Freestanding kitchens uk
14 unfitted kitchen ideas and designs |
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(Image credit: Future)
There has been a rise in incorporating freestanding kitchen ideas into modern designs.
While fitted kitchens are unlikely to ever go out of style, there has been a gradual move towards more relaxed-looking kitchens.
Freestanding kitchens range from fully unfitted spaces to single pieces, such as a standalone pantry cupboard or island on wheels so they can move as your needs change, and even move homes with you.
Not only is a freestanding kitchen more affordable than a traditionally fitted one, it's an easy way to update an existing one.
And if you're looking for kitchen ideas with character and personality, adding freestanding elements will take the space from looking functional to fantastic.
Freestanding kitchens can be fully fitted, too, but with an unfitted look that gives you the best of both worlds: an efficient use of space and a relaxed feel. Here, we explore all the options.
1. Opt for a farmhouse table
(Image credit: Plain English)
When planning a kitchen, it is always very tempting to go for a kitchen island if you are fortunate enough to have the space for one. But far too often, islands can feel like a monolithic obstruction in the middle of the room.
However, you can take a different approach to typical kitchen island ideas: a farmhouse table. 'This can be all it takes to prevent kitchens feeling too fitted, while also proving extremely useful,’ says Merlin Wright, design director, Plain English .
‘The addition of any freestanding piece is an opportunity to add texture and variety as a counterpoint to the kitchen’s fitted cupboards, be they vintage, antique or very crisp and modern; all add interest and personality.’
2. Adopt a fully unfitted look
(Image credit: Michael Rygaard)
A fully freestanding kitchen has several benefits, starting with transportability.
Taking it with you when you move makes the initial investment more attractive, so this could be the perfect option for people who rent in particular.
As the cabinets are not physically attached to walls or floors, they can also work in properties where panelling or materials are protected or fragile. Few do fully freestanding better than Copenhagen-based Frama , which makes semi-customizable metal-framed pieces in painted and timber finishes.
This approach might seem ideal for flexible kitchen layout ideas in a large, open-plan space. However, the only elements you will want to move once they are in place are lighter items or those on wheels. Anything else will be unwieldy and/or dependent on plumbing or electrics.
3. Raise your units on legs
(Image credit: Masterclass Kitchens)
Just because an island unit can’t be moved, doesn’t mean it can’t appear freestanding. Elevating the unit on legs allows light to flow underneath, creating an air of portability.
Run power supplies for appliances inside or behind the legs to suspend the illusion. Plumbing can be concealed centrally in deeper island units. Don’t forget, the longer the legs, the less storage you’ll achieve so do balance the design to suit your needs.
4. Mix materials for a luxurious look
(Image credit: Alexander James)
Looking for a high-end, luxurious take on freestanding? This is particularly important in open-plan kitchens where you are combining a kitchen with a living space.
The key when thinking about kitchen styling is to find commonality between each piece, so they match in spirit not precise detail, says Lanserring , makers of this kitchen designed by MWAI.
‘By deliberately mismatching components, each item can be designed with precision as a stand-alone piece. However, when they are curated together the feeling is rich but less formal,’ explains Alex Beaugeard, director of design, Lanserring.
5. Add a splash of color in a neutral scheme
(Image credit: Harvey Jones)
If replacing your kitchen isn't an option at the moment but perhaps you are looking for kitchen color ideas to refresh it a little, a new freestanding piece can add both more storage and a splash of welcome color.
‘Freestanding elements can easily be painted to provide a pop of color and bright focal point in a neutral scheme,’ says Leisha Norman, designer, Harvey Jones .
In the kitchen picture above, a standalone larder in Farrow & Ball’s zesty Charlotte’s Locks stands out against fitted cabinetry in cool Wimborne White. ‘Whether your style is naturally eclectic or more coordinated, incorporating just one eye-catching freestanding piece can make a big impact,’ she adds.
6. Use portable furniture for versatility
(Image credit: Paul Craig)
‘Portable furniture is a helpful way to enjoy extra countertop or storage space as and when it’s needed,’ says George Forsyth, director, Drew Forsyth & Co .
‘A freestanding chef’s table or butcher’s trolley, for example, can be brought in for those busy times, such as when entertaining, then moved out of the way when more floorspace is required.’
For portable kitchen island ideas like this one, request castors with brakes for easy mobility.
7. Add a glass dresser to display personal pieces
(Image credit: deVOL)
‘We’ve definitely witnessed a slow move towards more freestanding kitchens over the last year or so, which, as our roots are firmly based in this look, is pleasing to see,’ says deVOL ’s creative director, Helen Parker.
One of the simplest, and most useful, ways to take your kitchen in a more un-fitted direction, she adds, is by popping a freestanding dresser or larder at the end of the kitchen units.
(Image credit: VIPP)
One design, one color, no fuss and no frills. Freestanding kitchens are generally less complicated than fitted but Vipp ’s modular collection deliberately boils down the complexities of planning for those who find choice overwhelming.
Simply pick and mix from four modules – island, island with breakfast bar, wall and tall modules – add appliances and relax in the knowledge this timeless Danish-built design will last a lifetime.
9.
Fit the same countertop to unify your separate units(Image credit: Very Simple Kitchens)
One downside of an entirely freestanding kitchen is the lack of seamlessly fitted countertops, without crumb-trapping joints between or at the back of units.
Solution one is to sacrifice flexibility in favor of hygiene by fitting worktops across multiple freestanding units. Or you can make the separation feel purposeful by leaving a generous, cleanable gap, as shown here.
Add a generous island unit or butcher’s trolley to spread out while baking.
