High-end, London-based restaurant group Manicomio has taken a creative approach to navigate the COVID crisis and government lockdowns. They pivoted by introducing both delivery and collection services through a Flipdish-powered app and getting our online ordering system embedded on their website. They’ve also promoted this strongly with our marketing services, reaching a whole new customer base in the process.

“Flipdish has been fantastic in enabling us to reach out to people who, potentially, we may have missed in the past. It’s helped us improve our customer base to a wider demographic and we’ve definitely seen an influx in younger diners,” says the group’s Executive Chef Tom Salt.

Flipdish Case Study DOUGH

Luxury restaurant group Manicomio reaches younger demographic

with collection and delivery powered by Flipdish

Manicomio is a group of high-end Italian restaurants in London, which has made the move to Flipdish during 2020. With their first restaurant located in the stylish and wealthy area of Chelsea, they have now expanded to three sites in total.

All three restaurants are in the English capital – the original Manicomio in Chelsea, another one at Gutter Lane in the city, as well as Canto Corvino in Spitalfields. Their illustrious, buzzing location has clearly been a big factor in their favour over the years – while an excellent menu and high-end premises are also major selling points.

They offer high-class food and drink, with modern Italian cuisine to the fore and a big emphasis on seasonality. Their menu includes a range of antipasti and pasta-based dishes, as well as sandwiches, snacks and sides, and a large selection of wines.

“Our menu showcases the very best of British and Italian ingredients, with fresh pasta handmade on site every day…Our extensive wine list spans both the old and new world, with a particular focus on Italy,” says their website.

We recently spoke to the group’s Executive Chef, Tom Salt, who told us more about their background and ethos.

“Fifteen years ago we started in Chelsea and we’ve expanded to the three sites that we currently have. They’re Italian restaurants – we’ve moved on to using more British produce, but still maintaining the Italian ethos with simple, fresh, good food,” he said.

About Manicomio

Business type: Restaurant group

Location: London, UK

Number of restaurants: 3

Website: www.manicomio.co.uk

Cuisine type: Italian

Started with Flipdish: 2020

Check out their full online menu here

Flipdish Case Study Manicomio Flipdish Case Study Manicomio

“We’ve been using Flipdish for about six months now. One of the great things about Flipdish is having this app that they’ve created for us. It has all of our branding, and it has enabled the customer to order their food and come and collect it”

Tom Salt
Manicomio Executive Chef

 

 

 

 

Ramping up digital offering with Flipdish in 2020

Although they’ve very much operated as high-end dine-in restaurants over the years, Manicomio had to face the challenges of 2020 and enforced COVID-19 lockdown measures like everybody else in the restaurant sector.

As the crisis took hold and dine-in services were curtailed early in the year, they decided to ramp up their takeaway offering – something of a creative and novel departure for such an upmarket hospitality business. However, this is actually part of a wider trend internationally. We’ve seen many high-end restaurants pivot quickly and successfully towards online ordering with Flipdish during the crisis.

The Manicomio group now offers both delivery and collection services through a Flipdish-powered app and our online ordering system embedded on their website.

Tom explained how this has greatly enhanced their ordering options, especially as the app is complete with Manicomio’s own distinctive branding, allowing customers to access them and order easily by mobile.

“We’ve been using Flipdish for about six months now. One of the great things about Flipdish is having this app that they’ve created for us. It has all of our branding, and it has enabled the customer to order their food and come and collect it. It has also helped with queuing issues,” he said.

They also have an integration with a Flipdish delivery partner in place, meaning that side of the operation is taken care of seamlessly.

“For delivery, we have an integration with another company, who send couriers to come and collect the food and have it delivered to our customers,” added Tom.

And he’s been impressed by the Flipdish portal’s usability from the restaurant’s side of things, where it’s easy to customise and update the menu.

“We’ve found it very easy to manage on a day-to-day basis. We’ve been able to customise it. I love the fact that you can have the portal on your phone and I can upload new dishes, change dishes and add photos very very quickly and easily,” he said.

Flipdish Case Study Manicomio Flipdish Case Study Manicomio

Driving more sales with Flipdish marketing services

Continuing with the spirit of creativity, Manicomio has also tapped into our Managed Marketing services to promote their online offering. They’ve actually reached a whole new customer base as a result, with the marketing initiatives and digital ordering options appealing to the younger cohort.

“We use the (Flipdish) marketing team to help promote the restaurants. We’ve been able to use social media and Google to reach out to people who we wouldn’t have been able to reach in the past. We’ve run a few marketing and discount options, which have proved very very successful. It has definitely helped drive sales,” explained Tom.

“Flipdish has been fantastic in enabling us to reach out to people who, potentially, we may have missed in the past. It’s helped us improve our customer base to a wider demographic and we’ve definitely seen an influx in younger diners – people using the app for collection and delivery. It’s just given us another string to our bow really,” he added.

Adjusting effectively in crisis

It’s interesting to see a very traditional, upmarket restaurant business such as Manicomio adjust and pivot to online ordering and takeaway during the crisis of 2020. It has allowed them to develop new streams of revenue and continue serving loyal customers during this very challenging period – and even find a base of new customers in the process.

Their story is a great example to others of how this can be done, by taking an innovative and proactive approach. And from our perspective, it’s great to play a part in Manicomio’s story as they enhance their digital capabilities and build for a brighter future in the months and years ahead.

“Flipdish has been fantastic in enabling us to reach out to people who, potentially, we may have missed in the past. It’s helped us improve our customer base to a wider demographic and we’ve definitely seen an influx in younger diners – people using the app for collection and delivery”

Tom Salt
Manicomio Executive Chef

Watch Tom talk about how the Manicomio group has used Flipdish to develop new income streams and attract new customers: