Eataly is an international company that sells high-quality Italian food products and promotes Italian culture and cuisine. It operates stores around the world that allow customers to buy, learn about, and consume Italian food and drink. Eataly aims to make quality food accessible to everyone and educate customers through its restaurants, cafes, markets, and workshops. It partners with Slow Food and local suppliers to offer sustainable options while differentiating itself through a unique shopping experience.
2. OUTLINE
• BRIEF INFORMATION
• COMPANY HISTORY
• MANIFESTO & GUEST SERVICE MISSION
• MARKET & RESTAURANTS & WORKSHOPS
• COMPANY PARTNERSHIPS – SLOW FOOD
• FICO EATALY WORLD
• BUSINESS STRATEGIES
• PORTER’S 5 FORCES
• SOCIAL MEDIA
3. • Eataly is an international company that has
revolutionized the way in which people can
buy, consume but first of all, learn about
food.
• The core activity of Eataly is to sell top
quality Italian food all around the world,
through their website or their stores.
BRIEF INFORMATION
• Sales Turnover: 330 million € (2014)
4. • There are 16 stores in Italy, 3 in the USA and
Japan, 2 in South Korea and Dubai, one in
Turkey , Brazil and Germany. Eataly is going
to open 5 shops in the USA and 2 shops in
Canada one in Russia, England, Hong Kong,
France, Mexico, and Brazil.
• Eataly aims to spread Italian culture to
cultivate, prepare and eat food. The «Italian
way to do» is strongly present. The tricolor
of the Italian flag is recurrent around the
place.
BRIEF INFORMATION
6. HISTORY
2003, Eataly’s relationship began with Slow Food.
2004, Oscar Farinetti acquired the brand Eataly
2007, Oscar opened a 30,000-square-foot store in
Torino, Italy.
2013, Eataly opened a store in Zorlu Center, Istanbul.
2015, Eataly had a 10.000 m2 pavillion in Expo 2015
Milan and was present among 20 regional
restaurants.
7. WE'RE IN LOVE WITH FOOD.
We love high-quality food and drink. We
love the stories about it, the people who
produce it, and the places it comes from.
MANIFESTO
8. FOOD UNITES US ALL.
Good food brings all of us together and helps
us find a common point of view.
We believe that one of the greatest sources of
joy is what happens around the dinner table.
MANIFESTO
9. OUR PASSION HAS BECOME OUR
JOB.
We've dedicated our daily lives to
promoting a real understanding of high-
quality food and drink. How lucky are we
that we get to do what we love?
MANIFESTO
10. THE SECRET TO QUALITY OF
LIFE? QUALITY PRODUCTS.
By creating and offering the best products, we improve our
own lives and bring added value to yours.
Enter a world dedicated to quality: that means quality
food, quality drink, and ultimately, quality time.
MANIFESTO
11. OUR TARGET AUDIENCE IS
EVERYONE.
Whether you're here to buy a loaf of bread,
prepare for a lavish dinner, or sit down to
enjoy a meal, we want this to be your place.
We want you to be comfortable, happy, and
enriched by every visit.
MANIFESTO
12. EAT. SHOP. LEARN.
This is a store with stories. Here, you won't
just discover what you love: you'll also learn
about what you love.
MANIFESTO
13. WE'RE IN THIS TOGETHER.
What you choose every day determines
what we'll stock on our shelves over time.
When you demand quality products, you
support the local farmers, fishermen,
butchers, bakers, and cheesemakers who
produce them. You create a better
environment—for eating and beyond.
MANIFESTO
14. OUR THREE PROMISES TO YOU:
1. Choice: We offer a diverse selection of
quality food and drink.
2. Accessibility: We are dedicated to
offering the best products at the lowest
possible price points.
3. Knowledge: We feel that it's not just
important that we know everything about
what we sell and serve.
MANIFESTO
15. YOUR TRUST IS EARNED EVERY DAY.
In all ways, we promise to be quiet honest.
We'll never encourage you to buy more
than you need or spend more than you can
afford.
MANIFESTO
16. THE END GOAL.
Our goal is to have you as our customer for
a lifetime. The easiest means to that end is
to offer the best food and drink, as well as
the best environment in which to discover
and expand your tastes.
MANIFESTO
17. RESTAURANTS
La Carne- Meat restaurant La pasta e La pizza restaurant
La Locanda- Regional
Italian tastes, vegetable
tastes and healthy salads
21. FICO EATALY WORLD
The Italian excellence from the field to the fork in a unique place:
- The culture of high quality food;
- The beauty of biodiversity of the Italian agri-food business;
- The expertise and knowledge of those who have always worked for the excellence of Italian
food and wines.
