The chef behind RUGE already uses two Pira ovens in his restaurants. On 16 October, he will join us at GUEXT Madrid to cook one of his signature rice dishes over charcoal.
For Rubén Iborra, fire is part of the way he understands food. At RUGE, with La Jarosa in the Sierra de Guadarrama and La Barra in Madrid, his cooking brings together rice, charcoal and a respect for ingredients.
His relationship with Pira is rooted in everyday experience. With two Pira ovens already working in his restaurants, Rubén has made charcoal cooking an integral part of his culinary approach.
Why does Rubén choose Pira?
In the video accompanying this article, Rubén shares what he values in a charcoal oven: versatility, the freedom to work with different ingredients and the ability to adapt the cooking process to each dish.
He highlights the different grill heights, which allow him to vary the distance between the food and the embers. His use of the oven goes well beyond meat: fish, vegetables and the ingredients for his rice stocks also benefit from cooking over charcoal.
For Rubén, that smoky touch is part of the flavour he wants to bring to the table. He also values being able to cook different products without their flavours mixing, preserving the character of each ingredient.
His choice of Pira comes from using it in his own kitchens, exploring its possibilities and making it part of the way he cooks.
Meet Rubén Iborra at our GUEXT stand
Rubén will be one of the chefs representing Pira at GUEXT Madrid 2026. On 16 October, he will cook one of his signature charcoal rice dishes live at our stand.
Come and see his technique up close, discover our charcoal ovens and meet the Pira team.
GUEXT Madrid 15–17 October 2026
Rubén Iborra live showcooking 16 October
IFEMA Madrid, Hall 12, Stand 12B01
Discover more about Pira at GUEXT 2026 and what you will find at our stand.
Your invitation is ready
Would you like to visit GUEXT, discover our ovens and see Rubén Iborra cooking live? We have an invitation ready for everyone interested in joining us. Contact our team to request yours.
See you in Madrid. Come and experience #PiraFlavour.
