Bella Italia, the Tragus-owned chain, has experienced “significant sales uplifts” from the 10 refurbs it has so far completed across its existing estate and said it planned to open eight to 12 new sites in its next financial year.
The 92-strong group, which is led by Nick White, will open the fourth and final site of its current financial year at the Barbican Leisure Park in Plymouth.
White told M&C Report that the brand’s pipeline is “as strong as ever” and that he was confident it would push through the 100-site mark next year.
He also said that with the successful introduction of a breakfast offer, the brand was becoming a true “all-day dining proposition”.
Under White, the brand has also introduced bars and more booth seating into its new and refurbished sites. It will look to complete eight to 10 refurbs a year.
He said: “There is a great affiliation with the brand from consumers, but it had got to a stage where each site looked and felt the same and therefore the majority of the estate looked out of date at the same time. Casual dining for me should have variety and flexibility. With Bella there should also be a ‘bit of fun’ especially in the design.”
White said that the group had a number of target towns in mind for the brand going forward both for its next financial year and 2015/16, with the majority of possible locations geared towards leisure parks.
