UPG aims to be Australia's biggest hospitality group by 2019

Urban Purveyor Group has announced plans to be the biggest hospitality group in Australia by 2019.

The John Szangolies-owned company already has 10 Bavarian Bier Cafes and three Sake restaurants in its $200 million national portfolio, which also includes The Cut, Argyle, Ananas and Lowenbrau Keller at The Rocks.

UPG's American-born chief executive Thomas Pash says he wants to increase the company's worth to $1 billion in five years by opening a fast-casual version of Sake across all major markets, rebranding the Bavarian Bier Cafes and launching an Italian restaurant concept.

"We've got a pretty good pipeline of locations and no shortage of brands and new concepts to push, so we're excited," says Pash.

The Asian-fusion, fast-casual Sake concept (codenamed "Sake Junior") will involve counter service at a lower price than the company's existing Japanese restaurants.

"High quality food, almost fine dining, but in a quick-serve format," says Pash. "A place somebody can eat maybe four times a week instead of just once a month. We definitely see the Sake Juniors in the CBD and dining precincts of large malls."

Westfield Miranda is a possible location for a Sake Junior, where UPG opened a Bavarian Bier Cafe and Rooftop Bar on the weekend. The Miranda venue is modern, lighter and more family-friendly than the brand's existing locations and sets a template for future outlets.

"We changed the menu as well," says Pash. "There's the Bavarian favourites but there's also about 12 new burgers and gourmet hot dogs, a build-your-own salad option and healthy fish choices. We even changed the beer menu so it's not 100 per cent Bavarian any more and has craft beers too."

The existing nine locations will be updated with the new modern look and menu during the next few months.

UPG has also signed a lease on George Street in the Sydney CBD to open an Italian restaurant, although Pash won't disclose the exact location just yet.

"We want to be the dominant restaurant group in Australia so we looked at our portfolio and said 'OK, where are our strengths and where are some potential holes'," he says. "We have an amazing culinary director, Martin Heierling,​ who has opened some of the biggest Italian restaurants in the US. We've been talking about doing our version of an Italian restaurant for the Australian market for a while and now we have a great location and an original spin on Italian concept which will open at the beginning of next year."

UPG was established in 1976 when Lowenbrau Keller opened at The Rocks and now employs more than 1400 staff. Its portfolio includes Bavarian bier-distributor Urban Beverage Imports and Hanseatic Fine Foods, supplying meat and smallgoods to Australian retailers and its own restaurants.