Tragus, the casual dining group, has been quietly reinvigorating its 78-strong Strada business, giving the Italian format a new look and introducing an updated menu.
The group, which also operates Bella Italia and Café Rouge, has so far re-launched 16 restaurants and hopes to complete the update of the entire Strada estate by May, 2011.
It is the first major piece of work undertaken on the brand since Tragus acquired the business from Richard Caring three years ago for £140m.
The new look features a update to the design and fixtures and fittings, with lighter décor and a modern canteen-style feel. Graham Turner, chief executive, told M&C: “Strada is a contemporary, stylish brand so it’s important that every few years we make sure that it is on the mark with consumers.”
Tragus did not disclose investment levels but it is thought to be spending up to about £100,000 on each Strada update.
The updated menu features a range of new dishes such as a blonde pizza, a pan-fried scallop risotto, a sirloin steak rocket salad and a fish of the day that rotates around five different fish types, with a greater emphasis on lighter dishes and sharing options.
Restaurants carrying the new look include Market Place, More London and Wimbledon Village.
Tragus is backed by Blackstone.
