (at Crust Issues, formerly of Taco Daddy and Fortina) wants a line cook, he calls me, when Oak & Almond needs a manager, he calls me,” Halberg says. “It’s a tight enough community that we will call each other. Christian Burns (another Barcelona alum), when he had The Ginger Man, he’d call me three or four times a year asking if there’s anyone I could recommend that if they didn’t work out at Barcelona, maybe they could work out here. They’ve been through the training, the standards, and they understand what great looks like.”

Even when they decided to not renew their lease in Norwalk, Halberg told us that everyone knew ahead of time, as to not be blindsided, and that every employee was offered severance, an opportunity to move to another Barcelona, and those that wished to move on, their boss personally made calls to other chefs or restaurant owners to see if he could find a home for them.

Cheers to 30! But most importantly, cheers to you! 

Thirty years isn’t about employee longevity or the restaurant. This milestone, for them, is about their customers.

All year, they’ll be celebrating with ticketed events called Uncorked, where they’re planning to open up cellared wines to pair with passed bites and chef pairings.

That’s not all.

Because they’re grateful for all the years of loyalty, they’ve already given away 30 date nights via online entry since Barcelona is synonymous with being a go-to date spot.

They’ve even curated over 700 date night stories from their fans, some of which you can read HERE, that include everything from first dates, success stories, anniversaries, memorable birthdays, and more.

“For anyone to write some of these, and take the time to do so, I mean, people literally sent in photographs,” Halberg says. “This, to me, sinks really deeply into, what is the impact of it? When we say 30 years, we’re not celebrating us, we’re celebrating them.”

Here’s to the graduating class of…

For a parting shot, I found it fitting to chat with some of Barcelona’s alumni, some you know, some you may not know, but one thing’s for certain, the impact that Barcelona made on them and their careers is something they’re forever grateful for.

Andy Pforzheimer – Co-founder of Barcelona Wine Bar

When we planned the very first Barcelona, back in 1995, Sasa and I dreamed of something like the barbecue restaurants on the beach in Portugal that he loved; stress-free, a celebration of life. We really wanted it to be frictionless: come try a bunch of new flavors, small plates, low prices, no "first course, second course," no commitment to a formal experience. No reservations required, no dress code. Eat at the bar, yell for a check when you finish. Have dessert first, then a salad for your main course—your waiter won't roll their eyes at you. Most importantly, you'll get the attention to detail and quality that I was used to from cooking at the finest restaurants, and the beautiful decor that Sasa designed, all without needing a second mortgage to come back the next night.

That skinny little bar in South Norwalk was a hit from the first week—even though it took years of explaining what "tapas" were before the world caught up. We opened another once we felt like we had the hang of it, and then another, and another...After a while it became a game to us.  How big could we grow the company before size and scale forced us to compromise and take short cuts? Well, it has been 30 years and 25 restaurants, and we haven't compromised yet. So, here's to another 30, and to the new generation of people who have accepted that challenge and made Barcelona better than we ever could have imagined it back in the day.

Adam Greenberg – Chef and co-owner of Sparrow Pizza Bar and chef at Tacobarn, multi-time Chopped Champion, and frequently seen on The Food Network – Former executive chef at Barcelona in West Hartford and in Washington D.C.

What Barcelona meant to me is difficult to put into words—it was truly everything.

When I became the chef of the West Hartford location in 2007, it felt like a homecoming. It was an opportunity to lead a kitchen in the town where I grew up and begin a journey that would eventually take me to other locations and, ultimately, Washington, D.C., where I finished my career with the company.

I was fortunate to be one of the first chefs hired by Adam Halberg and Scott Lawton. Along with Andy Pforzheimer and Sasa Mahr-Batuz, they created an environment that challenged us to learn, grow, and lead. I had worked in some wonderful kitchens before Barcelona, but the philosophy here was different. Food wasn’t about complexity for the sake of complexity—it was about simplicity, exceptional ingredients, and allowing those ingredients to shine.

Every part of the experience was an education. From Wednesday meetings with chefs and GMs to 2 a.m. trips to the Fulton Fish Market with the team, there was always something to learn. Barcelona gave us guidance and support, but more importantly, it entrusted us with real ownership. We were expected to run our restaurants as if they were our own businesses. The responsibility was immense, but so were the rewards. That level of accountability shaped me into the chef, leader, and person I am today.

There were many metrics for success at Barcelona, but none mattered more than taking care of guests and delivering genuine hospitality. The people I worked alongside became family. Like any family, there were challenges and disagreements, but there was also an incredible sense of pride. Succeeding at Barcelona always felt like earning membership in something special.

Andy Pforzheimer remains one of my favorite people I’ve ever had the privilege to work with, and for. He had a unique ability to challenge me, motivate me, and bring out my very best. I have an immense amount of love and gratitude for him.

Like so many others, Barcelona changed my life beyond the kitchen. It’s where I met my wife, and many members of our Barcelona family stood beside us at our wedding 12 years ago. The trips to Spain—the food, the culture, Gretchen’s playlists, and even the memories of riding in the “cool car”—were experiences I’ll never forget. They left such an impression on us that my wife and I recreated much of that journey for our honeymoon so we could experience it together.

Looking back, it’s impossible to separate who I am today from what I learned during my nine years at Barcelona. The lessons, the relationships, the culture, and the values continue to guide me every day. I am forever grateful to have been part of that chapter and proud to have played a small role in the company’s growth—from the days when there were only four locations to what Barcelona has become today.

