The Mamma Mia restaurants are much beloved in Oxford, their branches in Jericho and Summertown teaming with families, couples and locals chowing down on the wonderful Italian pizzas, pasta and specials.
But after the Summertown branch moved into premises next door on South Parade, and given a magical transformation READ ABOUT IT HERE owner Jon Else (who also runs The Perch in Binsey) then noticed that Jericho, in comparison, was looking a bit passé, and ready for its moment in the sun.
Which is why it is currently closed, the ten week refurb being completed on March 22.
“Since opening our new Mamma Mia in Summertown in early ’23, our Jericho Mamma Mia, in comparison, looked tired and in need of a little TLC. It was definitely due an update,” Jon agrees.
‘Money is hard-earned and guests can choose to spend wherever they like, so if they choose to come to Mamma Mia, we have to deliver on all fronts’
So what can we expect? “This refurbishment is really about updating….new flooring and wall treatments, completely refurbished loos, new kitchen equipment, new bar layout, that kind of thing. As always, it cost more than I thought!”
But Jon has had to tread carefully, his ardent locals protective of the Italian trattoria vibe that has enabled his businesses to thrive for the past 40 years.
“Over the years, we’ve learned that our customers don’t want Mamma Mia to change. Many of our adult guests have enjoyed eating out at Mamma Mia since they were children so, essentially, little needed to change. We have the same menus, tablecloths, furnishings and quite possibly the same background music from 1981!
‘Many of our adult guests have enjoyed eating out at Mamma Mia since they were children’
“On the other hand, it’s incredibly important to keep our restaurants fresh and up-to-date. Guest expectations are extremely high, rightly so. Money is hard-earned and guests can choose to spend wherever they like, so if they choose to come to Mamma Mia, we have to deliver on all fronts and tick a lot of boxes: great food and excellent service alongside a bustling atmosphere and relaxed surroundings.
But with customers flocking for the food, presumably that won’t change? “Absolutely. Our menu is impossible to change. We literally have thousands of regular guests who know exactly what they want to order.
‘We have thousands of regular guests who know exactly what they want to order and don’t even look at our menu’
“Many don’t even look at our menu, as they have their favourites. To keep things interesting, we put a lot of effort into our specials board, so there are always interesting ‘off-menu’ dishes to choose from,” Jon says.
So is this it? Any more Mamma Mia’s in the pipeline? “I wouldn’t want to dilute what we have by opening many more, but maybe one or two more would work. First and foremost, I’m a restaurateur, not a retailer. The concept of ‘roll-out’ is completely alien to me, that’s a different business altogether. Plus, I’m getting on a bit now,” Jon smiles.
So is he ready for the big reveal on March 22? “We’re looking forward to reopening Mamma Mia Jericho very soon and want to say thank you to customers old and new. It’s been a pleasure getting to know so many people over the years. Mamma Mia is incredibly well-established, but we never take that for granted; we keep working at it,” Jon adds.
Mamma Mia Jericho at 102 Walton St, Oxford will reopen on March 22. More details at https://www.mammamiapizzeria.co.uk
