A Winning Formula of Taste, Sustainability and Revenue

When Norma opened its doors in 2022 in the heart of Monaco, it did so with a bold vision: to combine authentic Italian cuisine with sustainable, premium hospitality. From the outset, Norma’s team has been committed to an eco-conscious approach, ensuring that every element of the guest experience reflects both quality and responsibility. Central to this vision is Pure Ionic Water, which has been poured at Norma since day one and continues to play a vital role in the restaurant’s daily service, beverage program, and staff wellbeing.

A Premium Table Water Experience

At Norma, Pure Ionic Water is more than just hydration; it is part of the brand identity. Guests can order Norma-branded glass bottles of still or sparkling Pure Ionic Water for €5 each, enjoying the clean, crisp taste of hydrogen and mineral-rich water that perfectly complements the restaurant’s Italian menu.

As a value-add, Norma goes one step further for groups. Each table of ten receives three bottles of still and three bottles of sparkling water at no additional charge, showcasing Norma’s generosity and hospitality. This gesture enhances the dining experience while also strengthening the restaurant’s reputation for thoughtful, premium service.

“We have used Pure Ionic Water here as our premium table water since we opened in 2022 and it really is superb,” says Marius Gherghel, Manager of Norma. “It is full of health benefits, it really tastes great, and it’s a winning revenue stream for the business. It really is a winning solution.”

Supporting Staff Hydration

Sustainability at Norma is not only about what is offered to guests—it extends to staff welfare. With a bustling team working long lunch and dinner services, staff hydration is taken seriously. Norma provides unlimited access to Pure Ionic Water for its employees during shifts, ensuring the team stays hydrated, alert, and energised. This practice reflects the restaurant’s ethos: caring for people, whether they are dining guests or the professionals behind the scenes.

Boosting Spend Per Head with Smart Menu Design

One of Norma’s greatest success stories lies in its prix fixe lunch menu, which is available all year round. For €26, guests enjoy a starter, a main course, a bottle of Pure Ionic Water, and a coffee. This offer guarantees value for guests, but it also strategically boosts spend per head for the business.

By embedding Pure Ionic Water into the prix fixe menu, Norma positions it as the natural choice for premium hydration at the table. This decision not only supports the restaurant’s sustainable credentials, no imported bottled waters, no excess glass waste—but also creates a steady, predictable revenue stream.

Signature Spritz Cocktails

Norma has also carved out a reputation for its signature spritz cocktails, four distinct recipes that celebrate Italian aperitivo culture. Each spritz is priced at €13, and every one of them is enhanced by the use of sparkling Pure Ionic Water as an ingredient.

The Hugo Spritz in particular has gained acclaim, praised for its refreshing floral notes and elegant presentation. Pure Ionic Water gives each spritz its lively sparkle, making these cocktails a profitable upsell option while further reinforcing Norma’s reputation for premium quality.

An All-Round Solution

From the dining room to the bar to the staff area, Pure Ionic Water has proven itself as an all-round solution for Norma. It delivers consistent quality, reduces waste compared to imported bottled waters, and provides an elegant, branded experience for guests. Norma’s use of microfiltered water aligns perfectly with its eco-conscious values, while also supporting a business model that maximises profitability through smart menu integration and beverage innovation.

Norma’s menu is a celebration of Italian gastronomy. “You can find every Italian speciality here at Norma,” adds Marius Gherghel. “Pizza (the best in Monaco), pasta, fish, and meat. Our lunch service is 12–3.30pm, and our dinner service is 7–9.30pm.”

Pure Ionic Water enhances each dish, providing the perfect premium accompaniment that allows food to shine.

Building Partnerships

For Pure Ionic Water, partnerships like Norma demonstrate the strength of its offer to the hospitality sector. As Tom Tudor, Country Manager for France and Monaco, Pure Ionic Water, explains:

“I always enjoy dropping into Marius, Gabriel and the team here at Norma, to check in on them and make sure they have enough Norma-branded glass bottles. While I’m here, I always make time for their stunning calamari fritti, and the aubergine parmigiana is out of this world.

The St Germain Hugo Spritz is the perfect accompaniment… or if I’m working, Pure Ionic Water served in branded glass bottles is the perfect, elegant pairing to my favourite dishes.”

The Perfect Partnership

After three years of working together, Norma and Pure Ionic Water exemplify how sustainability, guest experience, and revenue growth can be mutually beneficial. By choosing a premium microfiltered water solution, Norma reduces its environmental impact, enhances its menu offering, and provides a reliable hydration option for both guests and staff.

Norma’s success story shows how Pure Ionic Water can be integrated seamlessly into a restaurant’s identity, not just as a beverage, but as a pillar of service, sustainability, and profitability.

For further information, contact:

Lucy Lilley
Operations Manager – UK & Ireland
Lucy.lilley@wet-environmentals.com
+44 7397662323

Tom Tudor – Sales manager – France and Monaco
+33 640 614 922
Tom.tudor@pureionicwater.com

Film & photography by Carlos Farinha