The French-owned, fantasy Italian Big Mamma group is to open its first UK restaurant outside London in Birmingham, taking over the former Vinoteca site in the Paradise development on Chamberlain Square.

La Bellezza, a 150-cover trattoria with a 25-seat terrace, launches later this year and follows Gloria (pictured), Jacuzzi, Circolo Popolare, Ave Mario and Carlotta, which have made an impact in the capital with their Instagram-friendly take on Italian food and hospitality.

Despite the tongue-in-cheek approach and over-the-top decor and menus, co-founders Victor Lugger and Tigrane Seydoux insist they are serious about their task: “Our main goal as restaurateurs in to being to life the warmth and generosity of those little trattorias you find hidden throughout Italy. La Bellezza with be the epitome of this.

“We are hugely excited to be coming to Birmingham, not only to be part of its incredibly vibrant restaurant community but also to bring our superb Italian products, which we spent three years personal sourcing from small family-run artisans, to another major European city.”

Manchester is expected to be the next British city visited by Big Mamma, some time in 2025.