10. Create separate working zones for more efficiency
(Image credit: Bulthaup)
Inspired by a carpenter’s workshop, bulthaup ’s b2 range consists of three standalone modules: a workbench, tool cabinet and appliance cabinet.
‘The beauty of this modern zoned set up lies in its incredible efficiency when cooking,’ explains Alex Saint, design manager, Kitchen Architecture .
‘For example, the tool cabinet hosts an impressive array of pans, utensils and glassware, making gathering everything you need a one-trip task.
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11. Source vintage furniture
(Image credit: VSP Interiors)
This unique space was a collaboration between interior designer Henriette von Stockhausen at VSP and bespoke kitchen specialists Artichoke. It features a pair of hefty oak preparation tables, which have an air of portability and so appear more like decorative furniture than functional pieces. Above each table is a four-arm chandelier from Circa Lighting.
12. Introduce clever color combinations
(Image credit: Nicola Harding)
Contemporary details combine with a classic design sensibility in this kitchen by interior designer Nicola Harding. She colored Plain English kitchen units in Summerset Mauve by Pure & Original and the island in Post Modern Mauve; this two-tone approach emphasizes the freestanding feel of the space. The walls are in Farrow & Ball’s Setting Plaster. ‘It works for any light level, any time of day, any time of year. Calm, warm, fresh, comforting,’ says Nicola.
13. Mix materials
(Image credit: Alexander James)
Tom Cox of HÁM interiors redesigned a cottage, adding a spacious kitchen in a vaulted barn extension. ‘For us, kitchens should include elegant pieces of furniture to add depth and interest,’ he says. ‘This custom-built island is made from sycamore, marble and copper.
14. Go for a look steeped in history
(Image credit: Max Rollitt)
Interior designer Max Rollitt collaborated with Plain English on this pantry in a Georgian rectory. ‘The room is given a sense of grounding with my selection of antiques, such as this Spanish table, mixed with Spitalfield cupboards in rich Tuscan Red.
How do I include a freestanding kitchen sink?
It is best to include a kitchen sink in a freestanding kitchen against a wall so that the plumbing can be conveniently and easily hidden.
However, this is not a must: kitchen sinks can be incorporated into freestanding kitchen islands, with the pipework hidden within or behind the legs.
Or drainage exiting straight down into the center of a larger kitchen island, where it can't be seen – except if you were on your hands and knees retrieving something from beneath the island.
Can a kitchen island be freestanding?
Yes, freestanding kitchen islands are an excellent way of adding extra storage and countertop space in a kitchen, whether or not the rest of the cabinetry is fitted or freestanding. Freestanding kitchens can include elements such as hobs, ovens and sinks, with wires and plumbing hidden beneath.
Otherwise, a freestanding kitchen island that incorporates smart kitchen island seating ideas, extra kitchen storage and countertop space can create a fabulous focal point in any kitchen, and act as a useful zoning device in open plan spaces.
If you want true flexibility, and at the other end of the scale, you can make them countertop and storage only, put them on wheels (with brakes) so you can move them about to suit your needs.
Linda graduated from university with a First in Journalism, Film and Broadcasting.
Her career began on a trade title for the kitchen and bathroom industry, and she has worked for Homes & Gardens, and sister-brands Livingetc, Country Homes & Interiors and Ideal Home, since 2006, covering interiors topics, though kitchens and bathrooms are her specialism.
With contributions from
- Busola EvansContributing Editor
Making the case for freestanding kitchens
Decoration
When it comes to kitchen design, we too often opt for something fitted. Instead, the freestanding kitchen can offer so much more
By Serena Fokschaner
Alexandra Tolstoy has a freestanding kitchen in her London home
Paul Massey
Kitchens are part of our social history. Think of the below-stairs, smoke-darkened kitchen of the Georgian townhouse; an out of sight workhorse where exhausted servants slept next to blackened ranges.
The post Second World War years saw the rise of the fitted kitchen designed to house new appliances like the washing machine–emancipatory emblems of a new era. In the 1980s Sloane Rangers installed Agas and folksy, hand-painted tiles in their Fulham terraces to satisfy rural yearnings. By the Noughties, kitchens had become status symbols. Back walls were blitzed and glass extensions bolted on to house designer cabinets and islands the size of lakes for testing out Nigella’s latest. In more sober times, all that glossiness feels unpalatable. Hence the return of the freestanding kitchen: pottery-festooned dressers, trestle tables, glazed cabinets mixed with a few fitted pieces in a low-key pot pourri of styles.
Lockdown also lies behind the shift to the undone look. We spent most of our time in our kitchens; working, eating or bickering with our teenagers over who finished the oat milk or forgot to put the rubbish out. Incarcerated within four walls, we began to think about our kitchens should make us feel.
Suddenly those bashed out, open-plan spaces with their glacial finishes didn’t feel quite so appealing. Warmth, tactility – and a quiet nook to perch with your laptop – that is what more of us are craving.
The environment is another factor. Fitted kitchens can run in to five figure sums, but you can’t take them with you. Estate agents will tell you that kitchens are meant to add value. I have yet to hear of anyone buying a property for its worktops. It is the space that counts. The truth is that whoever buys your home is likely to rip out your kitchen at a later date. The carcasses – often tricky to recycle – usually end up languishing in a landfill. To be clear. We are not advocating that you rip out your hard-won kitchen. But if you are starting from scratch, then a few built-in cupboards with portable pieces – preferably antique or made from natural materials – is a judicious and earth-friendly option.
And there are no rules. Industrial, rustic, Scandi, Downton-esque Edwardiana – it can all work.
