When you think of Italian-American dining, you might picture bustling trattorias in New York, where vintage photographs and checkered tablecloths tell stories of generations past. Joe Worthington, a “Burnley boy” with a passion for lasagna, decided to bring that same authentic energy to the London restaurant scene – with a distinctly modern twist.
Senza Fondo, which translates to “without bottom”, opened in Shoreditch in February 2025, offering bottomless lasagna for £20 alongside £5 Negronis. While Worthington wants people to enjoy the food and drink, what’s more important is the sense of conviviality and connection – the true reflection of Italian culture. “The table is everything,” he says, “it’s not necessarily about what’s on the table, it’s who’s sat around it.”
The £50 challenge: fantastic food without the hefty bill
Opening your first restaurant is daunting enough, but Worthington set himself an additional challenge. After eating his way around the local area, he discovered that a decent meal for two easily hit £150. His mission was to create an experience where customers could enjoy great food, have a few drinks and come away feeling satisfied, all for £50.
The bottomless lasagna concept created its own pricing puzzle. While Worthington knows the average order – 2.3 portions – he also knows that it can vary wildly between tables. A customer might pay £20 for one slice of lasagna or five, so it was important to price all the other menu items carefully and ensure excellent value for everyone.
“It’s my first restaurant business, and there was so much to learn, so much to do,” Worthington admits. He needed a technology partner that made things simple. “I wanted something user-friendly and that I’d used before, but that also looked 2025.” Having used Square at a music festival, he knew he liked the sleek look and touchscreen interface – and was impressed by how quickly his Gen Z staff could place orders with lightning-fast fingers.
Slick service and three-minute Negronis
Senza Fondo operates with an integrated Square ecosystem, including iPads on Square Stands, handheld devices for table service, and a main till at the bar. This setup supports their service goal of getting food and drink to customers as quickly as possible – crucial for maintaining the energetic atmosphere Worthington envisioned.
“When we sit someone down, we say, ‘Just to let you know it’s £5 Negronis before the first plate of food hits the table,'” Worthington explains. “Fifty per cent of tables will go: ‘We’ll have two of those.’” He confirms that, thanks to the efficiency of the Square system, the drinks are on the table within three minutes, and the evening is off to a flying start.
Tapping into a thirst for knowledge with Square data
Square’s dashboard has become essential for daily operations, with Worthington checking reports every morning to see how menu items are performing. “If something’s not selling, we can make the decision immediately to get rid of it. We wouldn’t be able to do that without data-driven results from Square.”
Worthington has even turned Square reports into viral social content. “Everyone’s got a thirst for knowledge,” he says, and it turns out people love seeing how many lasagna slices and Negronis they’ve sold. A quick LinkedIn post received such an enthusiastic response that he’s now developed “a whole content genre” around data.
The journey to becoming a regular
Beyond attracting views and likes, Worthington also recognises the power of data to drive customer loyalty. Thanks to Square’s integration with SevenRooms, he can access valuable insights about his customers to entice them back. He calls it “the journey to becoming a regular,” and it’s all about creating an experience that makes people feel seen and appreciated.
The technology allows the restaurant to track the items people are ordering and target them with relevant special offers. It also enables them to add little touches that elevate the customer experience. “If you’ve been here five times, we’ll see that you started with a Negroni every time, and on your fifth occasion, we’ll have a round waiting on the table as you come in.” With a data-driven focus on fostering loyalty, Senza Fondo is setting itself up for long-term success.
Impact: exceeding expectations and building community
It’s been seven months since the restaurant first opened its doors, and the results speak for themselves. Senza Fondo is 25-30% busier than Worthington’s initial projections, with the team doubling from eight staff to 16. While customers love the lasagna, it’s the service and ambience that get the most mentions in customer reviews. By creating a feel-good experience, a dining concept that could have been a passing fad looks set to become a Shoreditch institution.
Looking ahead, Worthington is confident about maintaining momentum in a challenging market. “If we keep doing what we’re doing – trying to put up great food, great service, great music – I think we should be all right.” With Square providing the operational foundation, Senza Fondo can focus on what matters most: creating that “big warm hug” feeling that keeps customers coming back for more bottomless lasagna.
