This November, Italian restaurant chain Carluccio's will be offering a free virtual reality dining experience, transporting diners to Sicily to mark the brand's updated menu.
Marking the brand's most significant menu change since its inception in 1999, more than 50,000 pairs of virtual reality glasses will be given away in restaurants across the UK.
Customers will be alerted to the opportunity to try the glasses by flyers and visible glasses dotted around restaurants. By uploading the #360feast video on the Carluccio's YouTube channel onto their phones and inserting their phones into the headset, diners can access a 360-degree al fresco dining experience in Taormina, Sicily, overlooking the island's coastline.
The new menu, developed alongside Antonio Carluccio, features over 50 changes reflecting the evolving tastes of consumers and complementing the rollout of the ‘new generation' stores and updated brand signatures. For example, Carluccio's seafood linguine now features bottarga.
Carluccio's CEO Neil Wickers said: "The introduction of a significant menu change, the launch of new generation stores and updated brand signatures are a monumental step in Carluccio's evolution. Our approach to eating out has changed dramatically since the inception of the brand 17 years ago and is no longer just about the food. Today, diners are looking for an experience above all else and by embracing new technologies such as VR, we are confident that Carluccio's will remain as relevant today as the brand was in 1999."
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