One of my favourite kitchens (along with Monet’s joyful, blue and white one at his home in Giverny) doing the Instagram rounds is Belgian designer JP de Meyer’s – a gleaming row of steel units, a curtain-frilled chopping table against candy-coloured tiles sum up the current, free spirited culinary mood.
Patrick Williams' kitchen in Bath
Andrew Montgomery
Designer Patrick Williams, of Berdoulat in Bath, has long ‘preached’ the idea of a space that “feels less kitchen-y, and more like a living room… it’s where we spend most of our time and it feels right to furnish it with furniture that looks as if it has come together organically. We’d never fill our living rooms with pieces from the same shop. So why not the same for kitchens?” he says. “The proportions of fitted kitchens are dictated by the appliances they have to house,” he continues. “For our projects we use pieces chosen to reflect their architectural setting. If you have room, adding paintings or rugs always make a kitchen feel cosier and down to earth.
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Patrick, who named his business after the 18th-century house in France his parents painstakingly restored from scratch (memories of mixing the lime mortar linger on), draws on antiques for his designs: oak tables that do duty as worktops, charming plate racks and dressers are made in a local Somerset workshop. “I compare furniture to a folk song: no one really owns the designs, they are passed down and adapted and tweaked over time,” he explains.
Patrick and his wife live above their shop in Bath. Their kitchen, set in the former 19th-century storeroom, was loosely inspired by the kitchens of great houses – like Lutyens’s Castle Drogo, a mix of utility and beauty – which Patrick, who originally studied Fine Art, has explored over the years. An electric range sits next to a sink with an open pot shelf below and a traditional plate rack above; “It’s an efficient way of storing everyday plates and crockery so they are ready to use.” And of course, “they drip dry so you can avoid the skanky tea towel.
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Even the bin is worth ‘celebrating’: an old tin grain bin (with handy compartments for recycling) its pink surface mottled with a pleasing patina of time. Less aesthetic paraphernalia – the mixer, bowls or Tupperware – are concealed by a ‘hard-working’ glazed screen. “Things can be fairly chaotic but if you hide them behind a screen there is an order to them,” he adds.
Benedict Foley and Daniel Slowik's kitchen
Owen Gale
Designer and antiques dealer Benedict Foley is another free-range advocate. His kitchen, in the Vale of Dedham cottage where he lives with his partner, the interior designer Daniel Slowik, is a jostling mix of ‘barely-fitted’ vivid blue cupboards against sunshine-bright yellow walls. A wonky, painted dresser teems with books, pottery, dangling mugs and ingredient-splattered cookery books. During lockdown, when Daniel took over the cooking, the dresser moved to suit his working methods.
“The cookery writer Elizabeth David’s culinary arrangements are our touchstone for utility and logical beauty. They were workshop-like, with often-used items close to hand. Acres of blank fitted cupboards, in my experience, tend to harbour so many little used of those supposedly labour-saving devices,” says Benedict who has precise views on these matters.
“A pleasing dresser, sometimes hundreds of years old, will still do exactly what it was designed for, housing ceramics and oddments of whatever period you favour. And when you move, rather than abandoning your investment to the whims of someone else's taste, you can take your kitchen with you in the same way you would your paintings and furniture,” he adds.
For her West London house, interior designer Sarah Brown worked with Plain English to plot a space that nods gently to its Edwardian setting. A bank of under counter cupboards, in fresco-pink, line one wall; antique French confit pots, in glowing glazes, sit on a shelf above.
Instead of an island, which would have gobbled up the view of the garden, a convivial ‘chop and chat table’ – designed for doing just that – sits under the window.
For the first floor of a loftily-scaled Grade I Georgian townhouse, Nicola Harding adopted an equally sympathetic approach. A long table with a practical worktop serves as island in disguise: the Arts & Crafts oak table from Howe London with chairs in non-matching colours, sits beneath the sash window. Despite the grand proportions, this is very much a family space. The children’s artwork, specially framed, choruses against walls painted in Farrow & Ball’s ethereal ‘Setting Plaster’, chosen, says Nicola, “because it works at any light level, or any time of the year.”
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A freestanding cupboard in Toby Lorford's kitchen
At Lorford’s in Gloucestershire (the largest antiques emporium in Europe) buyers have their pick of kitchenalia. “I’ve always combined periods and styles in my own home and I love the flexibility and personality of free-standing furniture,” says owner Toby Lorford.
“We often help designers source unusual solutions for kitchens that add uniqueness,” he continues. “Oversized cabinetry, antique shop counters, pharmacy display pieces and drapers’ tables can all be perfect alternatives to built-in storage or island units,” details Toby, whose own kitchen is a cheerful patchwork of finds: a 20th-century French iron table base with a Welsh slate top, or the 1950s metal cupboard with mesh doors for flaunting plates and books.
There is no right or wrong way to mix things says Leila Touwen of London-based kitchen makers Pluck whose low-key, Scandi-ish cabinets are as versatile as a little black dress. “We’ve seen our kitchens combined with Victorian sideboards, art deco lighting, Modernist dining tables, contemporary chairs, artwork from different eras.” Their latest design – its name a tongue-in-cheek nod to rus in urbe hipsterish yearnings – is the Brixton dresser made from London Plane chosen for its gently speckled texture. Inspired by traditional Welsh versions, the customisable design can be painted to suit different settings.
“The joy of a dresser is that it gives you the opportunity to display and decorate. It adds fun. So before you commit to one it’s wise to get your basic kitchen storage sorted,” says Leila.
