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Italian chef puts the bite back into Bertorelli's

Abigail Townsend
Sunday 02 November 2003 01:00 GMT
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Restaurant group Paramount has brought in a leading Italian chef to make its Italian chain, Bertorelli's, more Italian.

The group, which owns the Chez Gerard steak and chips restaurants, has recruited Riccardo Isolini to overhaul the menus at its three London outlets.

Changes will include dropping dishes such as Caesar salad in favour of more authentic meals such as aqua cotta, a traditional tomato soup from Tuscany. Mr Isolini was head sous chef at Cecconi's, one of London's most highly acclaimed Italian restaurants, and chef at fellow Italian stalwart Ark.

Paramount's chief executive, Nick Basing, said Bertorelli's had lost its way in recent yearsand Mr Isolini's menu revisions were an attempt to "rejuvenate the Italian spirit" and make the chain "the place to go again".

The changes, including a brand redesign, are part of a wider overhaul of the three Bertorelli sites. Mr Basing said the group was investing "hundreds of thousands of pounds" on the revamp, and would consider opening more restaurants if all goes well. The overhaul is expected to be completed within a year.

Paramount bought Bert- orelli's earlier this year as part of a £15.5m takeover of Groupe Chez Gerard, which owns 20 of the eponymous outlets and fish chain Livebait. At the beginning of October, Paramount revealed it had lost £668,000 since the end of June but was now profitable after selling three loss-making Chez Gerard restaurants.

The London restaurant sector has been hit hard over recent years, with the 11September terrorist attacks, economic downturn and war in Iraq conspiring to stop the tourists coming to the capital.

Restaurateurs have also blamed other, more localised factors for the tough trading climate, such as the extended closure of the Tube's Central Line and the introduction of the £5 central London congestion charge.

Paramount started life as a pub operator but sold its assets in 2000. Shares in the group have surged over recent weeks, rising from a low of 13.75p at the end of September to Friday's close of 26.5p.

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