From out-of-town tavern to starred restaurant, Easter is important again for restaurant takings

Four Season Milano

"Fortunately, given the central location in the city, we often work at full capacity during the year for both lunch and dinner. Basically, Easter, as a specific day and as a whole week, does not bring substantial benefits to the till, although this year marks the beginning of a steady flow of tourists to Florence," says chef Fabio Nistri of Degusteria Italiana.

Degusteria italiana, Firenze

"Ever since the restaurant opened its doors, 14 years ago, Easter punctually marks our return and is the moment when we rekindle the fire in the kitchen, reopen the dining room, and return to recounting the territory through our dishes," says the chef Francesco Nunziata of Castello di Fighine di San Casciano dei Bagni, in the province of Siena. "For Fighine, Easter is both symbolically and economically the official start of the season.

"Easter at Rosewood Castiglion del Bosco is a moment of authentic conviviality, a special occasion for our guests to experience the most genuine atmosphere of our medieval village," says Nicola Migheli, managing director of Rosewood Castiglion del Bosco, in Montalcino, in the province of Siena. "The celebrations begin on Saturday evening, when the lights of the main avenue are switched off to create a magical candlelit evening, accompanied by live music. Sunday continues with a large convivial table in the heart of the resort, amidst Tuscan traditions and the wines of our estate, prepared by our two-star Michelin chef Matteo Temperini. The response is always very positive, both from international guests and the local community. Year after year, the initiative proves to be more and more popular, helping to naturally strengthen the bond with those who choose to return and to arouse the curiosity of those who wish to discover us for the first time. It is also thanks to these moments that the entire facility registers an ever-increasing participation during this time of the year'.

"The Easter period has a lot of relevance, it is an event that has always impacted on revenue generation by the short-stay customer segment, but there are several variables to consider. But there are several factors to consider, such asthe weather and the dates on which it falls each year. When Easter is very close to the 25 April and 1 May bridges, as is the case this year, there is a drop in impact as customers have more travel opportunities to take advantage of. 'Historically, we have had the best results in years when Easter falls further away from the bridges at the end of the month,' says Chef Giuseppe Mulargia of Ristorante Le Spighe at the Grand Hotel Palatino in Rome. A key element of the restaurant's strategy for the Easter period is the offer of a dedicated menu, which brings both operational and economic benefits. This offer makes it possible to index the offer on the major search engines, optimise the workforce and maximise the positive impact of the event. Besides improving internal management, a thematic menu also helps to boost room sales. By creating a complete travel idea, you stimulate the upper end of the conversion tunnel, encouraging the booking not only of tables, but also of hotel rooms".

"For us Roman neighbourhood restaurateurs, Easter always depends a lot on the weather: local customers leave the city if the weather is clear,' says Daniele Quattrini owner of Madeleine. For the Easter menu we present three traditional dishes at an affordable cost and then we also maintain the à la carte menu, with no price increases: that is why for us Easter is a day like any other from the point of view of turnover'.

"We have opted to propose a tasting menu for Easter and Easter Monday because we strongly believe in respecting traditions and events like these should encourage conviviality. Our clientele is also made up of families and, for us, knowing in advance how much they will spend at the end of the meal will help them make more targeted assessments," says Dario Montano, patron of Belloverde in Rome. A further incentive will also be the menu we have devised for children, at a reduced cost and with dishes suited to their tastes. Offering a tasting menu is also good for the internal budget of our business. It helps us manage food costs and reduce food waste. These types of events have a positive impact on the economic picture because they raise the price of the average cover charge and generate higher takings, and it is good that Belloverde always sells out on these occasions.

"The Easter lunch is an important appointment, especially because it is designed for a clientele that is now familiar with our cuisine and chooses us continuously throughout the year. In terms of the economic balance of this appointment, however, I can say that the Easter lunch does not represent a great moment of profit for the business, despite the commitment and the many hours of work required to prepare it,' comments Fabio Dodero, chef and owner of the Metis restaurant in Rome. Despite this, however, we choose not to increase prices, because for us the priority remains to offer our customers an experience that lives up to their expectations: it is a way of saying thank you and to return, even on special days, the trust that is placed in us every day'.

Mirabelle, Roma

"This year, the Mirabelle, panoramic restaurant on the seventh floor of the Hotel Splendide Royal, changes approach: we have chosen not to propose a fixed menu as in past years," says executive chef Stefano Marzetti, "but to build a more multifaceted offer, the result of the dialogue between the Mirabelle kitchen and the Adèle terrace on the eighth floor. A decision that responds to a careful reading of the new consumer behaviour during the festive season: while Easter evokes conviviality and light-heartedness, often in the open air, for many it remains an occasion for recollection and refinement. So, while Adèle's terrace hosts a brunch in full Easter style, with cured meats, cheeses, lasagne, lamb and traditional homemade desserts, Mirabelle's dining room enriches its menu with revisited dishes, designed for those seeking a more intimate and creative experience. This double proposal allows the establishment to respond to a diversified public, expanding the customer base and confirming versatility as a strategic lever in a context in which the personalisation of the gastronomic experience is increasingly central".

For chef Giuseppe D'Alessio, executive of Settimo Roman Cuisine & Terrace , restaurant of the Sofitel Roma Villa Borghese, Easter - like every religious holiday - is first and foremost a moment of family reunion. And it is precisely this vision that led to the decision to propose not an Easter menu but a convivial brunch, designed to celebrate the pleasure of being together in freedom. "A format that reflects the open spirit of Rome and meets the taste of both Italian guests - who account for 50 per cent of the attendance during the holidays - and an international clientele in search of authenticity and hospitality. The 'Roman lunch' formula, which can be enjoyed every day, has generated a strongly positive impact as more and more Romans discover Settimo during the week and then choose it as the ideal place to celebrate different holidays".

For Easter, Roberta Esposito, owner of La Contrada di Aversa - has decided not to open Marita, her first Roman restaurant. "In a context like that of Corso Francia (where the restaurant is located), where the festivities see a natural emptying out of the neighbourhood and a focus on more traditional family tables, keeping the business open would mean forcing the positioning of a product designed for a more relaxed conviviality. A proposal such as the iconic Campania pizzaiola tonda, however identifiable and refined, would not fit well with the Easter lunch format. Hence the decision to optimise resources and costs, in line with an entrepreneurial vision that favours operational sustainability and respect for the timing of demand'.

"From an economic point of view, Easter represents a key passage: on the Coast it coincides with the real start of the season and the return of the first significant tourist flows. It is at this moment that we begin to understand the pulse of the year,' says chef Alfonso Crisci, executive chef at Club Due Torri in Maiori. My cuisine speaks of tradition, territory, and flavours of the memory. On the occasion of Easter, we wanted to build a clear, identitary offer at Bistrot Donna Emilia with a dedicated menu. A different choice, on the other hand, for the Oltremare restaurant, the gourmet restaurant, where the cuisine, based on seasonality and creative interpretation, does not include thematic variations for the occasion'.