If you have the wall to spare, Somerset furniture maker Jan Lennon’s Marlstone sideboard is a concert of walnut and rippled sycamore. Tambour doors glide open to reveal shelves with deep drawers for cutlery, bottles or table linen. It would glow against metal, industrial-style under-counter cabinets (try Buster & Punch). At British Standard – Plain English’s sister brand – off-the-peg wooden units, made in Suffolk, open shelving or tall larder cupboards have a Shaker-ish charm. String, Scandinavian post-war pioneer of versatile storage does a neat, below-counter steel shelving unit for pots, pans or trailing house plants.
Pinch London’s kitchen perennials include the Emil dresser, its curved silhouette inspired by antique French farmhouse furniture, with grommets for cable management, or the glass-fronted Joyce.
At The New Craftsman, woodsman Sebastian Cox’s textural, Shake cabinet – made from blackened, split slices of English oak and ash – perches on slender legs; embroiderer Aimee Betts and furniture maker Gareth Neal pooled their skills for distinctive effect on the Stitched Sideboard. But if yours is a galley kitchen barely wide enough to flounce a tea towel in, then a plate rack will add the requisite note: warm, practical and portable.
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Ten kitchens with islands that make cooking easier and more enjoyable
For this lookbook, we've selected ten kitchen interiors that feature islands that are both practical and sociable.
Kitchen islands are freestanding counterweighted units that are typically rectangular in shape and offer additional storage and preparation space.
They work particularly well in open-plan spaces, providing good visibility between the kitchen and dining area and offering a place for people to congregate.
Here are ten kitchen island architecture and interior projects, one using a repurposed carpenter's bench and another by artist Donald Judd.
This is the latest review in our Dezeen Lookbooks series, providing visual inspiration for the home. Previous posts have featured green kitchens, terrazzo kitchens, and bright skylight kitchens.
Casa Aguantao, Chile, Guillermo Acuña Arquitectos Asociados
Studio Santiago Guillermo Acuña Arquitectos Asociados used light pine for this linear kitchen, while a multifunctional island draws attention along the length of a narrow glass-enclosed dwelling to the living area and terrace beyond.
The kitchen island has a large stainless steel sink at one end and a stove in the middle, expanding to become a dining area and ending with a wood burning stove facing the living room.
An oven and refrigerator are hidden under the counter.
Find out more about Casa Aguantao ›
White Rabbit House, UK, by Gundry & Ducker
For a renovation of a 1970s London home, British architecture studio Gundry & Ducker added this kitchen island, painted in a vibrant shade of absinthe green.
Top with large console on one side to create a bar counter made of dark terrazzo with white stone chips. With full size storage behind it, the island opens onto a spacious room with two glazed double doors that open onto the garden.
Learn more about White Rabbit House ›
Rylette House, UK by Studio 30 Architects
Studio 30 Architects repurposed an old carpenter's workbench into a whimsical island for this Victorian home renovation project.
A vintage wooden bench contrasts with the modern white kitchen units along two walls. It serves as a sculptural bar that connects the food prep area to the dining area on the other side of the spacious hall overlooking the garden.
White hanging buroullek aiming lights hang over the island.
Learn more about Rylett House ›
Glyn House, UK by Yellow Cloud Studio
Striking black terrazzo surface with large colorful cladding on all but one side of this minimalist kitchen island designed by Yellow Cloud Studio for a home extension project .
A double layer of oak drawers with bronze pull tabs sits under the kitchen-facing side of the counter, which has a flush-mounted panel. The other side of the island overhangs to form a narrow bar counter, behind which is a dining table with a bench set against an exposed brick wall.
Learn more about Glyn House ›
Hass House, USA, Feuerstein Quagliara
Architectural firm Feuerstein Quagliara designed not one but two parallel islands for the open-plan kitchen, dining and living areas of this rural New State home. York.
Mounted at 90 degrees to the full warehouse along one wall, the island bases are made from the same plywood as the cabinets and topped with polished concrete slabs.
One island features a deep sink and induction cooker, and an alcove for two height-adjustable camping chairs from Chicago designer Greta de Parry.
Learn more about Hass House ›
Lake Geneva Residence, USA, Collective Office
Chicago-based architecture firm Collective Office has created a pointed, monolithic island separating the kitchen and dining area of this contemporary Wisconsin farmhouse.
The island is made by Caesarstone from a hard concrete-like material with light wood-fronted cabinetry underneath.
The color palette is complemented by silver Alaskan yellow cedar tiles adorning the front of the house. An additional sink is built into the countertop, and on one side there are convenient electrical sockets.
Learn more about Lake Geneva Residence ›
Step House, UK, by Gray Griffiths Architects.
A gray altar-like island sits at the center of the open-plan kitchen-dining area of this London expansion project by Gray Griffiths Architects.
Deep wood shelves provide storage and display space along the side facing the dining table, with a sink with corner faucet mounted in the middle of the kitchen area.
Learn more about Step House ›
Ritson Road, UK by Gresford Architects.
Pink is the theme of this pink concrete kitchen extension by Gresford Architects in Hackney, London. Vintage style room with kitchen units along opposite walls and a traditional aga stove on one side.
The narrow kitchen island in the center of the kitchen has pink cabinets with slotted handles. The apricot colored marble counter is carved to make room for a traditional ceramic butler sink.
Learn more about Ritson Road ›
Shallmar Residence, Canada, by StudioAC
Canadian architecture firm StudioAC referenced artist Donald Judd's work with this sculptural kitchen island for an art-filled Toronto home.
Three large blocks of gray porcelain from Neolith kitchen experts form the base, which is topped by a smaller rectangle of white porcelain with a sink.
