The Client is at the Centre of Everything We Do
Sustainability: Making Smart Choices
August 2, 2025Managing Director Pawlu Borg Bonaci has the tough
task of balancing Elia Caterers’ hefty legacy with
innovation.
Nicola Abela Garrett discovers how this
consummate entertainer and caterer does it all.
When in doubt, there’s always Elia. Whether it’s for a quick pastizzi pick-me-up, an emergency consignment of Cassata Siciliana, or the solution to all your wedding woes, the establishment has had the nation’s back for three generations. Elia Caterers have been setting the tone and textures for Maltese gatherings since 1953, first from their landmark café in Ħamrun, and now from three premium venues in Rabat and Birżebbuġa.
Steering the good ship Elia is the dynasty’s descendant and managing director Pawlu Borg Bonaci, who needs no introduction in the worlds of catering and entertainment. In light of the long legacy he upholds, we caught up with him to gauge his mood on the subject of innovation.
Pawlu’s a born entertainer. Our conversation is fuelled by his sense of humour, and peppered with hilarious anecdotes from the spheres of performance and catering. By his own admission, the performer’s need for applause is Pawlu’s impetus when delivering the full Elia experience.
“For me, it’s that moment when guests get a first look at the cake. I’m so invested in their reaction. I’m always on tenterhooks for their feedback. I need to see and hear that they’ve been left with a lasting impression.
That’s how my work is rooted in performance.” Stage presence and merriment aside, there is a grounded seriousness when Pawlu speaks about the inner workings of Elia. In the business of delivering a good time, the stakes are always high for him, and there’s no room for resting on one’s laurels.
Displaying a strong conviction in the power of market research, there’s certainly a clinical side to the pâtissier, cake decorator and musician that is Pawlu. As a man in marketing, he’s always backed his arguments for innovation with evidence and case studies. He even went so far as to focus his thesis on the sustainability of bringing in outside voices into family businesses.
In this industry, it’s about staying relevant, which is why Pawlu’s passionate about discovering the next big thing in catering. Whether it’s adopting tools such as Pinterest to better fulfil a bride’s vision, or tapping into the latest event trends to keep the crowds talking, he’s forever looking to stay ahead. “When we carried out market research a decade ago, we wanted to understand our positioning, analyse the state of the market, and see how it perceived us as a brand. Having a deep understanding of our clients is something I’ve always believed in and built on.”
Pawlu’s loyalty towards his clientele is palpable. They’re at the centre of everything Elia does, and he recognises the social currency of the Maltese wedding. “It’s an opportunity for couples and their families to make a statement. As a catering and events business, we’re wellversed in how different social circles have different ways - and aesthetics - of showing off.”
But aside from keeping up appearances, Pawlu’s navigated enough weddings in his lifetime to know how personal and bittersweet they can be. This is why the previous generation of Elia - in that same spirit of innovation - had made a conscious
Pawlu Borg Bonaci
decision to train their team in this regard. They wanted
their sales department to deliver emotionally intelligent
sales pitches, and have heightened interpersonal skills
which would solidify their clients’ trust in them and the
process.
Endeavours to innovate tend to focus on newer and younger audiences, but with Elia being so closely tied to tradition and Maltese culture, is there any risk of losing their grassroot audience? “Apart from the fact that the worst resistance to change tends to come from within, innovation can oftentimes be disheartening when faced with your clientele’s intransigence.
But it’s a necessary process if your regulars aren’t getting any younger, and you’re looking to stay current with younger audiences… Nevertheless, we’re still committed to respecting our longstanding patrons; they’re the social demographic that’s helped our business survive and grow to this day. Striking a balance is not easy, but we’ve so far managed to introduce new concepts, albeit at a slower pace than what we’d hoped for.”
And it’s certainly not just about attracting new markets; it’s also about self-reliance. Now with a portfolio of three venues (excluding the café), the acquisition of Giardini Lambrosa, Veranda, and Villa Overhills was an exercise in innovation in itself, given the shifting climate of the industry in terms of space and property.
Pawlu envisions Elia to become more independent when it comes to setting the scene for their services, as opposed to relying on third-party locations for things to happen. With so many venues closing down over the last few years, Pawlu wanted to act quickly with a contingency plan, whilst also creating a fresh face for Elia in the form of new event spaces.
Evidently, Elia’s trajectory is still going strong, and Pawlu and the team have certainly mastered the balancing act between legacy and innovation. But we cannot conclude this discussion without asking what results they’re looking to yield in the near future.
“There are some things which require a bit more growth and expansion. We’re looking to exploit the venues more, and Elia Café could also do with some development by mixing things up a bit with different concepts.
Investing in our customers' experience has to be an ongoing process, which is why we have plans to upgrade some areas, in order to ensure that the whole journey with Elia is a pleasurable one from start to finish. The clients are, after all, our best marketing tool.”
Endeavours to innovate tend to focus on newer and younger audiences, but with Elia being so closely tied to tradition and Maltese culture, is there any risk of losing their grassroot audience? “Apart from the fact that the worst resistance to change tends to come from within, innovation can oftentimes be disheartening when faced with your clientele’s intransigence.
But it’s a necessary process if your regulars aren’t getting any younger, and you’re looking to stay current with younger audiences… Nevertheless, we’re still committed to respecting our longstanding patrons; they’re the social demographic that’s helped our business survive and grow to this day. Striking a balance is not easy, but we’ve so far managed to introduce new concepts, albeit at a slower pace than what we’d hoped for.”
And it’s certainly not just about attracting new markets; it’s also about self-reliance. Now with a portfolio of three venues (excluding the café), the acquisition of Giardini Lambrosa, Veranda, and Villa Overhills was an exercise in innovation in itself, given the shifting climate of the industry in terms of space and property.
Pawlu envisions Elia to become more independent when it comes to setting the scene for their services, as opposed to relying on third-party locations for things to happen. With so many venues closing down over the last few years, Pawlu wanted to act quickly with a contingency plan, whilst also creating a fresh face for Elia in the form of new event spaces.
Evidently, Elia’s trajectory is still going strong, and Pawlu and the team have certainly mastered the balancing act between legacy and innovation. But we cannot conclude this discussion without asking what results they’re looking to yield in the near future.
“There are some things which require a bit more growth and expansion. We’re looking to exploit the venues more, and Elia Café could also do with some development by mixing things up a bit with different concepts.
Investing in our customers' experience has to be an ongoing process, which is why we have plans to upgrade some areas, in order to ensure that the whole journey with Elia is a pleasurable one from start to finish. The clients are, after all, our best marketing tool.”
