Carluccio’s has long been a standout name in the UK’s Italian food scene. Founded in 1991 by Antonio Carluccio, the brand built its reputation on simple, authentic Italian cooking and high-quality ingredients.
In 2020, it was acquired by Boparan Restaurant Group, marking the start of a new phase of evolution. This included a greater focus on growing its direct-to-consumer channel, further expanding the range of authentic Italian products available for customers to enjoy at home, and building on the already successful seasonal market, such as their Christmas hampers and panettone.
“To expand our product range, increase order volumes throughout the year, strengthen our Christmas offering, and improve delivery efficiency, we knew fulfilment had to be rock-solid. We needed a partner that could scale with us and offer more than just shipping,” says Rob, Head of Online Brands at BRG.
With offerings ranging from coffee subscriptions to personalised gift orders, Carluccio’s needed a partner capable of handling complexity while integrating seamlessly with the brand and acting as an extension of their team.
Goal: Deliver a D2C experience as good as their food
As Carluccio’s set out to expand its direct-to-consumer channel, its ambition was clear: to continue providing the same warmth, quality, and care found in its restaurants to customers’ homes. But scaling online orders while keeping operations efficient, on-brand, and personal required more than a standard fulfilment provider.
The team needed a partner that could:
- Manage peak seasons smoothly and scale operations without disruption
- Integrate seamlessly with their Shopify setup
- Support kitting and subscription-based offerings
- Handle personalised touches such as custom gift notes
- Enable lean, internal operations without adding complexity
- Provide real-time insights and visibility at every stage of the fulfilment journey
This combination of capabilities would be essential to delivering a consistent, high-quality customer experience while supporting the brand’s growth.
Solution: A tech-ready, scalable partnership with ELOVATE
After a competitive review process, Carluccio’s selected ELOVATE as its fulfilment partner, based on a combination of trust, expertise, and a future-focused approach to service.
ELOVATE offers a solution that goes beyond traditional logistics, supporting Carluccio’s ambitions to scale its direct-to-consumer offering while maintaining a premium customer experience:
- Seamless tech integration
ELOVATE’s systems integrated smoothly with Carluccio’s Shopify infrastructure, ensuring efficient order processing and laying the groundwork for future subscription services.
- Services beyond fulfilment
In addition to core logistics, ELOVATE provided value-added services such as print-on-demand cards, frontline customer support, and flexible pick-and-pack operations tailored to Carluccio’s deli-style product range.
- Scalable setup with confidence
From demand forecasting to warehouse capacity planning, ELOVATE enabled Carluccio’s to scale operations without disruption, while maintaining full visibility and control across the fulfilment process.
“ELOVATE did all the heavy lifting for us with plenty of testing and preparation. Everything was planned in good time and in an appropriate way. This meant we were confident there was not going to be any big fall-over on day one,” says Rob, Head of Online Brands at BRG.
Results: Stress-free, seamless fulfilment
Since partnering with ELOVATE, Carluccio’s now operates with a streamlined, future-proof fulfilment setup. The onboarding process was executed with precision, covering everything from inventory migration and systems integration to establishing a dedicated Carluccio’s space within the warehouse.
With ELOVATE’s support, the team has:
- Successfully launched an online coffee subscription service
- Gained full visibility across stock levels and order flows
- Built a strong foundation to continue scaling its direct-to-consumer channel without increasing operational complexity
“The onboarding process was slick. The ELOVATE team was engaged and displayed its expertise through the transition, as well as a real interest and enthusiasm to work on the account,” says Rob, Head of Online Brands at BRG.
Inspiration: More than a provider, part of the team
For Carluccio’s, the partnership with ELOVATE goes beyond operations. It has become a true extension of the brand.
Rob continues to visit the ELOVATE site regularly, not just to review performance but to stay connected to the day-to-day execution of the business. What stands out most is how closely the fulfilment environment reflects the Carluccio’s identity.
“They’ve basically created a Carluccio’s deli inside the warehouse. I still visit regularly, it is a lovely experience, and I always feel like I am part of the business,” says Rob, Head of Online Brands at BRG.
This level of alignment highlights the strength of the partnership, not just delivering logistics but truly bringing the brand to life.