Made in Italy is equivalent to quality recognized and appreciated all over the world and in various sectors, from textiles to design, with particular attention to food and wine, the mainstay of Italy.
From this certainty the idea of Oscar Farinetti who, in 2007, founded the brand Eataly, creating a celebratory reality of food and beverage Made in Italy in all its facets.
Eataly, brief history of the Italian brand that conquered the world
It’s 2007 when, Oscar Farinetti, a Piedmontese entrepreneur born in 1954, opens the first Eataly in the city of Turin.
His mission begins: to select the excellence of Made in Italy to offer them first to the Italian public, then to the whole world with the aim of spreading education and culture regarding Italian food, the origin of the ingredients, The processing processes and differences between raw materials.
The following year Eataly arrives in Bologna and, in 2009, the brand reaches abroad with its first store in Tokyo. In 2010 it is the turn of Monticello d’Alba and New York where, even today, Eataly is among the most visited attractions in the city.
In the following years, the brand’s expansion accelerated, reaching Genoa, Rome, Bari, Florence but also Istanbul, Dubai and Chicago.
Today the brand has 15 active sales outlets in Italy, 8 in the USA and 18 more around the world, including London, Paris and Toronto.
The mission of Eataly, to bring Italian excellence into the world
Eataly has been an idea of great success, especially abroad, where the counterfeiting of Made in Italy is unfortunately a very frequent phenomenon and where the brand has succeeded in establishing itself by offering quality guarantee and Italian taste, Wanted all over the world.
The mission of Eataly goes far beyond the sale of Italian food and wine excellence and aims to educate on the origin and diversity of Italian products with cooking classes, activities for adults and children and explanatory posters that are posted on the walls of each Eataly store.
What the brand offers people is not simple marketing but identifies itself more in experiential marketing: anyone who enters a store Eataly will find not only shelves full of products but also markets, corner coffee shops, restaurants, wine shops and you can, as well as buying, also taste, taste and learn everything there is to know about the excellence of Made in Italy.
Eataly, not only a brand but an experience
As already mentioned, Eataly owes its success to experiential marketing, that is to say the ability to create a real experience for its customers, comparable to a journey through the various regions of Italy, Discover the typical specialties and the culinary tradition of the Italian tricolor.
The brand has succeeded in combining the GDO model – large-scale organized distribution – with the craft productions of the various regions, building a unique reality that, thanks to this peculiarity, has been successful all over the world.
The exaltation of flavors, craftsmanship, recipes typical of the Bel Paese and traditions that make us famous all over the world: these are the main keys to the success of the brand besides the fact that it has never given in to compromises.
In fact, although today Eataly is a globally recognized brand with many points of sale, it has never given up its main distinguishing feature: the quality of the products it offers.
And it is thanks to this loyalty to its values that, after 17 years since its birth, Eataly is still perceived as an Italian excellence in Italy and the world.
Copertina: Pixabay