La Bottega, the Italian deli and café concept with five sites in London, is looking to open up to ten further sites in London while also improving its product offering and considering delivery for the home dining market.
The group recently opened its seventh site at Covent Garden’s Seven Dials and is looking to open more in central London; chief executive Piergiorgio Lo Greco told M&C Report he believes there “is scope for up to another ten.”
The group was bought by venture capitalist trust Pembroke for £5m last August and has begun redefining the brand offering whilst maintaining the feel and hospitality of an Italian coffee shop and delicatessen.
This rebranding has included the refurbishment of two existing stores and the opening at Seven Dials, Covent Garden in line with the new feel, which Lo Greco said is “an enhancement of the previous concept”.
“The old style was a bit confusing and it took a long time for people to understand what they were getting. We want to focus the business on the best Italy has to offer which is hospitality and tasty food complimented by excellent Italian coffee.”
Lo Greco said the new stores clearly define the subdivisions of coffee shop, delicatessen and retail areas with better displays to make it clear to customers what is available each day.
In addition to the coffee shop and delicatessen area in the newest store is a taverna-style wine bar in the basement with high stools and tables.
For the next store Lo Greco said they are “looking at a couple of shops in more detail” in central London locations that match the “village” feel that La Bottega is suited to, areas of interest include Chelsea, St James’s and Mayfair.
La Bottega is looking to enhance the convenience of its offering by introducing longer opening hours for casual dinners as well as lunches and becoming more attractive to the home-dining market by introducing home delivery.
To further develop and clarify the brand there is a new La Bottega website and an increasing social media presence.
