The lively Edinburgh family sandwich shop that's expanding to hectic tourist hotspot
This popular spot is soon to multiply
After you’ve visited Toscano in Edinburgh, it’s difficult to go back to homemade egg mayo pieces.
This nine-month-old venue offers gloriously huge schiacciata - a Tuscan flatbread - sandwiches that are heaving with Italian fillings.
Its Bruntsfield spot has become so popular that teenage owner, Ilaria Pia, has announced that they are expanding across the city, with new premises opening soon at 15 Blair Street - near the Royal Mile - and four other to-be-confirmed locations. We asked her to tell us more.
Tell us about your new shop
We opened our first Toscano in Bruntsfield in March 2025, and the response has been extraordinary. Our next opening is on Blair Street in spring 2026, the first of five new locations launching this year. Blair Street’s energy, footfall, and mix of locals and visitors made it the perfect place to begin our expansion.
Are you going for the same look as the original shop?
Previously a bagel shop, our Bruntsfield sandwich shop set the tone for what Toscano represents - warm, rustic, and unmistakably inspired by Tuscany. Blair Street will carry that same identity and atmosphere, but with its own character. We want every Toscano to feel familiar, but never identical.
How have your first nine months in Bruntsfield gone?
It’s been incredible. We have had our learning curve that comes with any new business but the Bruntsfield community has been unbelievable. Their support has turned Toscano from an idea into a thriving brand. Our customers come from near and far and always show such appreciation. We’ve built a strong team behind the counter who care deeply about what we do, and that’s been a huge part of our success. Just as we anticipated, our brand has consistently exceeded in all aspects, and that momentum is what’s allowing us to expand so confidently, to go big this year.
Was it always the plan to expand?
Yes, because we knew people would love it. When I started Toscano at 18 years old, the goal was to create something truly authentic that Edinburgh hadn’t experienced before. I came to my parents with the initial idea, and I’m so grateful I did - their support helped turn a dream into a reality. The queues, the messages, the returning customers - they confirmed what we believed from the start.
Who do you think the Blair Street location will attract?
Everyone - office workers, festival crowds, tourists, and locals who already know us from Bruntsfield. Let's not forget our engaging audience who have found us through the power of social media. I take great pride in running that myself. Blair Street is a fast‑moving part of the city, and our big Italian sandwiches fit perfectly into that environment. We expect it to become a real hub for people looking for a quality lunch spot, grab and go, and authenticity.
Do you hope the business will always stay in the family?
Of course. Toscano is a close‑knit family business at its core. We’ve built this together from day one, and keeping it in the family feels completely natural. From recipes passed down through generations to my dad helping me navigate the practical side of starting a business, every part has our family’s fingerprints. More than anything, I hope it always stays true to the values of authenticity, quality, and heart. I hope to be standing behind the counter, serving Edinburgh a piece of my heart (Italy), with my mum and brother for many years to come.
What have been your best sellers?
The Chianti with Parma ham, mozzarella, mid‑dried tomatoes and basil pesto has been a consistent top seller from day one. The San Gimignano, with burrata, mortadella, pistachio pesto and pistachio crumbs, has become a customer favourite for anyone looking for something rich and indulgent. And the Gambassi, packed with porchetta, roast‑potato spread, peppers and caramelised onions, has developed a loyal following. This festive season, our Christmas special - roasted turkey, walnut pesto, fig jam, caramelised onion and taleggio cheese - sold incredibly well and showed us just how much people enjoy seasonal twists. We’re also bringing more to the menu this year as we continue to grow. Our sharing boxes, available on Deliveroo and for pre‑order through our website, have been extremely popular too. Customers appreciate that we don’t cut corners.
Any favourite regular customers you’d like to mention?
From fellow Italian regulars to all the locals who have grabbed a schiacciata, we have built quite the family. Thank you to those who pop in weekly, sometimes daily. I wouldn’t want to single anyone out, but they know who they are. We are always sure to remind them of our appreciation and we’re genuinely grateful for every one of them.
You’ve had a lot of attention online — how has that impacted the business?
Our social‑media success has been incredible. The online support, the videos, the Google reviews - it’s all helped Toscano grow. We’ve also been blown away by the positive reviews across all platforms. It’s one thing to have queues out the door, but seeing people take the time to share their experience online means the world.
Anything you wish you’d known before opening your first location?
To trust my instincts. I am glad I opened the conversation to my parents. I always had a strong feeling that the brand would be a success. I wish I’d trusted that feeling even more. The hours, determination and constant decision‑making are all part of the journey, but believing in your own vision makes every challenge easier. I left university unsure of what was in store. The most valuable education I’ve had has come from actually running a business. With guidance from my dad, I learnt real-life knowledge and skills that no course could ever teach me.
Is this a good time of year to be opening?
We’re opening Blair Street in spring 2026 (follow our socials for the exact date closer to the time). It’s a brilliant time - the city comes alive, tourists are buzzing with excitement and everyone is out exploring again after winter. It feels like the perfect moment to introduce Toscano to a new part of the city. Five new locations in one year, I would say let's get these sandwiches filled, we have Edinburgh to feed.
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