Speaking at Restaurant’s R200 conference earlier this week, James Brown, CEO of Prezzo Italian owner Brava Hospitality, said the success of the ‘first-of-its-kind’ deal had left him keen to explore the possibility for other subscription offers and opportunities in the future.
He added that it wasn’t clear how high the number of signups could go, but suggested the group was looking to reach between 10,000 and 15,000.
Launched last month, the subscription is priced at £1.99 per month or £19.99 for the year and entitles up to three children to a free three-course meal with the purchase of one full-priced adult main.
Prezzo has said the deal, which is redeemable for one visit per day, with unlimited visits throughout the year, could save families nearly £1,500 per year.
While only one adult main needs to be purchased for the offer to be applicable, Brown said the subscription has been popular with families of all different sizes and is driving both spend and repeat custom.
“We really had to fight to find the right model,” he explained when discussing the development of the offer.
“It’s £1.99 because if you don’t go to Prezzo for two months in a row, it still feels like good value when you do use it. It means we’ve still got a chance to be winning your custom in future months.”
Significant changes
Brown has made significant strides since joining the Prezzo business in October 2024.
In May last year the brand relaunched as Prezzo Italian; a change that kickstarted a refurbishment programme of the group’s estate.
As part of the overhaul, Prezzo’s holding company was renamed Brava Hospitality to support future acquisitions and muti-brand development.
The move has already proved successful. In its recently published financials for 2025, the group reported revenue of £100.2m over the year, up from £92.6m in 2024, with full-year like-for-like (LFL) growth of 8%, rising to 8.2% in December amid ‘sustained momentum into the final quarter of the year’.
Adjusted EBITDA, meanwhile, rose by more than 300% to reach £2.8m (2024: £0.6m).
Earlier this month Brava added to its portfolio with the relaunch of Jamie’s Italian in the UK, which it opened in Leicester Square in partnership with Jamie Oliver Restaurants.
