Page 25 - November 2020

ALTO BY SAN CARLO
London, UK

SAN CARLO
Manchester, UK
n a world where restaurant chains are all around initiatives by consistently staying close to the original source
and centralised kitchens are the norm, the San Carlo of everything we do – Italy. It is important to us that we stick
restaurant group remains an independent entity. Each to original and authentic cooking. Italian food relies on great
Iof the award-winning Italian restaurants is headed up ingredients and that remains at the heart of everything we
by its own team of skilled chefs and management who work do. In terms of design and presentation, we look to all areas
with only the very best Italian seasonal produce. All of this is for influence, including art and fashion.”
underpinned by one key value and that is passion, a passion Social media has in recent times become the company’s
for great food, service and style. most powerful marketing tool and their focus in the last two
A family business that spans two generations of the
years has revolved around Instagram and Facebook. These
Defiantly Distefano family, the San Carlo group of award-winning platforms allow them to target current and future customers
contemporary Italian restaurants has grown to become a
more directly than ever before.
“More than that, we now understand our customers more
restaurant empire that spans 21 locations in the UK, three
than ever. The difficulty remains in breaking through the ‘noise’
sites in the Middle East and one in Asia, with three more set
Independent to open in the Middle East next year. and standing out amid all our competitors. Therefore, there
is a constant focus to be innovative in the way we present
Given the current conditions in the market, the San Carlo
ourselves on social media,” explains Distefano.
group has been focused on minimising any losses in these
In all its years on operation, the San Carlo restaurant group
uncertain times whilst still remaining on the lookout for
opportunities in the market once this period passes.
When the time came to re-open their restaurants, the company has never forgotten about the traditions of what a restaurant can
be. Distefano maintains that it must have a soul and a personality,
invested heavily in making their locations Covid-19 secure, which and whilst anyone can design a menu or a restaurant, many sites
The San Carlo story began in Sicily with the birth of Carlo Distefano. He arrived as a had a positive effect on both their teams and customers and they come and go whilst others remain in place for decades and
improved their daily audits of KPI’s in the business so they could he believes the keys to this longevity is the personality of the
17-year old in Britain in 1962 and the business launched thirty years later with the opening react quickly to the ever changing environment. restaurant and the people who work within it.
“Our success has been driven by the passion of people in
Three quarters of the San Carlo sites re-opened in July to
of a restaurant on Temple Street in Birmingham. Here RLI speaks with his son Marcello better than anticipated footfall, however in London, which is our business. We are forever looking to evolve, to learn and
Distefano, Managing Director of San Carlo Restaurant Group to discuss how the brand has traditionally their strongest market, numbers have been low provide ourselves with the best tools to create an amazing
as the city has been hit badly through lack of tourism and
customer experience.”
grown and how it has fared during the recent turbulent times. regular office employees working from home. The company is mainly focused on the short term
With the current portfolio now back open and operating, and Distefano admits the next 12 months will be difficult,
FUMO SELFRIDGES attention turns once again to expansion, with plans to grow however he is adamant that when this period passes, people
Birmingham, UK
the Cicchetti and Signor Sassi brands in the Middle East will embrace more than ever what it means to be social and
ongoing, with one eye also fixed on taking the Cicchetti people will go out, eat out and travel more than ever.
brand to the US. “This year has been the greatest challenge we have ever
When asked about how San Carlo develops new faced, and I have learnt more in the past six month that I have
products, menu items and initiatives to stay at the cutting in the preceding 15 years! We are positive about the future;
edge, Distefano commented: “We develop new ideas and we just need to jump this hurdle first.”

NOVEMBER 2020 RETAIL & LEISURE INTERNATIONAL 19