Eataly, the "food supermarket of the future" opened in January 2007 in Turin: an old Carpano vermouth factory was restored to house an extraordinary showcase of Italian culinary expertise and food. The area is organized into 3 sections:
- Comprare (Buy): A market of 2 500 m2 selling quality food – most of them from local or artisanal producers;
- Mangiare (Eat): 8 restaurants (fish / meat & cheese / wine bar / products from Savoie, etc.), two cafes and a shop selling ice cream;
- Imparare (Learn): the Carpano museum, a library & 10 learning areas - food preserving / wine / beer / Piedmont products / seasonal products; and a large number of paid services - cooking classes with renowned chefs (80 to 100 €) / aperitifs with winemakers (20 €) / basic cooking classes (70 €) / vertical wine tasting (40 €), etc.
This amazing concept is conceived around four key points:
- A supply of quality products manufactured by small Italian firms;
- Prices positioned significantly below those of the "organic" supermarkets – thus permitting an offer at an "accessible" price;
- The "slow food" philosophy is put into action;
- Taking into account the needs of consumers to reclaim cooking.
We are at the core of several "heavy" trends with regard to the modern consumer: the quest for quality / a desire for good health / authenticity / the need to reclaim things (cooking, production proximity, etc.) / the desire to learn / seeking the right price.
As this concept is also rooted in a strong national identity - Italy, a country where one "eats well" and "drinks well" - it can only be exported with success! Keep your eyes open ...
