Carluccio’s serves up new website and 'Honestly Italian' brand positioning

Carluccio’s has introduced a new website and ‘Honestly Italian’ strapline as it looks towards providing a best-in-class digital experience for customers.

The high street brand worked with Delete on the fully responsive site, built on Kentico’s all-in-one content management solution, which allows customers to find and book restaurants, explore menus and purchase items from the online store.

The website project forms part of a larger digital strategy for the business and represented an opportunity to refresh its brand positioning. Working closely with the Carluccio’s team Delete developed the ‘Honestly Italian’ positioning as well as a digital communications strategy and a suite of crafted brand content which includes photography, illustration and copywriting.

“Carluccio’s is a great restaurant brand with big ambitions to be better. 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,” explained Delete executive creative director, Damon Mangos.

“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.”

Alison Dilley, Carluccio’s head of marketing, praised Delete’s “balanced approach to our website” with creative execution and user experience given equal weighting.

Delete will continue to work with Carluccio’s delivering a range of on-going brand, search, CRM, campaign and digital marketing services.

Get The Drum Newsletter

Build your marketing knowledge by choosing from daily news bulletins or a weekly special.