Magic mirror on the wall, who is the fairest one of all?
Famed is thy beauty, Majesty. But hold, a lovely maid I see. Rags cannot hide her gentle grace. Alas, she is more fair than thee.
Alas for her! Reveal her name.
I wonder when it happened. The day they were told they were not the fairest of them all anymore.
The ALEXANDRA has been an Italian restaurant since 1987 when husband and wife Maria and John took it on. A family business, where the kids probably learnt how to make pasta dough before they could walk. For 35 years the devoted couple have opened their doors, serving their authentic Italian food.
It is without question one the most beautiful and elegant buildings you will see.
Located opposite the stunning Royal Ramsgate harbour, its position couldn't be more favourable.
This beauty isn't skin deep though, wait until you step inside.
.
It has that air of Italian authenticity with its red table cloths and simple table settings.
I am reminded of a themed restaurant in a posh hotel, or somewhere else I have been... Now where was it?
Sadly any other similarities stop here and are frankly coincidental. I wonder what Maria and John would make of the food though? Probably turn their nose up at it.
So back to home and the beautiful Alexandra Ristorante...is empty!
The Alexandra has almost disappeared from local conversation, no one says that you must go to the Alexandra anymore.
It is like it never even existed.
Why? Why is question and the basis of this review, what is it that stops people coming here?
It isn't for the lack of appreciation for good authentic Italian food.
A restaurant has opened a few doors away and calls itself "Travels through Italy" (I'm not a fan of the name) It is owned by Ramsgate's very own Salt Bae, the man behind the neighbouring restaurant, The Little Ships.
These are not reasonably priced, homely authentic places.
So lets ask the question why, or more to the point, how?
How can a hollow, shameless rip off Italian restaurant (Travels through Italy) set up camp just meters away, and essentially steal the Alexandras customer base?
I think the sad reality is that Alexandra never had a customer base to steal. Travels through Italy have created their own market through modern marketing techniques, and assumed quality, without any Italian heritage or authencity at all.
This is what the Alexandra lacks the most. It is it's lackluster approach to marketing and promotion. The menu is a passionless crowdpleaser, with no stars to shout about. Homemade or Authentic food isn't enough to draw people to you anymore, you have to be like the light bulb to a moth.
You have to irrisistable, have to give them a WOW!
I think somewhere along the line they must have thought it was price that was stopping the till ringing, so they reduced the prices... For everything that it is, it is very cheap by anyones standards. Or maybe the menu is so old they haven't changed it in years, and I suspect I am probably correct with the latter assumption.
The Alexandra has been given an expert opinion before:
The Restaurant Inspector... and TV's newest star Fernando Peire delivers his verdict on the seaside diner he has vowed to save from oblivion.
"The food was terrible. There's no reason why any sane person would want to go in there."
Pretty unpalatable news for the crestfallen owners of the Alexandria Restaurante Italiano in Rome. Sorry... Ramsgate.
"You and I are not a good match," fumes furious front-of-house supremo Maria Valeri.
"I'm not looking to marry you," replies Fernando. "I'm just looking to give you some advice."
Which, considering he's director of arguably Britain's most successful eatery The Ivy, Maria would do well to listen to.
Sadly, she is not inclined to. Especially, when he insists on ditching the dreadful 70s-style salad bar.
Charming and funny but no pushover, Fernando stands his ground. And the Alexandria's relaunch is a triumph.
I'm not sure how long this triumph lasted for, but years later, nothing seems to have changed.
Whilst some of the comments made by ""TVs newest star" (who I had to google because I didnt know the name) made some comments which I fancy are purposefully self indulgent, but I cant help but be struck by:
"You and I are not a good match," fumes furious front-of-house supremo Maria Valeri. "I'm not looking to marry you," replies Fernando. "I'm just looking to give you some advice."
That bit I think is quite revealing.
Maria needs no introduction if you have eaten here before. She is a proud professional. The husband is the king of the kitchen... She is the queen of the dance floor, she runs front of house, her own way!
Maria is infamous for her own blend of customer service. I dare you to sit outside in the summer and order a drink, and then sit there for 5 minutes without looking at the menu. I give it 2 minutes tops... She will be stood over you, pad in hand, pen tilted, eyes blazing, nostrils flaring.