Learn more about Shallmar Residence ›
Barcelona Spain Extension by Bonba Studio
A simple kitchen island lined with wood provides extra surface space and seating with tall stools in this kitchen extension by Bonba Studio.
A simple white countertop contrasts with dark red terracotta tiles leading out to the patio, creating a functional and spacious open plan kitchen.
Learn more about the Barcelona Extension ›
This is the latest in our series of lookbooks inspired by carefully selected visual inspiration from the Dezeen image archive. For more inspiration, check out previous lookbooks that featured peaceful bedrooms, quiet living rooms, and colorful kitchens.
Italian lunch
UK
Italian food is very popular all over the world. Great Britain is no exception, thanks in part to the thriving community of Italian immigrants that formed in the 18th century. The first recorded Italian restaurant opened in London, on Leicester Square, in 1803, and as more and more Italians moved to the capital of Great Britain, more and more establishments appeared here.
At the beginning of the XIX century. a wave of Italian immigrants came to London, forming a "little Italy" in the Clerkenwell area. Today there are over 5,000 Italian restaurants in the UK, and Italian cuisine is very popular. Research by Allegra Strategies, a leading hospitality industry consultancy, has shown that Italian cuisine is the second most popular food in the UK, behind only British cuisine. At the same time, according to Mintel, an analytics company, 45% of people who dine out prefer Italian restaurants; they are surpassed in popularity only by pubs and Asian restaurants. The British especially love pizza: a study conducted by Kantar Wordpanel showed that the British eat 9 meals a year for dinner.19 million pizzas; only fried and baked meat is more popular than this dish.
Jim Winship, Director of the Pizza, Pasta and Italian Food Association, the UK's only official trade council representing the Italian food industry, believes that Italian cuisine is in demand in the country not only because of the thriving Italian community.
“Italian cuisine has been popular for many years, not only because of the developed Italian community, but also because people go abroad to try Italian food. It should not be overlooked that Mediterranean cuisine is good for health,” he notes.
One of the trends in the Italian cuisine market is takeaway food: many consumers today prefer to dine on the run. This is contrary to the age-old Italian tradition of gathering the whole family, including distant relatives, for a long meal, but chain restaurants cannot ignore this trend either. To meet the growing demand, Jamie's Italian has opened a gourmet shop in Bath. Here, customers are offered a wide range of takeaway dishes, including coffee, sandwiches, salads and pasta. The store also has a meat section, where they sell smoked meats and cheeses. Also in the assortment are dry ingredients, canned food, condiments, dishes and trays. Prezzo, a restaurant group led by Jonathan Kay, owner of Caffe Uno and Chimichanga, is also embracing the trend by offering takeaway pizza to customers.
Jim Winship also talks about the wave of regional Italian cuisine sweeping the market: “There is a growing interest in regional Italian cuisine, and it is quite possible that this trend will become one of the main trends in the restaurant industry. The regions of Italy offer a wide variety of dishes and products, and it is likely that many of them will be available here as well.”
Considering the popularity of Italian cuisine in the British market, it is not surprising that the competition is very high. There are several major players in the segment. Pizza Express, part of the Gondola Group, which also owns Zizzi and Ask, has 433 locations in the UK and Ireland; 11 new restaurants opened last year alone. In general, Pizza Express is the UK's largest casual dining restaurant brand.
Pizza Express is followed by Pizza Hut, a chain of 330 locations. Other big players in the market are Bella Italia (93 restaurants), Zizzi (133), Ask (110 restaurants), Strada (70 restaurants) and Jamie's Italian (35 restaurants, a delicatessen and one Trattoria restaurant; another one will open in Harrogate this summer institution).
Jamie's Italian is the result of a collaboration between Jamie Oliver and his Italian chef mentor Gennaro Contaldo. The network shows excellent financial results: for 12 months of 2012, revenue grew by 30.3%, amounting to 9£3.9m; EBITDA was up 19.3% year-on-year to £13.2m.
Jamie's Italian has 2,700 employees in the UK. This is the only restaurant company with its own accredited training system called CMI, where employees can receive a diploma. The design of each restaurant is developed separately and approved by Jamie Oliver himself. The ambiance should reflect the particularities of the location and the menu. The average bill is 21 pounds sterling, the bestseller is linguine with shrimp.
The main task of big brands is to offer delicious, quality food to a wide range of guests at a reasonable price. The Bella Italia network serves over 5 million visitors a year; the company is confident that their competitive advantage is working from morning until late at night.
Hilary Ansell, director of marketing and product development at Bella Italia, is confident in the high potential of breakfast as British food habits change. Developing this direction, Bella Italia remains true to its principles - excellent quality, reasonable price, large portion sizes. Bella Italia now sells over 250,000 servings of spaghetti carbonara and over 250,000 Margherita pizzas annually.
Another important factor is the origin of the products. “This is a priority for Jamie’s Italian and we strive to be the best in our class. We offer the best food for our price range, carefully select our suppliers and know where each ingredient comes from,” says Simon Bladedzhen, director of Jamie Oliver Restaurants.
At the same time, a number of small chains and operators are increasing their market share and may eventually be able to push even large brands. A striking example is the Vapiano network. Recently earned its third establishment in the UK. The £2.1 million restaurant is located in London's Soho.
An institution with a hall of 650 sq. m accommodates up to 250 guests.
