LaManna takes on the Big Two with relaunch
LaManna has always been the must-visit food and hospitality mecca of Melbourne. Now it has undergone a makeover with sights set on quality and the ultimate customer experience.
The Essendon Field's foodie haven is undergoing a relaunch that reflects their mantra: to foster a lifestyle focusing on quality, enjoyment, and satisfaction.
CEO Patrick LaManna said the rebrand is the perfect opportunity to reintroduce LaManna’s offerings, from a focus on Australian-grown fruit and vegetables to its popular ready-made meals.
“We see LaManna as more than your weekly shop, it’s a complete experience where the finest produce is at your fingertips from our family to yours. We felt that the passion we put into our range needed to be further reflected through our branding, which prompted our relaunch,” Patrick said.
“We had a new brand strategy created that we’ve rolled out across everything from our packaging to our front-of store branding has been designed to boast more of what is important to us- freshness and quality.
“My grandfather, Pasquale LaManna, arrived in Melbourne from Italy in 1948 and by 1953 he opened his first fruit shop in West Preston.
“When deciding on a new store location back in 2010, we couldn’t look any further than the empty hangar at Essendon Fields, 50 metres from where my grandfather first landed in the country.
“This rebrand is to build awareness of our family’s history in fresh food and our proud Italian heritage that was spearheaded by my grandfather.”
LaManna stocks a diverse range of artisanal brands and a variety of quality produce that customers can’t find at mainstream supermarkets. It offers a specialty experience where shoppers have access to a patisserie and freshly baked goods, deli, café, fresh seafood and butcher cuts, florist, liquor and groceries as well as their brand-new pizza al taglio and schiachatta bar Fornoria in the 10,000 square metre destination.
Officially rebranding on Friday 26 July, LaManna will be hosting in-store events to celebrate their first weekend with the fresh branding. With plenty of fun activities for the whole family, shoppers can join in on the excitement and experience the new generation of LaManna.
Saturday 27 and Sunday 28 July is when the real festa is in store. Pulling out all the stops to end the week on a high, LaManna visitors will be able to experience food tastings from copious food stands including a tiramisu bar, Pistachio Papi treats, and their perfect pizza al taglio.
Kids can come down for free face painting and balloon twisting instore, while Mum and Dad do their weekly shop, experiencing everything LaManna has to offer. A photobooth will be there to capture your favourite LaManna moment to share with your loved ones.
They will also be offering $10 family-sized lasagne (normally $35 with a limit of 1,000 per day and one per person or per transaction), and every customer that spends $100 or more in store will go into the draw to win a $5,000 LaManna voucher.
Did we mention the eating competition for the family sized lasagne? LaManna is bringing back the competition for the special occasion. How many can you do?
LaManna is for those that appreciate quality and an experience to match. For more information, head to lamannas.com.au