I get it, nice tables in the sun for people who want to eat, not nurse a glass of wine for an hour.
I feel Maria is getting the whole glug from the poison bottle, and that isn't fair because her own crime is being a passionate restauranteur which happens to be the family business.
So what do they say about themselves? Here is their Bio from TripAdvisor:
Alexandra Ristorante Italiano, Pizza, Pasta, Vino established since 1987, overlooking the picturesque Royal Harbour Ramsgate and Yacht Marina, the only Royal Harbour in the United Kingdom. We are the only Italian restaurant with Italian origin in Ramsgate and offering a wide choice authentic Italian pizza and pasta including locally sourced meat, fish and vegetarian specialities.
I see two points personal to them. Firstly they are the only restaurant with Italian origin...(so I was right in my assertion about Travels through Italy)
And second, the use of the word authentic. Nothing wrong with that, but it is another nod to their staunchly proud, unbridgeable resolve. It's authentic because they say it is.
Magic mirror on the wall....
So to conclude, it's not location, it's not the price, the food is fine but nothing special.
They are just no where near as good as they think they are.
This is a fine piece of italian ass, It needs to learn how to tarantella again, flaunt it's ample assets. Not literally, but then again why not? It's a metaphor to make them see that they need to reignite the passion in a way it gets everyone excited.
I will free flow some more ideas.
Cut the menu in half focusing on making each dish the very best it can be using modern techniques.
For ideas and inspiration look at the outstanding The Little Sicilian, a complete new comer that has swiped away possillipos crown as the best Italian restaurant and positioned themselves as not only the best Italian in Broadstairs but for miles around.
Rebrand as a sophisticated Italian inspired cocktail bar with small plates being a feature
Feature regular themed nights with tarantella dancing.
Most importantly of all is to raise the profile of the business by adopting social media,
The reality is that nothing will happen without dramatic action, and change. That is the commitment only the owners can make.
Before I move to the score I cannot end without sharing the last review on TripAdvisor.
"A very rushed experience
Came here as a walk in at around 7pm ordered drinks and starters, asked for longer to pick mains as couldn't decide, was asked twice to hurry up, so sadly ordered something I didn't really want, which I couldn't really eat as was too hot and stayed hot for at least 15 mins.
Asked for pepper with the meal only to be given a sachet of pepper! Ok not a major deal but in all the years of eating out what restaurant doesn't have salt and pepper shaker, especially an authentic Italian!
All the while was being watched the whole way through the meal which was very uncomfortable. All this because they wanted to close early. If we'd just been told this then we could of made other plans. All in all not a pleasant experience and seeing it very quiet for a Saturday evening probably explains why."
I rest my case my Queen.
Magic mirror on the wall, who is the fairest one of all?
Famed is thy beauty, Majesty. But hold, a lovely maid I see. Rags cannot hide her gentle grace. Alas, she is more fair than thee....
HOW DOES IT SCORE
1) Is it to the expected standard?
There are no surprises here, and that is a shame, but if you want cheap homecooked pizza or pasta, you won't go wrong ONE STAR
2) Does it do something that you have always wanted to try?
No it's menu is a crowd pleasing mediocre offering, but nothing to shout about NO POINT
3) Is it fairly priced?
To it's credit it is fairly priced for a restaurant ONE STAR
4) Cleanliness, including customer toilets
To the expected standard. ONE STAR
5) Service
I wasn't going to mark it down because Maria gets upset if you don't order food. However I spotted the latest review on Tripadvisor. NO POINT.
CONTRIBUTING EVIDENCE
A) Does it have a clear and relevant identity?
It lacks presence, it lacks intention, potential customers notice it's competition first.
B) Does it stand out for quality and standards?
Standing out is its main problem
C) Is there areas of the business that someone else does better?
Look at The Little Sicilian
D) Does it diversify?
It appears rigid, stuck in the mud, stuck in their ways. A Just eat extension would be ideal for them, that way they wouldn't have to provide a table service.
E) Will customers return without hesitation?
The masses will go with the flow if there is nothing to pull them back. I am sure there are a few that remain loyal, but with so much better choice the answer must be no.
70 Harbour Parade, Ramsgate CT11 8LP
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