The Azzurri Group’s primary short-term focus is to innovate its proposition and expand its omnichannel approach, according to the group’s full-year financial update.
Earlier this week, the Coco di Mama, Ask Italian, and Zizzi operator posted full-year revenues of £235.9m in 2022 – an increase of £119m on last year – and an EBITDA of £25m, an increase of £19.6m.
Proposition evolution and customer engagement were among the top priorities identified in the annual report, alongside digital development and an expanded omnichannel approach across brands.
Operations
For its 65 Ask Italian restaurants, the group has also seen a positive sales swing after undertaking a refurbishment programme. The offer involved keeping discounts low and targeted to drive full priced spend.
New booking and order & pay at table platforms have been launched for Ask Italian, with over 500,000 customers using the website for bookings and one in four using order & pay at table.
Trading in London’s Coco di Mama stores remains suppressed relative to pre-Covid levels due to the work-from-home trend; however, profit margins have been enhanced with operational improvements, including centralised production, kiosks, and a broadened offer to adapt to a wider customer base and occasions.
The group currently operates 131 Zizzi restaurants across the UK and launched its ‘Project Zed’ menu and kitchen upgrade programme in November, designed to reduce preparation requirements and cook times as well as update branding and design.
Omnichannel
Azzurri has revised kitchen setups and access points to streamline delivery processes and maximise delivery revenue for Ask Italian, while repositioning the Coco di Mama brand to shift focus to delivery.
The brand currently operates 15 stores and 143 delivery kitchens for Coco di Mama, and claims to be the UK’s leading pasta delivery brand – pivoting away from a London-centric food to go approach. It is also exploring expansion of the brand with a focus on high footfall travel hubs and roadside, as well as developing a new small format pasta counter proposition.
Coco di Mama has also developed a retail partnership involving eight premium fresh grab-and-go lines across 30 London stores, while exploring other branded grocery ranges such as pasta and sauces.
The group further expanded the Zizzi retail proposition by launching across 1200 Tesco stores, building on its 2020 frozen retail launch with Sainsbury’s.
Loyalty
Loyalty was another focus, with a perks programme and value offers driving visits and engagement. Loyalty has been a key development for Coco di Mama as well, with the launch of Club Coco loyalty improving access to customer data.
