Vicio, the Barcelona-based smash burger chain founded by MasterChef winner Aleix Puig and entrepreneur Oriol de Pablo, is opening its first permanent restaurant in the Girona region at the Mas Gri industrial estate.

The new site, located near the southern roundabout entrance to Girona close to MediaMarkt, Bauhaus and a McDonald’s, marks the brand’s transition from seasonal pop-ups to a year-round presence in the comarques. A 'coming soon' sign is already displayed at the premises, with the opening expected within the next few months, according to Diari de Girona.

This location will be Vicio’s first fixed restaurant in the province, strengthening a commercial hub already home to major food chains. The site is part of a new dining zone at the roundabout, where a second space will house an Asian buffet restaurant.

From pop-ups to permanent

Until now, Vicio’s presence in the area has been limited to seasonal operations. Since 2022, the brand has run a summer pop-up at Mas Sorrer in Gualta, which expanded this year into a fully equipped 80-square-metre kitchen with an 11-person team operating nightly from mid-June to September.

“Mas Sorrer is more than a beautiful place: it’s where summer comes to life. This year we were clear we wanted to go further,”

said Puig in a statement reported by Catalunya Gastronòmica. The Mas Sorrer site, described as the most acclaimed pop-up on the Costa Brava, features live DJ sets and extended weekend hours until 4:30am on Saturdays.

Expansion and revenue growth

Founded in October 2020, Vicio has rapidly expanded to 46 locations across Spain and Portugal. The company reported €55 million in revenue for 2024, a 35% increase from the previous year, according to El Español-Invertia. It expects to reach €72 million by the end of 2025.

In 2025, the chain plans over 12 new openings, including in Murcia, Bilbao and San Sebastián, creating more than 50 new jobs. The company also launched in Lisbon in January 2025 with a delivery-only model, with plans to open physical sites later.

Vicio sells around 500,000 burgers per month, one every three seconds, and has sold over 8 million since launch, according to AS.com. The Mas Gri location will offer the brand’s signature cheeseburgers and specialty fries, including smoked bacon cheese fries.

Reported by apdnoticies.com, DdG, Sandra Tobar, as.com, catalunyagastronomica.com, lavanguardia.com, Tapi Carreras, infohoreca.com, Redacción, APD Noticies.