International Italian dining chain Carluccio will enter the grab and go market this February with the launch of a new brand called ‘Via Carluccio’s’.
The concept is a quick-service variation of the brand, offering restaurant quality food for people on the move. The first eatery will open on Tottenham Court Road at the end of next month.
Trading from 7am through to early evening and leveraging the brand’s expertise in sourcing the best Italian produce whilst showcasing Antonio Carluccio’s recipes, the menu features a range of breakfast and all-day items alongside Carluccio’s two bespoke signature blends of coffee; rich or smooth.
The interior by Design LSM will adopt a simple yet bold and minimal palette made up of concrete, leather and wood to reflect the simplicity and quality associated with the Carluccio’s brand. Colour and heritage comes courtesy of tiles inspired by the late Italian designer and architect, Gió Ponti. Seating is minimal with eight covers inside and 10 outside.
Neil Wickers, CEO of Carluccio’s, confirmed the company will look to roll out the concept to multiple sites. “Part of our further UK growth strategy and US expansion, is to create a new scalable concept – one that complements and reflects the ethos of Carluccio’s. This is a natural brand extension for us – we have proven retail formats in all our restaurants and our existing larger grab-and-go counters in Canary Wharf and Market Place are hugely successful.”
The brand has been developed in collaboration with Antonio Carluccio and is inspired by his experiences travelling as a young man.
He said: “When I was growing up in Italy my father was a station master and we often travelled across the country by train. In those days there were no buffet cars but on the platform you could buy cestino di viaggio (literally baskets for travelling) featuring a wonderful array of fresh bread, hams, olives and cheese – Via Carluccio’s brings my experience of real Italian food on the move to London.”
The company, which currently has 115 restaurants will look to open additional Via Carluccio’s in London over the next 12 months.