Vapiano looks to double its UK presence

The pizza-and-pasta focused business currently operates four restaurants in London and a further site in Manchester. 

Founded in Germany in 2002, Vapiano launched in the UK in 2008​​ and got close to double figures but fell into administration in 2020 leading to the closure of around half its estate. 

In 2022, Vapiano launched a site in Paddington following a four-year expansion hiatus. ​​

Vapiano last month reported a 14% increase in its UK like-for-like December sales, with all of its sites generating double-digit like-for-like sales growth and an overall 6% transaction increase. 

“We’ve got the structure in our UK team and backing to be able to start growing the market. For us it’s about looking forwards, looking at the areas, looking at the markets and working out the best move,” says Vapiano global marketing director Vikki O’Neill. 

“The ambition is there, the backing is there, it’s just a question of finding the locations and getting the deals through.”

Vapiano recently launched a new customer loyalty scheme which rewards regular visitors with points. 

The Vapiano Lovers app also allows the group to market special offers and stay in touch with its customers. 

“We are so delighted to have launched the Vapiano Lovers app and kickstart our digital transformation. This loyalty scheme allows us to thank Vapiano guests for their ongoing support over the years,” O’Neill adds.

“The club will also act as a great communication tool where we can share news about our upcoming events, and other areas that are important to our customers, such as improving our sustainability, and aiming to best accommodate our customers’ at all times.”