Smash burger in the living room of Chiaia

Smash Tag arrived in Naples on 29 November 2025, and not just anywhere: Piazza San Pasquale, on the corner of Via Carlo Poerio, in the living room of Chiaia. For the brand it was — in the words of founder Riccardo Di Salvo, who grew up on these streets — 'a homecoming'. The city responded in its own way, with hundreds queuing from the morning for the first smash burger in southern Italy.

The store faces the 18th-century church of San Pasquale Baylon and is steps from everything that makes Chiaia Naples' most elegant neighbourhood: Villa Comunale and the Riviera two minutes away, the Caracciolo seafront five, the bars between Vico Belledonne and Piazza dei Martiri for after-dinner, the shopping on Via dei Mille and Via Filangieri. With the San Pasquale stop on Line 6 practically on the square and the Chiaia funicular just above, getting there is easy from anywhere in the city.

In the kitchen is the method that built the brand's reputation: fresh ground beef smashed on the griddle for the crust that seals in the juices, soft potato buns, homemade sauces in the big cup and the colour-coded recipes — from Smash Brown, the most requested in Naples too, to Smash Green with halloumi for non-meat eaters.

The store follows Chiaia's rhythm: open for lunch from 12:00 to 15:30 and in the evening from 18:30 to midnight, for lunch after shopping, dinner before the bars or takeaway to take to the seafront. And for a night on the sofa there's delivery with Deliveroo across Chiaia and the centre.