​Vapiano Aims for Significant UK Growth

​Vapiano Aims for Significant UK Growth

Posted by Emily on 21st Feb 2024

Vapiano, the esteemed Italian dining group, plans to expand its UK footprint significantly. The company, known for its inviting pizza and pasta offerings, currently boasts five locations across the country, including four in London and one in Manchester. Since its inception in Germany in 2002 and its subsequent UK launch in 2008, Vapiano has faced its share of challenges, notably entering administration in 2020, which resulted in the closure of several locations. However, a resurgence was marked by opening a new restaurant in Paddington in 2022, ending a four-year pause in expansion.

Photo Source & Copyright https://vapiano.com

Recent performance indicators are promising, with Vapiano reporting a 14% jump in UK like-for-like sales for December, alongside a 6% increase in transactions across all sites. This growth underscores the brand's recovery and sets a positive tone for its expansion aspirations. Vikki O'Neill, Vapiano's global marketing director, expressed confidence in the company's strategy, highlighting the UK team's readiness and the strong support backing their growth plans. "The ambition and support are firmly in place. Our focus now is on identifying prime locations and finalising deals," O'Neill stated.

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In addition to its expansion efforts, Vapiano has launched the 'Vapiano Lovers app, a new customer loyalty program designed to reward frequent diners and foster a deeper connection with its customer base. This digital initiative reflects Vapiano's commitment to innovation and customer engagement, aiming to enhance the dining experience while promoting sustainability and responsiveness to customer needs.

"We are thrilled to introduce the Vapiano Lovers app and embark on our digital transformation journey," O'Neill added. "This initiative not only allows us to express our gratitude to our loyal guests but also serves as an effective platform for communicating about upcoming events and key initiatives, including our focus on sustainability."

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