In addition, brands representing Italian street food may well compete with large companies. In the UK, street food is one of the main trends. Quite a few companies have been successful in this niche and are now expanding into full-fledged restaurants. One example is PizzaLuxe, the brainchild of Paul Goodale, former F&B director of Harrods. There are already two restaurants in the UK under the PizzaLuxe brand, and the chain will continue to expand. Another example is Pizza Pilgrims. The company's founders, James and Tom Elliot, originally sold pizza at the Berwick Street market in London from a Piaggio Ape van, and last year opened a pizzeria in Soho.
Italy
In Italy, of course, Italian food is everywhere. Traditional restaurants still account for 93% of this market (source: AlixPartners European Restaurant and Foodservice Outlook, 2012). A significant number of independent businesses, family catering establishments, trattorias and pizzerias offer reasonable price-quality ratio, reasonably fast service and an authentic atmosphere.
In addition, traditional coffee bars began to develop a dining direction 20 years ago, expanding the menu from several types of panini and salads to a range of cold and hot dishes. And finally, over the past ten years, modern restaurants in the style of cafes and bistros have appeared, multifunctional establishments that are simultaneously a restaurant, a coffee shop, and a store (bakery, grocer, etc.). In total, in 2013, there were 164 thousand different catering establishments in Italy (source: Fipe), 110 of them were restaurants.
In this saturated market, the development of chain concepts dedicated specifically to Italian cuisine has been very slow and began about 20 years ago in the pizza segment. It should be noted that the slow formation and development are typical in Italy not only for Italian cuisine chains. All restaurant chains, regardless of concept and format, still make up a very small, albeit constantly growing, percentage of the Italian food service market. According to research firm Tradelab, in 2010 the total number of chain restaurants was only 3,000.
According to another source, Fipe, the leading professional association in the restaurant industry, in 2010 in Italy, the largest restaurant groups had only 2,200 chain restaurants with a total turnover of 2.8 billion euros - 5% of the total sales of the restaurant industry.
However, thanks to their high brand awareness, chain restaurants attract more customers than independent establishments, and therefore their sales are higher. Matteo Figura, Director of Catering at Npd Group Italy, claims that about 20% of all restaurant visits come from chain establishments. The number of visitors is greater, the profitability is higher, this is a dynamically developing and rapidly growing market, where many new players are trying to find their niche. From 2007 to 2011, the number of restaurant chains grew by 12%, fast food chains - by 30%. During the same period, the number of independent restaurants decreased by 2%, while independent fast food outlets grew by 3% (Source: AlixPartners European Restaurant and Foodservice Outlook, 2012).
In terms of Italian food concepts, the fast casual and casual dining segments of the market are still dominated by pizza chains and/or Neapolitan cuisine such as Rossopomodoro, Anema & Cozze, Fratelli La Bufala and Obikà.
Rossopomodoro (www.rossopomo-doro.it), with 110 establishments in seven countries, ranks first in the list of Italian casual dining chains with Italian roots. The concept is based on Neapolitan pizza and other dishes, which are prepared using ingredients from Campania (mozzarella, olive oil, tomatoes), including those grown according to slow food standards, as well as Gragnano pasta and local wines. In addition, so that visitors can enjoy the atmosphere and flavor of a real Neapolitan restaurant, wood-burning stoves are installed in all establishments, near which Neapolitan pizzaioli work. Chefs and restaurant directors are trained in Naples.
Franco Manna, an entrepreneur from Naples, founded Rossopomodoro in 1997 with two partners. In 2011, the London-based private equity fund Change Capital bought a controlling stake in the company.
He now owns and operates the Rossopomodoro, Rossosapore and Anema & Cozze brands. Manna, the owner of a minority stake, remains at the head of the management company Sebeto, he is responsible for the international development of the brand. A significant milestone in the company's history is the agreement with Eataly, according to which Rossopomodoro manages all new pizzerias inside Eataly, both in Italy and worldwide. Restaurants under this partnership are already operating in New York, Tokyo and a number of Italian cities. In recent years, Manna and the team have worked not only to expand the network abroad, but also to emphasize the Neapolitan heritage within the brand, for example, they have become more strictly adherent to the traditional way of preparing pizza, increasing the fermentation time of the dough. In addition, there have also been changes in the layout and design of the new restaurants: an open kitchen has appeared in the establishments, the counters have become lower so that visitors can better see how their pizza is prepared.
The purpose of these changes is to increase transparency, to emphasize the authenticity of the processes and the skill of the chefs. In addition, while developing its network abroad, the company uses new technologies to improve the ordering process and reduce waiting times.
Anema & Cozze (10 locations in Italy) is another Neapolitan restaurant chain. The menu includes pizza and dishes according to traditional recipes; fresh fish occupies a special place here. One of the innovations is that fish soup has appeared on the menu of the restaurant in Marchaniza, and the fish for it is bought directly from local fishermen. Sebeto's other brands are Rossosapore (takeaway pizza, 25 locations) and Ham Holy Burger, a casual dining concept specializing in gourmet burgers (two restaurants each in Rome and Milan).
The Neapolitan full-service restaurant chain Fratelli La Bufala (or FLB, www.fratellilabufala.eu) was founded in 2003. Today it has 80 locations throughout Italy (80% franchised, the rest directly managed by the company) and for abroad: in Dubai, Cairo, Istanbul, London, Malta, Miami and Barcelona.
The annual turnover is about 80 million euros. The concept is based on Neapolitan cuisine, primarily products made from buffalo meat and milk (mozzarella, ricotta, etc.), which are part of most dishes, from pizza and pasta to desserts. It also uses wines from Campania and organic products from farmers in the region. Fratelli La Bufala proudly calls itself "100% Italian" - from the menu to the pizzaioli and the Mediterranean-inspired decor. Entering the markets of other countries, the company makes a small indulgence - the assortment includes two or three dishes of local cuisine, but the basis of the menu remains the same as in Italy. The main directions of network development abroad are the countries of the Middle East, South America, and the USA. The FLB chain is operated by Emme Sei, which also owns the Mamma Oliva brands (three full-service restaurants) and the pizza and salad concept Vulkania (12 outlets).
