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ANNUAL REPORT 2011
The year 2011 was marked by improved quality
and customer service indicators, with Pasta
Caffé enhancing product and service-related
know-how.
At the end of last year Past Caffé operated 16
units in Portugal and 3 in Spain, having closed
the Guia (AlgarveShopping), Gran Via (Vigo)
and Salamanca units. In December the brand
counted 216 employees.
In 2011 Pasta Caffé made major adjustments
to most of its costs structure. Turnover in
Portugal stood at 6.4 million euros, while in
Spain the brand took in 1.4 million euros.
Pasta Caffé maintained its differentiated value
proposal in shopping centres, as a table service
restaurant appreciated by a market niche that
seeks a pleasant and relaxed environment
to enjoy a good meal with a good service
experience.
Six bimonthly specialty launches brought Italy
closer to customers by offering authentic and
original recipes for dishes from that culinary
tradition: pastas, pizzas, appetizers and desserts.
Thematic events were maintained, specifically
the Rodízio de Pizzas, with dates and times set
monthly at each restaurant, resulting in periods
of good customer acceptance. A new event,
A Temporada do Risotto, was successfully
introduced in two restaurants at NorteShopping
and ArrábidaShopping.
On holidays such as Valentines’ Day, Father’s
Day, Mother’s Day, Children’s Day, St John’s
Day and Réveillon specific communication
actions were developed with menus, Facebook
pastimes and offers specifically for those dates.
The reinforcement of communication and
business aggressiveness was one of the
marketing plan priorities with the goal of
capturing new targets and increasing loyalty,
as customers became more demanding and
concerned about consumption in 2011. Some
spending contention was noted, a result of the
government implemented austerity measures.