Carluccio's rolls out virtual dining
Offering diners virtual reality to mark the brand’s new menu.
Over fifty thousand pairs of virtual reality glasses will be given away across the group’s 100-strong UK estate. Diners trying updated dishes such as the Carluccio’s seafood linguine – now with bottarga – will find themselves transported to Taormina, Sicily for an al fresco dining experience overlooking the island’s coastline using the virtual reality glasses.
The new menu, developed alongside Antonio Carluccio, features over 50 changes reflecting the evolving tastes of consumers and complementing the rollout of the ‘new generation’ stores and updated brand signatures, announced earlier this year.
The first restaurant to be made-over was Spitalfields in May followed this month with a half million pound refurbishment of the brand’s flagship store in Covent Garden. Two ‘new generation’ stores will open in Derby’s Intu Centre and Southampton’s West Quay early next month with a further 10 existing sites being transformed within the next 12 months.
Carluccio’s CEO Neil Wickers said: “The introduction of a significant menu change, the launch of new generation stores and updated brand signatures are a monumental step in Carluccio’s evolution. Our approach to eating out has changed dramatically since the inception of the brand 17 years ago and is no longer just about the food. Today, diners are looking for an experience above all else and by embracing new technologies such as VR, we are confident that Carluccio’s will remain as relevant today as the brand was in 1999."
