With 9 (and more to come) vibrant venues across Australia, Criniti’s Group has built a beloved dining empire rooted in a warm, family-first philosophy, where “When you’re here, you’re family” isn’t just a saying, it’s a way of life. Known for their iconic meter-long wood-fired pizzas, made with secret-recipe dough, Criniti’s delivers unforgettable meals in a setting that feels like home.
Their massive menu, boasting over 300 dishes, caters to every taste, from traditional Southern Italian favourites and modern Aussie fusion to vegan, halal-certified, and comfort food staples like ribs and burgers. Authenticity shines through in every bite, thanks to time-honoured family recipes crafted with fresh, locally sourced ingredients.
Since launching their first venue in Parramatta back in 2003, Criniti’s has grown into a nationwide favourite with iconic locations across Sydney, Melbourne, Perth, and Newcastle, each one dishing up memorable meals, desserts, and drinks with signature Italian-Australian flair. We sat down with Senior Marketing Manager Gunjan Gupta to hear how Criniti’s has created a more unified experience across all venues, using Now Book It to streamline operations and support smooth growth as the group continues to expand.
Secret to scaling a dining empire seamlessly
With Now Book It, Criniti’s Group has successfully brought all 9 venues under one unified booking system, delivering consistency not just for guests, but for their internal teams as well. The platform has streamlined key areas of the business, from guest communications to staff training and day-to-day operations, making things smoother across the board.
Branded email templates ensure that every customer interaction feels warm, polished, and on-brand, no matter which location they book. Meanwhile, centralised training tools mean new team members can be onboarded quickly and consistently across the group, saving valuable time and reducing room for error.
On the customer side, the introduction of the group widget has been a major win. Rather than navigating separate booking links for each location, diners can now select their preferred Criniti’s venue from a single, user-friendly page on the website. The venue is clearly displayed throughout the process, which dramatically reduces booking errors, especially during busy periods or for interstate visitors. Once a booking is confirmed, it drops straight into the correct location’s diary, ready for the team to manage without any back-and-forth or confusion.
“Now Book It has helped us feel like one big team across all our venues. It’s made things clearer for customers, easier for staff, and more cohesive for the brand. It’s a system that grows with us.” Gunjan shared.
More than just tables at multiple venues
While Now Book It has made everyday bookings smooth and stress-free, it’s also become Criniti’s secret weapon for handling their biggest and busiest events. From Mother’s Day feasts to New Year’s Eve celebrations, the team can showcase all event details, menus, pricing, seating times, and more, right on the booking widget. Guests can easily see what’s on, choose their location, and book directly from one page, without ever needing to call or send a message. It’s clear, convenient, and helps reduce the last-minute rush and confusion that often comes with major holidays.
“It’s not just about booking tables anymore; Now Book It helps us bring our events and experiences to life. Everything’s in one place, and that’s made a huge difference for both our team and our guests.”
The system also makes it easy to promote and manage ongoing experiences like their ever-popular Kids’ Pizza Classes and Corporate Pizza Classes. These fun, hands-on events are available to book directly through the widget, complete with payment, terms and conditions, and all the important info upfront. This means no chasing payments, no back-and-forth emails, and fewer things for the team to worry about on the day.
Support that never sleeps
At Criniti’s, great service doesn’t stop at the table, and the same goes for their tech. With Now Book It, support is served 24/7, whether it’s a quick question via live chat, a call to the support line, or a deep dive with their dedicated account manager. From day one, the onboarding process was smooth and stress-free, thanks to a hands-on onboarding team who made sure every venue was set up just right, fully customised to suit Criniti’s unique vibe and workflows.
“The onboarding was seamless. It didn’t feel like tech setup, it felt like we were building something that actually worked for us,”
And the learning never stops. Ongoing training, regular check-ins, and proactive system reviews mean the Criniti’s team always feels supported, upskilled, and ahead of the game.
“We’re not just using a booking system, we’re working with a team that gets hospitality, inside and out,” Gunjan added.
Whether it’s tweaking settings to suit a new promo, or scaling up for a big event, the Criniti’s crew knows they’ve got backup, any time they need it.
Gift cards that go the distance
Now Book It also allows Criniti’s Group to turn gift-giving into a group-wide experience. With a shared gift card widget across all venues, customers can buy a Criniti’s gift card online and use it at any location nationwide. Whether it’s a family celebration in Newcastle or a casual dinner in Perth, that one card has it covered, making for an even more seamless guest experience.
Behind the scenes, it’s just as smooth; the team can easily track, manage, and redeem gift cards across all venues from a single place. Since the start of this calendar year, Criniti’s has made over $40,000 in gift card sales, which is revenue that wouldn’t be there otherwise. Plus, gift card users tend to spend up to 20% more per visit, making these cards a win for both guests and the business.
“It’s taken the hassle out of gift cards completely. Guests love the flexibility, and our team love how easy it is to use,” says Gunjan.
The shared system has made promotions, corporate gifting, and last-minute presents a breeze, all while keeping things super simple at the venue level.
With Now Book It, Criniti’s Group isn’t just booking tables; they’re booking better experiences, happier guests, and unmatched hospitality experiences where every guest truly feels like family.
Now Book It tip: Don’t miss the 1–meter or 2–meter wood-fired pizza to share with your table. It’s a Criniti’s signature experience you won’t find anywhere else!