It’s a badge of honor that I’ll wear for the rest of my career.

Here’s to the next 30 years.

Michael Lucente – Culinary director of Village Social Restaurant Group – Former executive chef Barcelona Greenwich and senior executive chef

I joined Barcelona as the Executive Chef of Barcelona Greenwich and, over the years, worked my way up to Senior Executive Chef for the Fairfield region. If I had to describe my time at Barcelona in one word, it would be faaaaantastic.

I was part of the team from 2012 to 2020, and one of the highlights of my career was listening to Andy speak at our weekly meetings. He always communicated with purpose, precision, and passion—and everyone listened.

Sasha always had his own perspective, and I loved his artistic approach to everything. He knew how to create a great atmosphere, loved a good party, and was never shy about knowing exactly what he wanted. One thing that always amazed me was how he and Andy could spot something that was off before they even walked through the door—it was as if they could sense it from a mile away. Their attention to detail and instinct for maintaining standards were truly remarkable.

Working under Adam Halberg and having the opportunity to travel to Spain with him twice was an incredible experience. His knowledge of Spanish cuisine, culture, and traditions seemed endless, and I learned so much from those experiences.

Barcelona was filled with influential people who helped shape the company’s culture, and Farah was truly the glue that held so much together. She always made time to help the chefs get what we needed, and her appreciation for fresh ingredients and strong relationships with local farms was inspiring.

I’m grateful to have been part of such a talented team and a company that helped shape me both personally and professionally. The friendships, experiences, and lessons I gained during those years will stay with me forever.

Shawn Longyear – Co-owner of The Spread, El Segundo, and Magic 5 Pie Co. – Former bartender at Barcelona Greenwich

Barcelona is a big part of why I have been able to successfully own and operate my own restaurants alongside my partners, Chris Hickey and Christopher Rasile, whom I've worked with during my tenure with the Barcelona Restaurant Group. The things we've learned there helped set us up for success. Not to mention the many memories and friendships we've built along the way. There are so many of us that fall under the Barcelona Tree. It's like one big extended family.

Mogan Anthony – Partner of Village Social Restaurant Group and co-owner of La Bistro, Barnoodle, and Lady Wong Patisserie – Former sous chef and chef de cuisine at Barcelona Greenwich

Congratulations to Barcelona Restaurant Group on celebrating 30 years.

I still remember my time at Barcelona back in 2010–2011, shortly after graduating from the kitchens of Jean-Georges. I started as a sous chef and later became chef de cuisine, and those years played a significant role in shaping my career.

One memory that has stayed with me all these years was the day I ordered xanthan gum for a recipe. One of the chefs pulled me aside and reminded me to focus less on additives and more on mastering technique rooted in tradition and inspired by nature. I can still hear Adam Halberg saying:

“You can’t beat Mother Nature.”

It was a simple lesson, but one that has guided me throughout my career as a chef and restaurateur.

Thank you for the opportunities, the mentorship, and the standards of excellence that helped shape so many hospitality professionals. Wishing the entire team continued success and another 30 years of great food, great people, and great memories.

Seth Hiravy – Head bartender at Death & Co New York – Former bartender at Barcelona Norwalk

I’ll always be grateful for my time at Barcelona Wine Bar. I made friends that turned into family, worked crazy services that ended with late night laughs, and met world class talent that treated me like we were childhood friends. My career and who I am as a person will forever be influenced by Barcelona—and to this day it still feels like home.

John Nealon – Owner of Crust Issues in Norwalk – Former general manager at Barcelona Greenwich

Of all the people I worked for, Barcelona had the biggest impact on my career, getting into having my own places, more than any other place, for sure. The big difference was, up until that time, I started in 2008 maybe, but I joined the group and I knew what I wanted to do, I knew I wanted to have my own places. Barcelona was the first place that kind of let you behind the curtain to see how you can have your own place, how you can maintain it, keep it, and how you can grow a restaurant business. They gave you enough autonomy back then to where you really could succeed. They also held you accountable, too.

Such an amazing group of people between Andy, Sasa, Scott, Gretchen, and Farrah, there’s just so many talented people up in, like, quote unquote, the officer level that were really talented restaurant people in their own right.

Then the level of talent they brought into the group, especially in Fairfield County. We had not seen that level of talent in Fairfield County. Sure, you had some very talented independent restaurant guys doing their thing here as well, but they were bringing in guys from all over the country in that company, I mean, beasts, and they were all of a sudden working at the Hi-Ho in Fairfield or in Greenwich with me and Christian Petroni.

It was just such an amazing time in my career and they invested in the people. I can’t make it any clearer. They held you accountable and made sure you did your job at a really high level, but they also exposed you to so many cool things. They were ahead of the curve in just about every regard.

I remember Gretchen always had an incredible wine program, but she was really the first person to take our teams into the city to go to PDT (Please Don’t Tell), Death & Co, Employees Only, and then to come back to Connecticut and do the first real, what everyone does now with a proper cocktail program and certainly what bartaco did with their first cocktail program.

They just had such an insane stamp on this state and dining in the state, and you can certainly see that with their tree of talent. There are countless guys who own their own places now or are doing this at a high level for other restaurant groups. There’s almost always a link somewhere in their career in Connecticut to Barcelona.