Carluccio's Serves Up New Website and Brand Positioning.
Global high street restaurant brand Carluccio’s recently launched its new website and “Honestly Italian” brand positioning.
The new site, created by Delete, is the first phase of the company’s focus on providing a best-in-class digital experience for its customers. The fully responsive website, built on Kentico’s all-in-one content management solution, allows customers to find and book restaurants, explore menus and purchase items from the fine selection of Italian products in store, all within a seamless brand experience.
For Carluccio’s, the website project was part of a larger digital strategy for the business and represented an opportunity to refresh their brand positioning and reclaim their place as the original Italian restaurant on the UK high street.
“Delete had a balanced approach to our website project which placed equal importance on the creative execution of the brand and creating a great user experience,” said Alison Dilley, head of marketing at Carluccio’s. “The new Carluccio’s website truly delivers on both.”
Working closely with the Carluccio’s marketing team, we developed the “Honestly Italian” brand positioning, a digital communication strategy and a suite of crafted brand content which includes photography, illustration and copywriting - designed to celebrate Carluccio’s unique Italian inspired style, authenticity and heritage.
“Our goal, working with their internal marketing team, was to help Carluccio’s to become a better digital business. We were able to encourage Carluccio’s to make a bolder statement of who they are. Honestly Italian is the expression of a philosophy that Carluccio’s is already living and breathing - they just needed a better way to present it.
“By re-establishing this point of authenticity and differentiation we hope to reposition Carluccio’s in the ‘digital’ high street and present an emotive and compelling expression of their brand to both new and established customers. Ultimately it’s a site that should make you feel hungry, compel you to book a table and give you a sense of who Carluccio’s are - Honestly Italian.”
With the site launched, our focus moves to a retained relationship with Carluccio’s, delivering a range of ongoing brand, search, CRM, campaign and digital marketing services to drive traffic and build customer relationships.