As the UK’s original pioneering Italian Restaurant chain, Carluccio's have been successfully serving up great quality, authentic Italian food since 1999. They required a full Digital Strategy overhaul and website rebuild to establish their desired brand positioning as a contemporary Italian restaurant and food retailer.
We delivered a re-vitalised digital presence and ‘Honestly Italian’ brand positioning based on the promotion of an authentic Italian way of doing things. As part of a wider digital strategy, we created a new fully responsive website, allowing customers to easily find and book restaurants, explore menus and purchase items - all within a seamless brand experience.Visit site
The core aim of our digital strategy was to provide customers with a taste of the authentic and contemporary dining and shopping experience they could expect at Carluccio’s restaurants. Our key goals were to:
- Drive more online restaurant bookings.
- Deliver a refreshed brand essence.
- Increase organic search rankings for all restaurants and key territories.
- Capture customer data to further grow CRM communication.
‘Honestly Italian’ was created to broadcast Carluccio’s authentic connection to Italian cooking and culture.The photography in particular strongly resonated with the main pillars of Carluccio’s brand values. These included firm emphasis on the experience of dining, the food itself and Carluccio’s rich heritage.
The Little Things.
Our ‘Honestly Italian’ typeface and illustrations were created in a hand rendered style, without over complication or embellishment to further reiterate a simplistic approach.
A modern user interface, catering to Italian food lovers.
User experience for the site was built to facilitate a seamless customer journey across all devices with full functionality. The main premise was to keep Carluccio's restaurants and menus at the heart of the site’s focus, with clear signposting to both. Users are able to easily view menus, locate restaurants and see latest offers. There is also quick and simple restaurant booking service accessible from anywhere on the site.
The new site has not only transformed the company's visual digital identity, but also showcased the restaurant's unique and authentic feel, whilst enabling effortless restaurant booking and online purchases.
The user interface was designed specifically to mirror the style of the modern Milan Café culture. We pulled various typographic styles from classic Italian packaging design and developed a UI colour palette more closely aligned to the instore experience, using warmer tones and lead to a much more inviting design.
We used Kentico EMS as our central platform of choice to take advantage many of the inbuilt features, as well developing custom web parts for specific requirements. We used Kentico commerce to power the online store.
- Two-way integration between Kentico and Sage ERP.
- Custom web part for taking online table bookings and passing them through to the LiveRES table booking platform.
- Custom payment gateway to integrate Kentico with the Secure Trading payment system.
Delete was responsible for the complete overhaul of the website search architecture designed to increase organic visibility in targeted UK regions.
Visibility of the website in organic search engine results improved for all target UK locations with the website now featuring in top spots for all target search terms, such as “Italian restaurants Newcastle”, “Italian restaurants Harrogate”, “Italian restaurants Islington” etc.
- Organic traffic increased by 112.27% as a result of careful SEO-centric development of the new website.
- Goal Completions from organic traffic increased by a staggering 120.71%.
The new website performance has been impressive from the moment the new website was launched.