24. Activist Carlo Petrini started the grass-roots movement in
1989 to counteract the sweeping fast-food epidemic across
Italy, which was leading to the fading of local food
traditions and a dwindling interest in food and where it
comes from, how it tastes, and how our food choices
affect the rest of the world.
Slow Food has grown into a global movement
involving millions of people in over 160 countries, working
to ensure everyone has access to good, clean and fair food.
SLOW FOOD
25. The American Marketing Association defines brand
as a «name, term, design, symbol, or a combination
of them, intended to identify the goods or services
of one seller or group of sellers and differentiate
them from competitor»
Eataly today means: food, quality, Italy, cooking, life
style a lot of meaning in just one word.
BUSINESS STRATEGY
26. • Eataly’s business model is new way of doing
shopping, making it a real shop experience that
embodies together the concepts of buying,
eating and learning.
• The «democracy of quality» which defines with
sustainable prices for «alti cibi» is one of the
main values of the company.
• Eataly enjoys a characteristics of uniqueness.
BUSINESS STRATEGY
27. Characteristics of Experiential Marketing
BUSINESS STRATEGY
Experiential
Marketing
Customer
Experience
Consumption
is a holistic
experience
Customer are
rational and
emotional
animals
Methods are
eclectic
30. Eataly has two main groups:
1- Less sensitive customers who don’t consider prices in
favor of higher quality.
2- Create new target by influencing people to shift their
eating habits in favor of quality products. Eataly
encourages people to adopt a new, healthier and more
natural lifestyle, in accordance with nature and
seasonality.
Eataly looks for best quality suppliers and negotiate to
create partnership with Italian and local companies. For
example; Barilla, Grana Padano, Parmiggiano Reggiano,
Parmacotto, Lavazza, Venchi, Peroni etc.
BUSINESS STRATEGY
31. BUSINESS STRATEGY
The majority of goods sold abroad come from Italy, but
for what concerns perishable products: fresh fruit and
vegatable, meat and fish, they are often bought in the
country in which they will be sold. Eataly prefers «short
supply chain».
Italian Traditional
Products
Local/Regional
Products
Few Excellence
coming from
abroad
33. Social media marketing is still under development.
Facebook, Twitter, Instagram, Pinterest, Youtube,
Tumbler and also Google+.
@Eatalygram, which is its Instagram account, the
series is called «Eataly at Home» and shows how
you can use Eataly ingredients at home to create
fabulous courser.
There is own official blog called Eataly Diaries.
SOCIAL MEDIA AND
EATALY
-The name Eataly was coined by Celestino Ciocca, a brand strategy consultant who has worked for Texas Instruments as well as Ernst & Young. He first registered Eataly as a domain name on February 23, 2000 and as a trademark in June 2000. Celestino Ciocca sold (by his family company) all his rights to the name to Natale Farinetti on February 3, 2004
-Eataly was inspired by founder Oscar Farinetti’s trip to the Grand Bazaar, which he said completely changed his ideas about commerce. Walking around Eataly Istanbul, it has all the life and bustle of a Turkish bazaar but infused with an Italian passion for food. “We’re in love with food” is the first point on Eataly’s manifesto, a love that has clearly filtered to its staff, from the top down.
Eataly prefers direct investment for Italy and the USA. For other countries, company prefers joint-venture.
Oscar got his start at UniEuro in 1978, a small appliance and food retail store. He focused on electronics and transformed UniEuro into one of the largest electronics retailers in Italy, opening 150 stores from 1978 to 2003. In 2003, he sold UniEuro and dedicated himself full time to Eataly. In January 2007, he opened a 30,000-square-foot store in Torino, Italy, that joins elements of the lively European open market and a learning center. Oscar’s aim is to make high quality Italian foods available to everyone, at fair prices and in an environment where people can shop, taste and learn.
Oscar thinks local but acts local.
2017 is the target year to become global public company.
LA LOCANDA 3 DAKİKA VİDEO
One of the most original strengths of the brand's identity is that "what you eat in the restaurant is what you can actually find on the store shelves and easily learn about it".
Workshop prices are about 120 TL -150 TL.
Workshop Events are follows:
- Halloween-Special - Italian Artisanal Cheeses - Italian Bakery Art - Mini Hands Cook Cookies - Mardin Kitchen
FICO Eataly World opens and offers itself to the world on Summer 2017.
FICO Eataly World aims at becoming the reference venue for the dissemination of knowledge on Italian food and wines, the meeting place for all those who love food and wish to discover its secrets and traditions, on the lookout for information and unique experiences.