Buffalo mozzarella from Naples and the surrounding area is the basis of the Obikà Mozzarella Bar concept offer (www.
obika.com). Japanese sushi bars served as a source of inspiration for the creators of the brand. Here, a new concept of serving mozzarella is used: several types of mozzarella on the counter are suggested to be combined with vegetables, Parma ham, salads. In addition, the menu includes a range of traditional Italian products and dishes, including pasta and pizza according to original recipes. The first Obikà opened in 2004 in Rome. There are now 18 mozzarella bars open around the world, including in New York, Los Angeles, London, Tokyo and Istanbul. The concept of Obikà Mozzarella Bar is implemented in the format of independent restaurants or outlets in department stores, shopping centers, airports.
Of course, not all chain Italian brands come from Naples. The Eataly concept (www.eataly.it) will soon take the lead in the fast casual segment. Gastronomic spaces under this brand are opened in all major cities in Italy and abroad. In May 2014, Eataly had 25 restaurants worldwide: 12 in Italy, nine in Japan, two in the US, and one each in Dubai and Turkey.
The size of institutions - from spacious premises with an area of 17 thousand square meters. m (Rome) to small (about 22 sq. m) corners in Japanese supermarkets and shopping centers. The basis of the Eataly concept is catering: the retail space is filled with themed restaurants (meat and fish, pasta, vegetables, pizza, etc.). Visitors sit at a table or take a seat at the bar. For example, the Roman Eataly has 23 themed restaurant areas.
Despite its Italian origin, the company actively cooperates with local restaurateurs or small producers, offering visitors the best local food, and in some stores it opens signature restaurants of star chefs. For example, in December 2013, the Eataly concept opened in Florence, in a 2,000 sq. m, where an old bookstore used to be located. Here, among other things, there is a restaurant that serves the local specialty lampredotto (abomasum dish). Eataly Smeraldo, a gastro boutique that opened in April 2014 in Milan, houses the Michelin-starred restaurant Alice in a former theater.
Another exciting new concept is Red (an acronym for Read Eat Dream - read, eat, dream), created by the retail division of the famous publishing house Feltrinelli (www.lafeltrinelli.it), which owns 103 bookstores in Italy. The Red concept, first tested in Rome in 2012, combines a bookstore and a restaurant in a 50/50 ratio. It is not just a cafe in the corner of a bookstore: it has a full service restaurant, an open kitchen, a small grocery store. The establishment is open from morning until late at night. The basis of the menu is Italian cuisine with regional accents, prepared with ingredients from local suppliers. The university of gastronomic sciences in Pollenzo, founded on the initiative of the Slow Food movement, assists in the selection of suppliers.
Two full-fledged Red restaurants are currently open, one in Milan, one in Florence, and three smaller establishments, La Cucina di Red. In addition, the Feltrinelli publishing house owns seven more cafes and a 95% stake in the Antica Focacceria San Francesco chain.
Created in 1834 in Palermo, this brand now operates seven restaurants in Italy. The basis of the menu is Sicilian specialties. (www. anticafocacceria.it)
Some well-known food producers have created their own restaurant brands. Among them is Giovanni Rana, one of the leading Italian producers of fresh pasta, producing the famous tortellini and ravioli, with restaurants I ristoranti di Giovanni Rana. This family company was founded over 50 years ago. The first Da Giovanni restaurant (www.rana.it/ristoranti/it/) in Italy opened in 2006. Today the chain has 25 restaurants in Italy, four in Switzerland plus one establishment each in the UK, the US and Luxembourg. In addition, there are four Trattorie di Giovanni Rana (a franchised brand) operating in Italy. Of course, the menu is based on fresh pasta. First of all, this applies to restaurants in Italy, where appetizers, salads and desserts are just an addition to pasta. Abroad, the menu is more varied, including meat and fish dishes.
Germany
Until the beginning of the XXI century. the Italian full-service restaurant market in Germany was dominated by single establishments owned by Italian immigrant families. They introduced the Germans to pizza and pasta; the market is still largely determined by their idea of what Italian cuisine is. Of course, they adapted their recipes to some extent to the tastes and preferences of the inhabitants of Central Europe.
The first few attempts in Germany to create a system concept based on Italian specialties and going beyond fast food and pizza delivery failed. At the same time, the creators of the concepts focused on noodle dishes. Finally, in 2002, an institution opened in one of the streets in the center of Hamburg, the likes of which Germany had not yet seen. The network expanded, developed and quickly conquered the whole world. Its name is Vapiano. The company has become a reference for all establishments offering national cuisine outside its country of origin.
Vapiano is a fast casual concept based on the culinary triad of pasta, pizza and salads. Its motto is an Italian proverb about the need for rest: “Chi va piano, va sano e va lontano” (“Whoever lives leisurely lives healthier and longer”).
Wood and other natural materials are used in the design of establishments; tables and chairs are arranged in such a way as to encourage guests to communicate with each other; all dishes are prepared from under the knife; restaurants operate in a self-service format. In short, Vapiano is an innovative concept for Italian restaurants; its main characteristics are speed, freshness and full compliance with the needs of modern guests.
Today, co-founder Gregor Gerlach (Seaside Hotels) and the Sander family, who bought out the company in 2008, each own approximately 30% of the shares. Mayfair, the management company of the Hertz family from Hamburg (former owners of Tchibo), holds about 45% of the shares.
