Italian high street restaurant business has announced a substantial digital overhaul that takes the Italian food brand online. Partnering with BigCommerce, Carluccio’s relaunched website brings together rich content and online shopping in a single web experience. The website, launched last month, allows Carluccio’s to have a best-in-class, content-rich web experience that serves both Carluccio’s in-restaurant clientele as well as its growing audience of digital consumers. This digital transformation comes as part of a £10 million investment and brand restructuring, designed to reinvigorate the restaurant’s online and offline presence and elevate the guest experience. This is underpinned by the brand ethos of ‘minimum of fuss, maximum of flavour’, which was passionately championed by founder Antonio Carluccio, TV chef and godfather of Italian cooking.
Established in 1999, Carluccio’s opened its first café in Market Place, London serving deliberately simple, authentic and affordable Italian food and drink made with the finest ingredients. Today the Carluccio’s brand extends to 85 restaurant locations across the United Kingdom and Ireland, with another 14 in Turkey and the Middle East. James Backhouse, marketing director at Carluccio’s, is leading the brand reinvigoration and digital-focused strategy.
“Carluccio’s is a brand that is built on brilliant people working in the business, suppliers creating amazing products, and the ingredients themselves,” said Backhouse. “We are unusual in having both restaurants and delis retailing our products, and we wanted to bring this all to life in our online presence. “Our aim was to develop a website that did the fundamentals really well – whilst also demonstrating the stories behind the brand and products, and linking seamlessly into eCommerce. To do this, we needed a platform that could strike the balance between traditional eCommerce and a content-rich website.”
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