The first of a planned chain of modern Italian restaurants will open in London's fashionable Notting Hill next month.
Zucca, on Westbourne Grove, could eventually be joined by a further four or five London venues, all offering modern Italian menus.
"Westbourne Grove is the new 'hot strip' in London and we want to build Zucca up as a popular local restaurant," said Tom Byng, one of the three directors of newly formed parent company Grove Restaurants.
Mr Byng comes to the restaurant industry from the world of advertising, while co-directors Jamie Sherrif and Paolo Cometa both have restaurant connections.
Mr Sherrif has worked at the Savoy and more recently managed Christophe's restaurant in Chelsea, west London. Mr Cometa has owned a variety of restaurants in his 20 years in the UK and will continue to run Ciabatta in Chelsea and A Tavola in St John's Wood, north London.
Head chef at Zucca will be Cesare Lupatelli, who has worked at London eateries the Atrium and the Brook. Zucca will seat 100 diners, who are expected to spend an average £20 to £25 each on a two-course meal with wine.