We aim at telling the World about the excellence of Italian food and wines and the beauty of the Italian agri-food industry, combining local tradition, culture of high quality food and the expertise of those who have been working forever in the agri-food chains. All of this under one roof.
It'll be a F(abbrica) I(taliana) Co(ntadina) [Italian Farming Factory] a place where values are produced, even before produce and products.
FICO Eataly World shall be a huge and joyful place, where the wonders of the Italian agri-food industry and its food and wines shall be presented and narrated from their birth inside mother earth to their final destination on a dish and in a glass. It shall be the taste and the beauty of Italy, illustrated to all citizens of the world.
OSCAR FARINETTI, who is founder of FICO EATALY WORLD, "FICO Eataly World will be a place where children and young people from all over the world will understand the immense heritage of Italy, a place which aims to enhance the culture related to food and to generate a sense of pride in the new generation. It will be a place of contrasts but also of collaboration between small and large Italian companies, between new start ups and old traditional businesses. It will be the showroom of the Italian excellence, the showcase for Italy in front of the World."
COMPANY PARTNERSHIPS
When you eat and drink at Eataly, we promise that you will eat food that is good, clean, and available at fair prices. We support small producers who use whole, healthy ingredients in Italy, the United States and all countries, from the miller in update New York who provides the grain for our freshly-baked bread to the family-run Umbrian olive farm that offers us genuine extra virgin olive oil. As you learn the story behind these products, you will feel proud of what you are consuming – which we guarantee will be delicious.
Slow Food is a global, grassroots organization, founded in 1989 to prevent the disappearance of local food cultures and traditions, counteract the rise of fast life and combat people’s dwindling interest in the food they eat, where it comes from and how our food choices affect the world around us.
Since its beginnings, Slow Food has grown into a global movement involving millions of people in over 160 countries, working to ensure everyone has access to good, clean and fair food.
Eataly also colloborates with Wild Hive Farm Community Grain Project, the City Harvest association in NYC etc.
Alti cibi: high food.
Bernd Schmitt defined four key characteristics in his article named by «Experiential Marketing»:
1- Customer Experience: Experiences occur as a result of encountering, undergoing or living through things. Experiences provide sensory, emotional, cognitive, behavioural, and relational values that replace functional values.
2- Consumption is a holistic experience: This type of thinking broadens the concept of a category (moving over) and examines the meaning of the specific consumption situation in its broader socio-cultural context (moving up)
3- Customer are rational and emotional animals: For an experiential marketer, customers are emotionally as well as rationally driven.
4- Methods are eclectic: Experiential marketing is not bound to one methodological ideology; it is electic.
we can distinguish among five experiential frames. Sense relates to the aesthetic pleasure, euphoria, satisfaction. Feel embraces states of mind, emotions, different feelings with different intensity. Think refers to the cognitive component of the experience, while Act includes lifestyle and interactions with customers. Relate involves the relationships between the customer and the socio-cultural context in which he is immersed. The objective is to stimulate all the five experiential frames in order to create an holistic experience: in doing so, companies are asked to mobilize different resources (both material and immaterial, such as products, brands, in shop activities…) and different linkages among heterogeneous suppliers.
Industrial Rivalry: Actually, there is partically no competitiors fighting with the same business model. So we can talk about Blue Ocean for Eataly.
Bargaining Power of Suppliers: In the last years, supply chains driven by a specialized high quality retailer such as Eataly have met great success. Eataly focuses on high quality food specialties often confined in small local niches, have had the ability to launch these products (through their store chains and websites) in larger markets with more visibility. Eataly is directly supplied by producers (short supply chain)- and, thus, by establishing a direct ethical relation with them, the company can offer products similar to what traditional small retailers propose, but at a far lower price.
Threat of New Entrants: Weakness of «short supply chain» such as small basket of products, supply and stock management. It causes cost increase. Another threat is high capital investment. Each Eataly stores are about 5000-6000 square meters and cost of one store is about 15-20 million Euro.
Threat of Substitutes: Eataly will not stay in the «blue ocean» for a long period. Some Internet based retailers such as iGourmet and D’Artagnan wil be competitor in the future. Of course, changing trend is another threat for Eataly.
Bargaining Power of Buyers: Eataly does not only enjoy a strong buyer power but it has a great competence on negotiate with important clients (selling power), hereafter some examples: MSC, NTV trains and Starhotels and so on. Its prices is about 25 -30 % higher than supermarket etc.
For example, Eataly Istanbul Twitter Account has only 3085 followers.
On Facebook, only 943 People Talking About Eataly and 57,970 People Checked In Eataly and Total Page Likes is 19,130.
