Prezzo Italian is set to make a welcome return to Edinburgh with a brand-new restaurant opening later this month at 135 George Street, taking over the former Gusto Italian site. The announcement marks Prezzo’s first new Scottish opening in years and forms part of a bold new chapter in the brand’s nationwide expansion.
In a move that will be warmly welcomed by Edinburgh’s hospitality community, 16 members of the former Gusto Italian team – who were made redundant earlier this year – have been offered new roles at Prezzo on the same or better terms than before. More former staff are expected to join the new George Street team in the coming days.
A New Chapter for Prezzo in Edinburgh
The George Street site is one of two new restaurant openings announced by Prezzo Italian this year – the first in five years – as the brand accelerates its growth strategy following a successful rebrand and revitalisation of its offering.
CEO James Brown, who joined the company last year from BrewDog’s global hospitality division, described the opening as a “hugely exciting moment” for the business:
“Gusto Italian’s George Street site was an appealing investment, with high footfall in Scotland’s capital city. We have long been looking for additional Scottish locations, and acquiring this prime location is a real statement of intent. We’re excited to bring our new menu and revamped guest experience to Edinburgh.”
A Confident Comeback
Prezzo Italian has been undergoing a brand transformation aimed at modernising the dining experience while staying true to its Italian roots. So far in 2025, the business has seen double-digit sales growth, with like-for-like sales up 11% in Q3 and refurbished locations reporting average growth of +60% year-on-year.
Driving this success is a refreshed menu, improved guest experience, and digital updates like the launch of the Club Prezzo app. The strong performance has prompted the company to ramp up its investment, with 15 restaurant refurbishments already planned for 2025 and 40 more now added to the pipeline for 2026.
Staff Rehiring: A Positive Turn
The acquisition of the George Street site also brings a positive outcome for the staff affected by the closure of Gusto. Prezzo acted swiftly to offer re-employment to all affected team members, with 16 already confirmed and hopes for more to join before doors officially open.
This people-first approach echoes the brand’s broader strategy of investing in restaurants and staff over central operations. The business recently restructured its leadership and is continuing to build a strong team with experience from major high-street restaurant brands.
What to Expect
Guests visiting the new Edinburgh location can look forward to a warm, relaxed dining experience featuring authentic Italian classics, contemporary cocktails, and an inviting new look that reflects the brand’s updated identity.
The opening at 135 George Street will mark Prezzo’s third Scottish site, joining locations at Glasgow Braehead and Aberdeen Union Square. Its return to Edinburgh’s city centre is set to bring a fresh energy to George Street’s restaurant scene – and with former staff returning to familiar surroundings, a sense of continuity that locals will appreciate.
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