Recent announcements from Tragus regarding disposals and management have tended to obscure the substantial activity and progress at their Bella Italia brand. H&C News therefore welcomed the opportunity to catch up with Nick White, Managing Director.
Bella Italia already has a portfolio of 90 restaurants and has a declared objective of UK expansion to open up to 100 new restaurants in the next five years. It has appointed Cushman & Wakefield to assist in acquiring 20 new restaurants a year in town centres and retail and leisure schemes throughout the UK.
As well as new locations, existing venues will also take on a revitalised interior, a broader menu and a breakfast offer to ensure that Bella Italia is repositioned as the UK’s premier all-day Italian family restaurant brand.
So – how’s it progressing?
The starting point
When Nick White joined back in August 2012, he found a portfolio suffering from under-investment, the visible sign of which was its ‘tired’ ambience. Food quality was good, but menu choice was limited. Service was also generally good – but not consistently so.
Bella Italia customer base
Bella Italia has a broad range of customers – around a quarter are teenagers and young adults; half are families and children – the value/budget sector; and a further quarter are older customers, who have grown up with Bella Italia over the years, and whose loyalty is valued and valuable.
All parts of this base want value for their money, both in terms of the quality and quantity of the food, but also the cost. Bella Italia, however, does not discount like some, though it does make ‘tactical offers’ such as £6.95 for lunch, which support the ‘value’ proposition.
And it’s worth remembering that women are often the decision-makers who choose Bella Italia and make the table reservation.
Restaurant design and ambience
Not only did the restaurants need refurbishment (a five year rolling programme is now in place), the ambience needed to ensure clear differentiation from the competition, presenting a family-friendly, fun – even frivolous, at times – environment that would be enjoyed by all customers.
Recent openings display the results of the thinking and work that has gone into design – see the photos that illustrate this article – including:
- Pastel colour range: giving a modern and bold ‘mediterranean’ feel, but also designed to lift the spirits
- New lighting designed to be cosy yet comfortable
- Shutters on walls also reflect Mediterranean style
- Vespa scooters, or elements of them, also represent both ‘fun’ and Italy
- Giant pepper mills – eye-catching (see photos) and adding both fun and ‘theatre’ when used
In addition, new and refurbished restaurants seek to display local connections – picking up on the history and style of the area with pictures, artefacts or design elements.
The Gelato Cart
Picking up on the ‘fun’ element, but also with a serious purpose – both children and adults enjoy Italian ice cream – the Bella Italia Gelato Cart is being introduced into outlets.
To create their own Gelato, customers will be able to choose from eleven different flavours. From popular Strawberry, Chocolate and Vanilla to inventive Cocotella (Coconut and ‘Nutella’) and Honeycomb, the Gelato can be enjoyed as a one scoop tub or cone, a three scoop Sundae or a four scoop sharing Sundae. To complete their Gelato, 18 tasty treats are available with the option of having one or a combination of as many generously sized toppings as even kids can dream of!
Menu development – relentless attention
At the heart of any restaurant, of course, is the food. Not only is there a new, extensive menu to suit almost every taste, it includes essential, modern requirements such as a low calories section, gluten-free pizzas and pasta (gluten-free dishes are highlighted on the menu), and will be addressing the Allergen requirements of the new Food Regulations arriving in December.
EPOS systems, of course, enable fast, detailed analysis of what sells, when and where, enabling menus to respond appropriately.
However, menu development requires relentless attention to development and innovation: the British consumer expects and responds to more choice than ever before – who foresaw the current fascination with Hot Dogs?
The Director of Marketing and Food, and the Development Chef, are therefore always working 9 to 12 months ahead researching, developing, testing and then introducing concepts.
Although the main menu changes once a year, seasonal changes and successes can be introduced to the main menu: as an example, the rack of ribs started as a ‘special’ and was rapidly promoted.
Forging ahead
There is a new confidence and focus about Bella Italia which has changed it from ‘one’ of the many chain restaurants to a much more formidable competitor whose performance will be watched closely by its rivals.
The new restaurant design and ambience – symbolised by the Gelato Cart and the vespas – delivers the efficient but fun environment that its customers enjoy, whilst the menu delivers the required range, quality and value.
Whilst there’s relentless attention to the food and its development, there’s also relentless attention to delivering the customer experience that will, in turn, deliver revenue and profit performance – and drive the expansion forward. We fully expect to see Bella Italia approaching 200 restaurants within the 5 year target.
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