Case study
How does Big Mamma centralize its multi-establishment requests via online forms?
Big Mamma is a restaurant group founded in 2015, known for its Italian trattorias with a warm and relaxed style.
Present in several major European cities, Big Mamma stands out for its desire to offer authentic Italian cuisine, prepared with fresh and 100% Italian products, in an immersive and original setting.
Beyond its individual clientele, Big Mamma also attracts a strong demand from companies and groups looking for atypical places to organize events.
Context
With rapid development, numerous establishments opened in several countries, and a strong demand for events (privatizations, team dinners, press events, etc.), Big Mamma had to find an efficient way to centralize and structure the reception of its requests, while maintaining the fluidity of the customer experience.
The teams needed a simple, intuitive tool that could adapt to the diversity of their restaurants.
The challenge / Issue
Before the implementation of Lab Event, requests for privatization or group reservations arrived through different channels: emails, calls, or generic forms. The challenge / Issue
This dispersion made processing requests complex, time-consuming and difficult to trace. Teams were wasting time listing essential information, recontacting prospects, or manually sorting requests by institution.
The risk of error or lead loss was real, and the user experience sometimes lacked clarity and personalization.
Solution provided by Lab Event
Lab Event assisted Big Mamma in setting up a system of personalized request forms, connected directly to its event CRM.
The objective was to simplify entry into relationships with its prospects, while allowing centralized, automated, and fluid management of incoming requests.
Big Mamma’s teams quickly took over the creation and configuration of the forms by creating a specific request form for each establishment in the Big Mamma group. These forms, integrated on the group’s website, allow each prospect to accurately fill in their request (number of people, desired date, type of event, specific needs, etc.) directly related to the concerned place: as soon as a form is submitted, the request is automatically recorded in Lab Event, assigned to the correct establishment, and ready to be processed by the sales team.
Each form has been designed to match the specificities of each restaurant: types of events offered, capacity, available hours, and logistical constraints.
The team was able to adapt the tool to their image, while maintaining the visual identity specific to the group.
results obtained
The autonomy with which Big Mamma implemented these forms allowed them to obtain concrete results very quickly: faster processing of requests, better quality of the information collected from the first contact, and a centralization of all event activity in Lab Event.
Teams now benefit from a reliable customer history, simplified tracking of opportunities, and increased fluidity in the handover between institutions, coordinators, and support functions (such as accounting). The use of quotation models and the centralization of the operational calendar in Lab Event complete an organization that is now clearer, more efficient, and client-oriented.
Conclusion
The implementation of online request forms, initiated by the Big Mamma teams with the support of Lab Event, represented a real turning point in the management of their event activity.
Thanks to this agile and personalized solution, Big Mamma has optimized its internal processes, improved collaboration between its different establishments, and strengthened the commercial efficiency of its teams. More than a simple tool, Lab Event has become an facilitating partner, providing the necessary technology while allowing users great freedom to adapt.
This collaboration demonstrates the value of a pragmatic approach where technology adapts to business needs, and where customer autonomy is central to operational success.
