Key Points
- Don Ciccio Osteria Italiana, an Italian restaurant in Highgate, north London, closed after six years due to lack of local support.
- Owner Marco Claudio Valente criticised affluent Highgate residents for consistent apathy and indifference towards the restaurant.
- The closure was announced on October 16, 2025, along with a poignant farewell message blaming neighbours for not supporting despite good reviews.
- Don Ciccio won Tripadvisor’s Traveller’s Choice award for three consecutive years (2023-2025) and held a 4.7-star Google rating from 700 reviews.
- The restaurant faced extremely low daily earnings despite a regularly refreshed, acclaimed seasonal menu.
- Local responses highlighted that wealth in the area does not guarantee a customer base due to tough competition and discerning residents.
- Owner Valente plans to open a new restaurant with an inclusive vision irrespective of customers’ financial status.
- Staff dedication was commended despite enduring the embarrassment of empty dining rooms.
- The restaurant referred to its closure as a result of “sheer indifference” rather than poor food, bad reviews, or bad luck.
What happened to the Italian restaurant in Highgate and why did it close?
As reported by Bill Bowkett of the Mirror, Don Ciccio Osteria Italiana & Pizzeria, located on Hampstead Lane in Highgate, north London, shut its doors for good last week after six years of operation. The closure stemmed primarily from an unprecedented lack of patronage from the local community, particularly from affluent residents, according to owner Marco Claudio Valente. He expressed profound frustration that despite the restaurant’s culinary accolades and positive reviews, the business struggled financially due to persistent empty tables and apathy from neighbours.
The official closure was announced on October 16, 2025, on the restaurant’s website and social media channels. Don Ciccio’s farewell message was unusually blunt, stating that the restaurant might be the first to close
“not due to poor food, bad reviews, or bad luck, but because of the complete apathy of our neighbours.”
The owner’s statement lamented:
“Thank you for never supporting us, not even once. To those who dined with us during, when we were the restaurant open, thank you for not visiting once the pandemic was over”.
What did the restaurant say in its farewell message?
The message, as shared by The Caterer and Restaurant Online, conveyed deep disappointment, targeting the wealthy Highgate community for their “sheer indifference” to the restaurant’s offerings. Despite being recognised with Tripadvisor’s Traveller’s Choice awards in 2023, 2024, and 2025, and maintaining a stellar 4.7-star rating on Google from over 700 reviews, these accolades failed to translate into sufficient business. The restaurant sarcastically thanked its neighbours, including the Highgate Society for ignoring collaboration proposals, and called out those living nearby who ordered deliveries from other places instead.
The owners highlighted their carefully curated and seasonally refreshed menu featuring traditional Italian dishes like bruschetta, penne all’Arrbiata, and pizzas with gourmet toppings such as porchetta and scamorza cheese, which apparently went largely unnoticed by local patrons. Valente and his team paid tribute to their loyal customers and staff, acknowledging the staff’s perseverance through the embarrassment of empty evenings. The statement concluded with a resigned
“We are guests in this country, and as guests, we will not complain. We will simply say: addio”.
How did local residents and neighbouring businesses respond to the closure and criticism?
As documented by Chris Underhill of Prickett & Ellis estate agents near Don Ciccio, the response from the local community was less sympathetic. Underhill pointed out that affluence does not guarantee support, especially in an area like Highgate with diverse culinary options and discerning diners. He emphasised the high level of competition, especially from gastro pubs with established reputations and awards. Underhill remarked that in his long time in the area, he had not heard anyone actively recommending Don Ciccio.
Mario Seyho, owner of a local newsagent, also reflected on the difficulties faced by several businesses at this location, noting that another restaurant had similarly failed. The sentiments among the locals seemed to indicate that the closure was more a result of market dynamics and customer preferences than community hostility.
What are the plans of the owner Marco Claudio Valente after the closure?
Despite the disappointment, Valente revealed ambitions to open a new restaurant in London. His vision is notably inclusive, focusing not on attracting wealthy patrons but on welcoming all customers regardless of their financial capacity. He stressed,
“We just need people; it doesn’t matter how deep their pockets are,”
signalling a commitment to hospitality beyond economic barriers.
How did the restaurant perform during the pandemic, and what changed afterwards?
Don Ciccio remained open during the Covid-19 pandemic lockdowns, serving loyal customers when few others could. However, as reported by The Mirror and other sources, once restrictions lifted, the lack of local visits became even more pronounced, deepening the owner’s frustration. The restaurant cited earnings as low as £40 a day on some occasions despite its accolades and reputation, underscoring the challenging economics underlying the closure.
What broader lessons does the closure of Don Ciccio offer about running a restaurant in affluent areas?
The closure reflects complexities in operating a hospitality business in areas with wealthy but discerning clientele. Quality, awards, and a strong reputation alone do not guarantee survival where competition is intense and customer loyalty is hard-won. Valente’s criticism of “sheer indifference” is a cautionary tale about the importance of community engagement and strategic marketing beyond reliance on local affluence.
As Underhill noted, customers in Highgate “won’t accept being overcharged,” and success requires more than just location prestige. This insight, combined with the restaurant’s poignant farewell, highlights the multifaceted challenges in the current hospitality landscape, where even well-reviewed establishments can struggle without consistent and committed patronage.
Don Ciccio Osteria Italiana’s closure is a story of high hopes, community disconnect, and the harsh realities of the restaurant business in north London’s competitive dining scene. Marco Claudio Valente’s candid critique, accompanied by an impassioned farewell, has drawn attention to the crucial role of local support and the challenges faced by restaurateurs even in affluent neighbourhoods.
