At a glance
- Prezzo Italian is expanding for the first time in five years, starting with a new restaurant in Edinburgh followed by another in Rugby.
- The Edinburgh site is located in a former Gusto Italian location, and Prezzo has offered employment to the former Gusto staff on equal or better terms.
- The expansion and rebranding efforts, including a new name and menu, are part of a strategic initiative to revitalise the brand.
The Cain International-backed casual dining group will open its first new restaurant in five years later this month in Edinburgh, taking over the Gusto Italian site that closed last week as part of a pre-pack administration process.
Prezzo says it has engaged with the former Gusto team who were made redundant and offered them employment ‘on the same terms or better’, with at least 16 staff members set to return.
The Edinburgh restaurant will be followed with an opening in Rugby in September, which will see the group relaunch the site in the Warwickshire town that was one of 46 it closed in 2023 as part of a wider strategic review of the business.
“This is a hugely exciting moment for Prezzo Italian, as we look to open our first new restaurants in five years,” says James Brown, CEO of Prezzo Italian.
“Opening new restaurants in Rugby and Edinburgh is a real statement of intent and shows the commitment and confidence we have in our brand.”
It comes after Prezzo revealed a ‘bold new brand identity’ in May that saw the group’s name change to Prezzo Italian and the introduction of a refreshed menu.
The group has also launched a wide-ranging restaurant refurbishment programme as part of the rebrand featuring a softer colour palette alongside new tables, chairs, crockery, drinkware, and artwork.
It is aiming to refurbish up to 20 of its 95 restaurants with the new branding by the end of the year, with a further 40 set to be overhauled in 2026.
Prezzo says the rebrand is already contributing to a ‘strong business performance’.
The group reports that like-for-like sales in Q3 of this year have so far grown 11%, which it attributes to the brand overhaul and the impact of its recently launched Club Prezzo loyalty app.
So far four locations have received the new Prezzo Italian look and are performing ‘ahead of expectations’, according to the group, delivering average growth of 60% or more compared to the prior year.
“We are seeing fantastic results from the investment we’ve made in our restaurants and teams, and there is a renewed energy across the business,” Brown continues.
“With double-digit sales growth and a pipeline of opportunities ahead, we’re building a stronger, more relevant Prezzo Italian for the future.”
Restaurant editor Stefan Chomka recently weighed in on whether Prezzo’s rebrand can revitalise the embattled casual dining concept. To read the full comment piece, click here.