NDML meets Tony Crolla at Vittoria on the Walk in Edinburgh.
The Vittoria Hospitality Group is the premier independent restaurant group in Edinburgh.
The Crolla family have been in the hospitality business in the Scottish capital for more than 50 years. Three generations have seen the Vittoria group expand and diversify. The business now has six individual restaurants, each building on long established relationships with artisan suppliers and winemakers to deliver authentic Italian dining. Among many commendations, they have won the UK’s Best Italian Restaurant award multiple times, often topping the charts for the prestigious Pasta and Italian Food Association’s award listings.
We were invited by Tony Crolla, Chairman of The Vittoria Hospitality Group, to see the new refurbishment of Vittoria on the Walk. Tony discusses with us his past insurance claims history and his experiences with a previous broker. He also gives insight into what owners need in order to successfully grow their business, and offers a piece of advice for new restaurant operators.
How did you come to be insured by NDML?
Tony explains in previous years he was insured by a local Edinburgh-based broker, but after a denial of access claim, they discovered errors with their insurance. Tony was recommended to NDML by another broker and he met Michael Dawson.
Tony express how impressed he was with Michael, and tells the importance of jagged questions. Happily he explains how, post-claim, his premium is now lower than it was before, and what it takes to be a relatively risk-free business.
What advice would you give hospitality owners looking to switch brokers?
Tony says operators need to become good at insurance to understand the different between being underinsured and adequately insured. “The diligence has to be done, by both operators and brokers, to de-risk that policy. See insurance as an investment, not a cost.”
“Even though NDML are based in Leeds, they feel local, feel closer than someone at the bottom of my street in Edinburgh. They are so responsive I feel like I’ve met them all. It’s been excellent so far, very very good.”
How have you managed to grow the Vittoria Hospitality Group into what it is today?
“I never set out to grow a business,” says Tony. He walks us through the refurbishment at Vittoria on the Walk. He then discusses his award-winning wood-fired pizzeria, winning the best pizza restaurant in the UK award 8 times in 12 years. He mentions café bar Taste of Italy, 200-seater restaurant Vittoria on the Bridge, fine-dining wine bar Divino Enoteca, and Bertie’s proper fish and chips restaurant.
Tony then talks about how he hospitality businesses have spawned his property investment business – buying the tenement buildings the restaurants reside within. The day to day management of the restaurants he has now passed to his two sons, Alberto and Leandro.
What should hospitality business owners have in place before expanding?
Tony explains it starts with capital. What’s necessary is a good product, good financials, and good knowledge of margins and sales.
He says find out the industry standards for costs and sales, then find out how to sell the story of your business.
How have you changed your venues to benefit your businesses?
Tony explains Vittoria on the Walk started as a 40-seater, Italian café, doing breakfast, bacon and eggs, chips and tea. But into he 1980s the business adopted more Italian dining and grew and grew.
“As it stands Vittoria on the Walk comprises of four units together wrapped around two corners. The recent tram works outside the main entrance have taken ten years and decimated the area. The restaurant was fantastic on Saturdays, but empty the rest of the week. So he split the venue, into a 90-seater premium Italian restaurant, and a new all day café bar with outdoor seating. The boys (Tony’s sons) have adopted cocktails, comfort food, curry, pies, fish and chips, sandwiches, and all types of international and local ales. The asset is therefore used all day long.”
“Never be scared to think: Can we change shape?” Tony relates this change and evolution to the nightclub industry, asking “Can nightclubs do something new, diversify, be something else in some part of their building. Having revenue coming in all the time will offset your all-time costs.”
What’s your opinion on the health of the late night sector?
Tony gives his opinion on trade associations and what he thinks about the recent complaints of the government. “Any costs to businesses is paid for by the customer. The more you the government costs businesses, the more it’s going to cost the customer.”
“Most politicians have never been in business or ran a business, but we expect them to tell us what to do. What decision has been done to help hospitality?”
“There seems to be nobody there saying: No, hospitality is important…”
What’s the future for the Vittoria Group?
“We’ve never had a strategy. We are plodding along doing our best every day. Great venues, good food, super service. We stick to these three things and that grows a good stable business.”
“We could expand out of Edinburgh if we wanted to… But saying yes to everything is not the secret to success and happiness. It’s growing a good stable business.”
“The goal is not to have money and toys. It’s to do a good job, be proud, and make sure my guests enjoy it. Google and reviews will tell you non-financial metrics, giving a window into whether your business is successful.”
What’s your one piece of advice to someone starting out as a restaurant owner?
“My advice is the small things make the big things work. You need the right people. You need to be ambitious and passionate. This is a professional sport – running a hospitality business. It’s not just a job, it’s all encompassing. It’s a 24 hour game.”
Which Vittoria Hospitality Group venue is your favourite?
“When I’m asked what’s my favourite venue, that’s like asking which is your favourite child. I always say some of them will make me happy some days, and some of them are a bit of a worry some days – like children can be.”
“I love the food in all my restaurants, I wouldn’t be selling it if it wasn’t good. But a bowl of pasta, seafood, and a good glass of wine – that’s heaven to me.”
NDML would like to thank Tony for his time. It was an absolute pleasure, and NDML wises you every success in the future.
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