In today’s modern world of chain restaurants and centralised kitchens, the San Carlo business remains committed to being defiantly independent. For this interview, RLI sat down with the Managing Director of San Carlo Restaurants, Marcello Distefano to speak about the restaurant group’s current and future portfolio, how it has reached this position and where he feels the future will take them.
San Carlo was established three decades ago in 1992 when Marcello’s father and company Chairman Carlo Distefano, launched his first eponymous restaurant in Birmingham’s Temple Street, a humble 20 table restaurant. Back then, they were the only restaurant on the street and Carlo’s vision was to open a high-end trattoria in a contemporary setting that had great food that anyone could afford to enjoy.
Celebrities, sporting stars and loyal diners soon made the site the restaurant of choice and before long Carlo realised he had a successful idea on his hands. Four years later the Bristol site arrived, which was swiftly followed by Leicester at the end of the decade and then Manchester which has become a company flagship.
While over time the restaurant portfolio has grown and evolved to suit each individual site in which they open, San Carlo remains the jewel in the San Carlo Restaurants’ crown.
Speaking about the last couple of years, Marcello explains that it has been extremely tough for the business on an operational level. “Through the Covid-19 period we had to be agile and prioritise operational capabilities over growth. While this has tested our resilience, we have come out of this stronger, wiser and our growth plans are back on track with two new UK openings and three overseas.”
Today San Carlo’s restaurant portfolio consists of 24 sites across the UK, from Manchester, Liverpool, Leeds and Birmingham to Bristol, Leicester and London. Outside of the UK, the company has seven international franchise sites spread across Bangkok, Bahrain, Qatar and Saudi Arabia.
In the past 12 months the company launched two new sites, with one revealing a fresh concept which was Isola by San Carlo at St Christopher’s Place in London which is an Italian brasserie and bar inspired by their Sicilian heritage. This was then followed by the unveiling of San Carlo Cicchetti at 6 Hans Road in Knightsbridge, adjacent to Harrods. The Cicchetti Knightsbridge location follows the success of their existing Cicchetti concept which continues to thrive in Manchester and at Piccadilly Circus and Covent Garden in London.
London, UK
In the years to come San Carlo Restaurants is set to expand on an international scale with the opening of Signor Sassi Dubai, Cicchetti Miami and Cicchetti Khobar, Saudi Arabia with additional locations in the pipeline.
As they look to continue global expansion, the areas they see as key potential growth areas are the US and Asia, especially following the recent opening of Isola in Bangkok and with Cicchetti Miami on the way and they hope these are just the beginning of their footprint in these territories.
When speaking about what the company does to maintain its market position, Distefano says that they are not about being cutting edge, instead they are constantly evolving, researching authentic regional recipes whilst ensuring quality remains a constant.
“We ensure customers have a ‘real’ experience. Classic hospitality is something that is being lost in a world of concept driven restaurants. When a guest receives exemplary, personal service, from front of house to servers, it helps create a special, memorable experience.”
London, UK
With social media and e-commerce playing such pivotal roles for many companies today, both are key areas for San Carlo’s marketing and digital strategies. They are continuously looking to innovate and create industry leading content which brings their brands to life and engages and grows their community of new and repeat guests.
“We review our digital offer regularly and will introduce new technology where practical across the group. The current emphasis has been on ensuring our guests have the best possible digital experience with us ahead of reaching the restaurant. We continuously monitor customer behaviour and make enhancements where needed,” Distefano explains.
Like social media, the topic of sustainability is always ongoing, and this is something the group is very conscious of. Moving forward, they are looking to set out a ten-year sustainability plan and have made small inroads so far, but this is just the beginning and they are aware they have a long way to go but are entirely committed to reaching their goal.
London, UK
Whilst speaking about some of the reasons the company has enjoyed such success, Distefano says a key aspect is that they understand their guests and that it is not just excellent, consistent food that matters, it is the entire experience. He feels it is about great people, great food and great ambience, he explains that San Carlo is here to facilitate good times, whatever the occasion.
“San Carlo is more than a group of restaurants dedicated to quality food and exemplary service. We are a group of individuals committed to the common goal of making fond memories for our guests and ourselves, elevating the standards and expectations of the restaurant industry and developing a secure and ideal work environment,” concludes Distefano.
