When Dominique Bertolone became president of Maggiano’s Little Italy in 2023, he embarked on a two-month listening session at the chain’s restaurants. He talked to staff and asked them what was going well and also where Maggiano’s could improve.
His big takeaway: Employees had a lot of love for the 53-unit brand, but they wanted to make it even better.
“The craving was, how do we get to the next level and continue to evolve and remain relevant and elevate?” he said in an interview. “How can we be best in class?”
It seemed a fitting goal for a brand that has been growing steadily, but has not exactly stood out among its peers. Last year, Maggiano’s U.S. sales rose 2.1%, which was below the average of 6% for upscale Italian chains, according to Technomic.
Now it is hoping to reestablish itself as a force in the casual-dining category in the same way Chili’s Grill and Bar has done. Both brands are owned by Dallas-based Brinker International, where CEO Kevin Hochman has led a stunning turnaround at Chili’s since joining in 2022.
But the two brands are quite different. Maggiano’s restaurants are larger and grander, and it appeals to a fancier occasion. Its average check is more than $32, compared to about $19 at Chili’s, according to Technomic data.
So how could Maggiano’s find that next gear? To answer that, Bertolone leaned on his more than 20 years of experience at MGM Resorts and the Bellagio, where he oversaw food and beverage at the properties’ fine-dining restaurants.
He wanted to bring some of the upscale, experiential elements from those concepts to Maggiano’s, while maintaining its reputation as an accessible polished-casual option. He calls it “democratizing luxury.”
“The idea was, how do we bring that fine-dining experience at an approachable price point?” he said, particularly at a time when consumers have become more price-conscious.
To test this strategy, it started with the cocktail menu. Maggiano’s took some of its most popular cocktails—the old fashioned, pomegranate martini and margarita—and upgraded them with more flair.
The old-fashioned, for instance, became the smoked old-fashioned, priced at $15.50 in the Milwaukee market. It’s served in a smoke box with a glass door that adds a nice bit of theater when it arrives at the table. Customers frequently whip their phones out to document it. The pomegranate martini, meanwhile, is shaken and served tableside.
The flourishes have been effective. Since debuting the “Mixologist Collection,” Maggiano’s alcoholic beverage sales have turned positive, Bertolone said. “We created an experience that is different,” he said.
In another nod toward luxury on the beverage menu, Maggiano’s partnered with master sommelier Jason Smith to curate a list of six wines, featured on the menu as “Master Sommelier’s Selections.” The wines are unique, Bertolone said, and meant to complement Maggiano’s food.
Maggiano's smoked old fashioned, $15.50. | Photos by Joe Guszkowski
Next, Maggiano’s turned its attention to the food menu. Like it did with cocktails, it identified its best-selling dishes, like chicken Parmesan, fettuccine Alfredo, lasagna and meatballs, and worked to improve them.
Perhaps the most noticeable change is the addition of Wagyu beef throughout the menu. The higher-quality beef is now used in the chain’s stuffed shells, spaghetti and meatballs, a $16 appetizer that is practically a meal by itself.
It also changed the formulation of its chicken Parmesan, switching from two 4-ounce breasts to a single 8-ounce breast that is juicier. Fresh mozzarella replaces provolone.
Quality touches like those are sprinkled throughout the menu. On its Caesar salad, for instance, croutons and dressing are now made in-house, and lettuce is chopped daily.
At the same time, Maggiano’s also removed unpopular items, reducing its menu by about 20% so that it could double down on the core. Customers have been OK with these changes, Bertolone said.
“We didn’t get that pushback because we kept the classic items and just brought a better product,” he said.
The new menu has been available for about a month.
Wagyu beef meatballs, $16.
Despite the upgrades, prices have gone up only slightly, as part of Maggiano’s regular annual increase. And it intends to keep its prices at a reasonable level. Bertolone said that compared to other restaurants that serve Wagyu beef, for instance, Maggiano’s prices are “substantially” lower. The chain is hoping the investments in quality will pay off long-term in the form of repeat visits.
“We want you to come experience something different and for you to come back and tell your friends and family,” Bertolone said.
Operationally, the new menu has meant new responsibilities for the kitchen, like those homemade croutons. But management also subtracted unnecessary tasks in an effort to balance things out.
Today, staff no longer pre-portion pasta or protein, nor do they spend hours per week pounding chicken breasts. And because the menu is smaller, employees can focus more.
“We reduced steps that enabled us to reinvest those hours into the better product,” Bertolone said.
Chicken Parmesan, $25.
Maggiano’s shift is not just happening on the menu. It also extends to the front of house, where the chain is working to elevate both service and atmosphere.
In one major update, Maggiano’s is changing its staffing model to ensure that servers are always on the floor, connecting with customers, while support staff will take on the role of running food. “As a guest, you should never be looking for your server,” Bertolone said.
The chain has also brought in new china and glassware meant to improve the presentation of its food and drinks. It even changed its tablecloths from checkered to a simple black and white for a more upscale appearance.
“These little things, one after another, is what will set us apart,” Bertolone said.
But it is also planning to make some big changes to the interiors its restaurants. A new design, set to roll out over the next couple of years, will put more emphasis on the bar and will also feature a wine cellar in the dining room. (“We’re gonna get very serious about wine,” Bertolone said.) The design will also have more booths, because customers prefer them, he said.
Maggiano’s hopes the transformation will attract customers from both fine dining and from more casual places.
“It’s a very saturated market,” Bertolone said. “We want to be on top.”
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