A high-end Italian restaurant in Chelsea has launched a new dining format whereby every starter costs £10 and every main is listed at £20.
Mucci’s is a glitzy Italian ristorante on the King’s Road with bright blue paintwork, neon lights and a clientele generally au fait with summering on the Amalfi coast.
Owner Giuseppe Mucci told The Standard that dining out has become inaccessible in some parts of the industry and that he is responding to diners’ desires in introducing his new 10/20 menu.
“Over the last couple of years many of our regular guests started asking if we could create custom menus,” Mucci said.
“It made me realise people weren’t necessarily looking for discounts, just for a simpler way to enjoy the restaurant without worrying so much about what the final bill might be.”
The new menu makes Mucci’s one of the most affordable places to dine in Chelsea, where restaurant bills are often high.
Beginning this month, starters such as tuna tartare, Puglian burrata and prosciutto crudo di Parma will be priced at £10; main courses at £20 include a 200g sirloin steak, chicken Milanese, and roast sea bream with puttanesca sauce.
Typically cheaper dishes are also set within the deal, including zucchini fritti and bruschetta, and various pasta dishes, from trofie al pesto to carbonara.
Mucci said he just wants to make dining out easier for guests. He told the Standard: “For many people today, the options are between eating something average, smaller portions, or receiving an outrageous bill.
“Everything evolves. Mucci’s had to evolve too. So we created a fixed-price restaurant with high quality and clear prices.”
The only part of the menu outside the 10/20 pricing structure is the four “Italian classics” — vitello tonnato, calamari, spaghetti pomodoro, and margherita pizza — with each priced at £15.
As for drinks, cocktails start at £14, and bottles of wine begin at £40.
442 King's Road, SW10 0LQ, muccisrestaurant.co.uk
