Baffito’s Bar & Pizzeria opens in Warrington, 10 sites planned by 2014
The chain is targeting provincial towns, fuelled by £3m of the owners' funds available in addition to support from the bank. Three more sites are planned to open by the end of 2012.
“We have a really high confidence in this and we think it will be a great success,” Peter Thompson, Baffito’s managing director, told BigHospitality. “Warrington has outstanding demographics. If you were to open in London, the real estate prices and property prices would have meant that you’re taking a much bigger risk. But people have a much higher disposable income here.
“We’ve already had several offers in for more potential sites. One of the biggest barriers to expansion in this business is getting hold of the right real estate. We’re looking for fully licensed premises in high street, town centre locations, and ones that have parking.
“We very much hope that we will eventually open in London, but we want to come to the capital with a tried and tested and proven business model.”
Baffito's Warrington, which opened last Wednesday, is overseen by general manager Craig McGarvie. Amanda Matchett heads up the restaurant, while bar manager is Jake Davidson.
Social media and branding
Thompson revealed that, given the current financial backdrop, the proactive use of social media and a strong emphasis on creating a unique and authentic branding are important aspects when launching a new bar and restaurant.
“Social media is crucial,” he said. “You can’t get past Twitter and Facebook for this type of business. Warrington Wolves rugby club are going to get their 8,000 Twitter followers to follow us, so we will build a big Twitter presence very quickly.
“I think it’s vital that customers feel some empathy for the company and to create a social media relationship with people and a strong, unique brand is business-critical.”
The brand’s invention has been managed by SB Studio. Benji Holroyd, director of the design agency, said: “We were delighted to be awarded this work and like the brand, we've had a lot of fun playing with it.”
