Taste of Autumn
Tuesday, 24 March 2026
Something to celebrate – how to maximise your sweet promotions
Featuring:
Fabio Angele – Brunetti Classico, Melbourne
Autumn in Australia brings some golden opportunities, with Easter, ANZAC Day and Mother’s Day all falling within a few weeks of each other. But sweet promotions in restaurants, cafés and bakeries can be run any time, and are a useful tool in attracting new customers and boosting revenue.
One operator with plenty of experience in the sweet life is Fabio Angele, owner of Brunetti Classico, an iconic Italian pasticceria, café and restaurant with its flagship on Lygon Street in Carlton, Melbourne.
Now with seven outlets including three at the airport, Brunetti Classico is a Melbourne institution, famous for its chocolates, gelato, cakes and pastries, plus coffee served with a smile by baristas in waistcoats and bow ties.
More reasons to come
“The hospitality business is tough, so it’s important to keep moving and try new things,” Fabio tells InSeason. “We aim to give our customers more reasons to come in, or to draw them back, whether it’s a promotion, a new product or an event.”
He explains that Brunetti Classico has an extensive promotions calendar that includes seasonal occasions like Christmas, Chinese New Year and Easter; sporting events like the Olympics, Grand Prix and footy finals; and product-focused events like Cannoli Day.
“This is where we can actually make a little bit of profit with extra turnover, and we really rely on that to keep the businesses going,”
Easter celebrations
Easter is big at Brunetti Classico. As well as an extensive range of house-made chocolate Easter eggs, there are hot cross buns, colombo ‘Easter Dove’ sweet bread, and egg-shaped biscotti.
“We prepare months in advance for this, so our production team isn’t under pressure at the last minute,” Fabio says. “This year for example, before Christmas we chose three hot cross bun varieties – traditional, Nutella and pistachio – plus a limited edition matcha hot cross bun that’s available for a shorter time.”
Fabio adds that although matcha is not as on-brand with Brunetti Classico’s Italian heritage, it is worth dipping into flavour trends when they bring more sales.
“Matcha is a big trend and we’re trying it with some drinks, because we get a lot of Asian customers. So we decided to go with a fourth hot cross bun, but only for a limited time so we don’t overload our production team.”
Matcha is a big trend and we’re trying it with some drinks, because we get a lot of Asian customers. So we decided to go with a fourth hot cross bun, but only for a limited time so we don’t overload our production team.
Family favourite
ANZAC Day is also important for Brunetti Classico, but you won’t see any new product lines. There are strict rules on selling ANZAC biscuits, so extensions into other product categories are not allowed.
“We don’t offer related products, but we open early on ANZAC Day so people can come after the dawn service,” says Fabio. “A lot of families come together to commemorate the day, and we like being their special place for that.”
Brunetti Classico is also a family favourite on Mother’s Day, with strong sales for pre-ordered celebration cakes and plenty of group bookings for breakfast, brunch and lunch.
Sweeten the calendar
Another opportunity identified by Fabio and his team are days in the calendar dedicated to sweet treats.
“Our Cannelloni Day last year was a huge success,” he says. On 16 June, the team created a pop-up in Brunetti Classico’s small Drummond Street café, close to the flagship store in Carlton, selling cannoli for $2.50 each.
“I think they sold about 5000 cannoli that day! It was very good value for money, so we got people in, because it was different. Maybe we didn’t make a lot of money on it, but it was drawing people in, which is what we need.”
Our Cannelloni Day last year was a huge success, I think they sold about 5000 cannoli that day! It was very good value for money, so we got people in, because it was different.
Learn what works
Not every promotion has succeeded, but Fabio says it doesn’t stop them from trying new things. “We tried maritozzi a few years ago, they are little cream buns that were trending at the time, but they just didn’t sell.”
Fabio says that while trends come and go, it can be very worthwhile to add them to the menu while they’re in demand.
“At the moment tiramisu is a big thing, but that’s always been a staple product for us. Now we are taking it left field a bit with product extensions, like tiramisu tarts, slices and cannelloni and they are all selling well.”
Better together
Joining forces with other businesses is another way to create promotions. Last year in the school holidays Brunetti Classico created its own Pinocchio promotion, in conjunction with the cinema and bookstore in Carlton.
“We got really good traction for that one. The cinema came on board and showed the 1930s film, we decorated the stores and had mascots. It was lots of fun and brought families in.”
In coming months Brunetti Classico is collaborating with the café at Melbourne Museum during the Roman Empire exhibition. “It’ll be a great fit,” says Fabio enthusiastically. “We’re at the museum for six months, and that’s just something extra that you need to lift your production up and keep people busy.”
At the moment tiramisu is a big thing, but that’s always been a staple product for us. Now we are taking it left field a bit with product extensions, like tiramisu tarts, slices and cannelloni and they are all selling well.
Service with a smile
Fabio says promotions throughout the year are a great way to keep your team engaged and energised. “We have a big team, and we focus as much on the quality of the service as the quality of the products.
“As my father always says, ‘the Barista can make the coffee, but if he says hello, and he smiles and you get good service, the coffee always tastes better!’”
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