[Eataly] - Breakthrough Innovation

Locations:

BOSTON

DUBAI

LONDON

SHANGHAI

SÃO PAULO

SEOUL

TORONTO

MIM - NPD – Pair Assignment 2014 10/04/2014 © 2014 IXL Center Inc. All Rights Reserved

Michela Caltran (Italy)

Charlestown

MIM - NPD – Pair Assignment 2014 10/04/2014 © 2014 IXL Center Inc. All Rights Reserved 2

TEMPLATE

EatalyEnjoy the journey to the heart of Italian cuisine

Charlestown – Helena Simon and Michela Caltran

Eataly offers the opportunity to shop, taste and enjoy a wide selection of fine Italian food and wines. The marketplace includes a bakery, a pastry counter, a fresh pasta counter, a meat and a fish counter, a Nutella corner, a wine bar…Costumers can also attend lessons in the culinary educational area.

The Offering

People are looking for high quality food and wines at an affordable price. They want more choices and more opportunity to learn about what they eat.

The Need

Eataly set a new standard in the distribution and promotion of quality food. From 2007 until today, 32 stores have been opened around the world: 15 of these are in Italy, 13 in Japan, 2 in the U.S., 1 in Dubai and 1 in Turkey. Its sales volume exceeded 226 milions €in 2013.

The Impact

It brings together small local businesses from different regions of Italy that provide a huge variety of first rate aliments at a convenient price. The trendy environment is also organized in order to offer an in-depth food experience.

The Unique Positioning


TEMPLATE

EatalyEnjoy the journey to the heart of Italian cuisine


3. Powerful & Winnable Business Models

2. Meeting & Delighting Human Needs• Customize for me: Customers can choose their favorite

products among a wide selection of food and drinks. Or go to one of the restaurants open on site to get a direct taste of Italian cuisine.

• Safety and Security: all the products are highly certified. Information about origins and ingredients of every meal are available

• Sensible and Simple: Food & Wine are organized in thematic areas. For people who value high quality food and want to gather expertise from an authentic source.

1. Emerging & Converging Trends

Discover the variety of

Italian food. Taste it, shop it and learn new

recipes.

4. Compelling & Differentiated Combinations

• Restaurant kitchen equipment

• Flatware• Local & National food

companies network

• Variety of Italian food and wines

• Choice of Restaurants• Cooking lessons• Housewares & Books

• In store• Eataly website: Free

Shipping over $80

• Trendiness such as healthy and tasty food and drinks

• Shopping while you learn something new or enjoying a meal in a friendly environment

• Batali & Bastianich Hospitality Group

• Barilla, Lavazza, Caffè Vergnano, Parmigiano Reggiano, Venchi, MSC cruises, Unicredit Banca,…

Production Offering Delivery Customer Experience Networks & Partners

• Retailtainment: a new grocery shopping experience; taste the product, buy it and learn how to cook it

• One-stop store: variety of products in one place

• Accessibility: Partnership with local but well-established brands that don’t have the means to reach a global market. Online shopping available on the website.

• Available 12 hours / day, open all week• Underserved Segments:

Foodie & Wine experts• Sustainability & Green

Certified organic items, meat & poultry with no hormones or antibiotics

“Green Initiatives”: reusable bags, recycle of waste materials

• Privacy Policy / Trusted high quality brands • Education: Cooking classes & Hands-on workshops


TEMPLATE

Selling the breakthrough


Selling Point

Lessons Learned

• The Eataly concept was sold to Venezuela. The primary goal is to open a store in the capital, Caracas, the largest city in the country.

• It is presented as a new and unique shopping experience that will appeal the middle and upper-middle class. It is not the usual hypermarket chain owned by the Asociación Nacional de Supermercados y Autoservicios, but a culturally-oriented highly sustainable journey into the world of Italian cuisine. It is also a huge opportunity for local suppliers and organic farmers.

• Food tradition plays an essential role in Venezuelan culture. The population will embrace the concept: in particular Italian-Venezuelans (one of the most strong communities in the country) who want to re-discover their origins. Since the Venezuelan cuisine is so rich, it would be interesting to develop menus who combine Italian recipes and Venezuelan flavors in order to tantalize the customers’ taste. People who live in Caracas are already used to modern supermarkets who offer high-quality service to customers and they surely will be attracted by the concept of Retailtainment. People will be captivated by the trendy and openly friendly environment where they have the opportunity to savor high class food and also broaden their knowledge.

• There are many aspects that are worth considering while selling this concept. Eataly is already a well-established brand in many country around the world, so the idea is clearly very adaptable in different environments. But every culture is different so it was essential to first understand if Venezuelan citizens would be interested in Italian food: the presence of a strong Italian community is certainly a major factor. Italian-Venezuelans of second and third generation would be driven to this concept and curious about the culture of their parents and grandparents. The growing middle class is also increasing the demand for high quality products, but it is paramount to offer an experience that meet their expectations and it is worth the price they are paying in order to distance Eataly from the competition, i.e. the major chains of supermarket or international franchises. Imported products are expensive and the high inflation rate is not helping the trade market, so creating a network among local first rate food businesses is a priority and it will help creating a more stable and appealing atmosphere by underlining the quality and value of both Venezuelan and Italian food quality.

Marketing

[Eataly] - Breakthrough Innovation