Big Mamma's Instagram-Famous Restaurants Face Mounting Criticism
When the doors to the extravagant Italian restaurant Gloria first opened in Shoreditch back in 2019, London's fashionable crowd flocked to indulge in fresh, homemade Neapolitan pizzas and pasta amidst quirky, vibrant decor. The French-owned Big Mamma group, which began its Italian restaurant chain in Paris during 2015, quickly expanded across the capital with subsequent openings including Jacuzzi in Kensington, Carlotta in Marylebone, Circolo Popolare in Fitzrovia, Ave Mario in Covent Garden, and Barbarella in Canary Wharf.
For middle-class diners seeking an experience elevated beyond chains like Pizza Express, securing a booking at one of these trattorias became almost essential. The group then set its sights beyond London, launching La Bellezza in Birmingham during 2024 and opening a second Circolo Popolare location in Manchester the following year. With each new venue, the buzz surrounding the restaurants intensified, despite notably higher price points compared to other chains.
Premium Pricing Meets Social Media Frenzy
Meals at Big Mamma establishments typically range from a truffle pizza priced at £21 to crab tagliarini costing the same, or a lamb pasta for £19.50. Their signature dessert, a lemon pie, is £8.50, while cocktails are priced between £11 and £16. However, a significant shift in perception appears to be underway. Recent reviews on platforms like Tripadvisor and social media increasingly complain that the eateries serve as playgrounds for "wannabe socialites" and prioritise "all style over substance."
Critics argue the restaurants have been "designed for Instagram, over taste," with one diner slamming "mediocre meals at premium prices just because the lighting is cute." Numerous reviews describe experiences filled with young women posing for social media, often blocking main staircases and seating areas to capture the perfect photograph. A quick scroll through Instagram confirms many diners utilise the vibrant decor and visually appealing food primarily as props for photoshoots.
Customer Experiences: From Scathing to Satisfied
For some patrons, the eccentric, eye-catching interior design fails to compensate for what they describe as "average" food. One recent visitor to Jacuzzi in Kensington negatively dubbed it the "Frankie and Benny's for the well off," detailing how their party's steak was incorrectly cooked and took too long to replace. They noted a £210 lunch bill for four mains, three starters, and drinks, concluding: "As a piece of busy, dining theatre, this works well. As a place to come and eat good food - definitely not."
Another anonymous diner at Jacuzzi claimed the restaurant was "more style than substance," full of "18 to 20 year old females who are posing for their Instagram or social media account." They criticised mediocre service and being turned away before their booking time due to no bar area, adding: "Those looking to be seen as a wannabe socialite, this is your place."
Similar criticisms have emerged at other locations. A West Midlands food reviewer, iMallyUK, labelled Birmingham's La Bellezza an "aesthetic scam" on Instagram, stating they were "fed up of aesthetically pleasing restaurants serving mediocre food and charging premium prices just because the lighting is cute." They showcased a meal including a £13 Solero Spritz, £9 truffled crispy potatoes, a £17 pizza, and lemon pie, insisting it "felt like daylight robbery" with cocktails containing more ice than alcohol.
In Manchester, Circolo Popolare faced parallel accusations of being a "place made for Instagram." One customer, Susan, described a "very, very disappointing experience" in October, claiming the food was "below average" and poorly presented, with service delays. She asserted: "This place is clearly just about the aesthetics for Instagram." Another diner, Polly, compared the set lunch menu unfavourably to The Ivy, citing cold seating, fruit flies, and "stodgy and uninspired" food.
Positive Reviews Amid the Backlash
Despite the growing criticism, not all feedback has been negative. Some customers have expressed delight with their experiences. One patron described a Big Mamma restaurant as having a "lovely" atmosphere and "probably the best interior I’ve ever seen for a restaurant," adding they would return and highly recommend it. Another praised the "delicious" truffle pasta and "very beautiful interior" at a London location, complimenting excellent service.
Regarding Birmingham's La Bellezza, one diner countered: "I loved it here. Thought the place was beautiful, food was amazing and got a complimentary drink and card for our anniversary. Staff were lovely in my opinion." In Manchester, a customer called Theo labelled Circolo Popolare "outstanding," praising the mozzarella as potentially better than some tasted in Italy and the homemade pasta's perfect texture.
Another impressed diner described their experience as "a feast on the eyes as well as your tastebuds," celebrating excellent atmosphere and authentic food during an anniversary visit. These positive accounts highlight that while the chain faces significant criticism, it retains supporters who appreciate the theatrical dining experience.
The Daily Mail has contacted Big Mamma for comment regarding these mixed reviews and the allegations of prioritising aesthetics over culinary substance. As the debate continues, the restaurant group's challenge will be balancing its Instagram-friendly appeal with consistent food quality and service to satisfy an increasingly discerning clientele.