The Vapiano concept takes advantage of the fact that most classic Italian dishes have very simple recipes..jpg)
Another important competitive advantage is the preparation of dishes in the restaurant "from scratch", including its own production of pasta. Pasta is prepared according to the guest's order, that is, you can take into account any special wishes. The chip card ordering system gives guests maximum freedom. Unlike many other Italian concepts, Vapiano deliberately focuses not on pizza, but on pasta, which is illustrated by sales figures: pasta - 33% of total revenue, pizza and salads - 18.7 and 12.4%, respectively. The average check is about 11 euros.
Vapiano's network expansion is not slow. By 2009, the concept was present in 15 countries on four continents; the network consisted of 37 establishments in Germany plus 28 more around the world. A year later, the company's turnover in Germany exceeded 100 million euros, worldwide - 170 million euros; Vapiano restaurants have already operated in 22 countries. By the end of 2013, the turnover of 58 restaurants in Germany (+6 establishments) increased by 10.
6% and reached 160.2 million euros. System sales worldwide increased by 19% in a year.3% and amounted to 336 million euros. Thus, more than half of the company's turnover now comes from establishments located outside of Germany. The largest cities where Vapiano has a presence are Vienna (eight establishments, annual sales of about 20 million euros) and Stockholm (five restaurants). The company recently announced the launch of a revamped menu designed in collaboration with TV star chef Cornelia Poletto; this year the first stand-alone Vapiano restaurant is planned to open near Fürth in Germany. In total, the company plans to open eight new restaurants in Germany and 30 worldwide. “On the one hand, we will strengthen our presence in existing markets (Sweden, Mexico, France, the Netherlands, etc.), on the other hand, we will develop new ones: Chile, Egypt, Ukraine,” says Mario Bauer, CEO of Vapiano Franchising. – In February 2014, our company opened the first restaurant in Baku (Azerbaijan), which is a huge success - more than 1000 guests per day on weekends.
In addition, in May 2014 we opened four new restaurants: in Luxembourg, Marseille, Geneva and entered a new market by building an establishment in Kuwait.” In June, the company celebrated another anniversary: the third Vapiano in London became the 150th establishment of the chain.
L'Osteria is a fairly simple full service pizzeria concept with Mediterranean flair. Its average annual turnover is about 2.5 million euros, it is one of the most highly profitable companies in the German restaurant market. L'Osteria was founded in 1999 by two former McDonald's executives, Klaus Rader and Friedeman Findeis. The restaurants of the chain have that spirit of Italy that can be felt in numerous family restaurants in this country.
Restaurants supply pasta dry (spaghetti, penne) or fresh (ravioli, tortellini, gnocchi); everything else—even the pizza base and salad dressing—is made under the knife in the open kitchen. Due to the rather narrow specialization (for example, meat dishes are not served here) and the skill of the chefs, prices at L'Osteria are lower than in most Italian restaurants, despite the fact that the portions here are simply huge.
The menu includes 28 types of pizza with a diameter of 34 cm (350 g of dough), costing from 6.5 to 10.5 euros. About 40% of pizza buyers take the opportunity to order a pizza with two toppings (the more expensive of the two is included in the bill). There are nine types of pasta, plus gnocchi and risotto; the price is comparable to the price of a pizza, the portions are also very generous.
In 2012, L'Osteria became one of the rising stars of the German catering market with a 35.9% increase in turnover (5.4% growth in existing establishments). Five new restaurants opened last year; revenue increased to 42.8 million euros. By the end of the year, the number of establishments reached 22, ten of them operate on a franchise basis, seven are freestanding restaurants designed for 230 guests.
One third of L'Osteria's sales are at lunchtime and two thirds in the evening. The revenue of the most successful establishments of the network reaches 3.5 million euros. Together with the franchisee Maria Clara Heinrici, L'Osteria entered the global market.
This year the company opened two restaurants in Vienna, bringing the total number of establishments in Austria to six. This year the company plans to increase its turnover to 60 million euros. www.losteria.de
World food
Over the past half century, no other country in the world has had such an impact on the global food service industry as Italy. Italian cuisine is in demand in all segments - from fast food to fine dining restaurants. In many countries, it is almost as popular as the local cuisine. There are lovers of Italian food among people of any age, income level and political affiliation.
The main features of Italian cuisine: naturalness, freshness, simplicity, emotional richness - fully correspond to the spirit of the times. Italian cuisine is associated with vitality, passion, and this is the key to successful sales. That's why Italy remains a top source of food service bestsellers, including ingredients that add freshness and a modern twist to local recipes.
In addition, traditional Italian dishes are ideal to combine with Asian cuisine.
Compared, for example, with French cuisine, the advantages of Italian cuisine are as follows: less labor, less meat, less cost. Key products - pizza and pasta - allow you to keep low prices with high profitability. Pizza is the national dish across the globe: wildly popular, with endless possibilities of adaptation to local tastes. Sociologists agree that this is a favorite dish of both the poor and the rich. In addition, pizza has many sales channels - from freezers in a supermarket to delivery services.
Finally, the concepts of Italian cuisine are very easy to replicate and bring to the markets of other countries. Regardless of the type of restaurant and its origin, Italian cuisine is always and everywhere a success, even if it is brought from Chicago, London or Hamburg to Stockholm, Shanghai or Sydney.
Top 3 Vapiano restaurants in the world
1. London, Great Portland Street
Revenue per month - 580 thousand euros
Average traffic - 1800 guests per day
Average check per person - 12.
