40
FINANCIAL YEAR ACTIVITY
their appeal in the ever more competitive foodcourts
where they are located.
Dinner is the most difficult time for attracting customers
and the company also reformulated its offering in this seg-
ment, bringing out the “House Dinner”, which features very
popular dishes and a low-priced beverage.
The Temporadas seasonal format was well received in 2012
and was therefore kept by the brand in 2013, with the lau-
nch of four seasons, one per quarter: Rodízio de Pastas,
Rice, Pizzas and Autumn Specialties. These actions translate
into new experiences andmoments for sharing a meal that
strengthen the brand’s positioning as a ristorante italiano.
Holidays were celebrated very intensely at Pasta Caffé
restaurants, especially Valentine’s Day, which set the
year’s sales record. Father’s Day, Mother’s Day and Chil-
dren’s Day were also highlights, the latter having been
extended to the entire month of June with the Menu
Bambino. In particular, in street restaurants we celebra-
ted Saint John’s Day in Cais de Gaia, as well as New Year’s
Eve in Docas, marked by joyous festive atmospheres.
Despite a lean advertising budget, we emphasized be-
low-the-line and digital campaigns, using tools such as
newsletters, group purchasing platforms like Sapo Vou-
cher and LetsBonus, and a presence on sites such as
Promofans, as well as first-hand dissemination of infor-
mation on all novelties to over 12,500 Facebook fans.
We invested in providing a friendly and receptive service
in which a host or hostess greets customers at the door
and leads them to their table, giving a warm welcome to
all who enter this “Casa di Famiglia”.
In 2013 we continued recertifying our brand training
processes for all shift leaders and unit heads through
the “Manager Development”, “Food Safety and Hygiene”
and “Occupational Safety and Health” initiatives. The
Dolce Vita Antas and Norte Shopping units were recerti-
fied to the APCER ISO 22000 quality standard.
