Post on 12-Apr-2017
transcript
PEOPLE
100 WORDS“ “
Oscar FarinettiEataly’s founder
NICE TO MEET YOU
EATALY IN THE WORLD…32 brothers
EATALY IN THE WORLD…32 brothers
EATALY IS NOT A CHAIN
EATALY’S STORES ARE BROTHERS
THE MARKETINGHow many “P” ?
ProjectProductPricePlacementPromotion
PEOPLEPEOPLEPEOPLEPEOPLEPEOPLE
PEOPLE!
PPEACHP
PROJECT
PPEOPLE
…MY PROJECT’S PERSONAL VISION
EATALY PROJECT:
POETICTARGET
EXPERIENCES
MARKETING
OUR PEACH
PEOPLE
EATALY’S «PEACH»« I am in a
beautiful place»
« I can satisfy all my desires»
« To better enjoy,I must learn»
« Quality is not soexpensive»
« This is a differentmarket, not just for
selling»
« I will come back here!»
« Italy is champion of
biodiversity»
« Here there isrespect for my nation
«I will bring my friends here»
«How lovely it is to work here »
«I want my product to be sold here »
«Eataly does good things for the community »
«Here I can grow and shape my career »
«Here farmers are celebrated »
«If I eat better and I eat less, I live better »
«It is worthwhile to spend more on food and less on other things »
EATALY’S «PEACH»« I am in a
beautiful place»
« I can satisfy all my desires»
« To better enjoy,I must learn»
« Quality is not soexpensive»
« This is a differentmarket, not just for
selling»
« I will come back here!»
« Italy is champion of
biodiversity»
«How lovely it is to work here »
«I want my product to be sold here »
«Eataly does good things for the community »
«Here I can grow and shape my career »
«Here farmers are celebrated »
«If I eat better and I eat less, I live better »
«It is worthwhile to spend more on food and less on other things »
Market, RestaurantsAnd Teaching rooms
integrated
« Here there isrespect for my nation
«I will bring my friends here»
PEOPLE
Market, Restaurants and Teaching rooms integrated
Simple furnishings to showcase the productEATALY’S «PEACH»
« I am in abeautiful place»
« I can satisfy all my desires»
« To better enjoy,I must learn»
« Quality is not soexpensive»
« This is a differentmarket, not just for
selling»
« I will come back here!»
« Italy is champion of
biodiversity»
«How lovely it is to work here »
«I want my product to be sold here »
«Eataly does good things for the community »
«Here I can grow and shape my career »
«Here farmers are celebrated »
«If I eat better and I eat less, I live better »
«It is worthwhile to spend more on food and less on other things » « Here there is
respect for my nation
«I will bring my friends here»
PEOPLE
Market, RestaurantsAnd Teaching rooms
integrated
Simple furnishings to showcase the product
Simple furnishings to showcase the productEATALY’S «PEACH»
« I am in abeautiful place»
« I can satisfy all my desires»
« To better enjoy,I must learn»
« Quality is not soexpensive»
« This is a differentmarket, not just for
selling»
« I will come back here!»
« Italy is champion of
biodiversity»
«How lovely it is to work here »
«I want my product to be sold here »
«Eataly does good things for the community »
«Here I can grow and shape my career »
«Here farmers are celebrated »
«If I eat better and I eat less, I live better »
«It is worthwhile to spend more on food and less on other things » « Here there is
respect for my nation
«I will bring my friends here»
PEOPLE
Market, RestaurantsAnd Teaching rooms
integratedWhite:
a simple colour
White: a simple colour
Simple furnishings to showcase the productEATALY’S «PEACH»
« I am in abeautiful place»
« I can satisfy all my desires»
« To better enjoy,I must learn»
« Quality is not soexpensive»
« This is a differentmarket, not just for
selling»
« I will come back here!»
« Italy is champion of
biodiversity»
«How lovely it is to work here »
«I want my product to be sold here »
«Eataly does good things for the community »
«Here I can grow and shape my career »
«Here farmers are celebrated »
«If I eat better and I eat less, I live better »
«It is worthwhile to spend more on food and less on other things » « Here there is
respect for my nation
«I will bring my friends here»
PEOPLE
Market, RestaurantsAnd Teaching rooms
integratedWhite:
a simple colour
Natural elements:wood
Natural elements: wood
Simple furnishings to showcase the productEATALY’S «PEACH»
« I am in abeautiful place»
« I can satisfy all my desires»
« To better enjoy,I must learn»
« Quality is not soexpensive»
« This is a differentmarket, not just for
selling»
« I will come back here!»
« Italy is champion of
biodiversity»
«How lovely it is to work here »
«I want my product to be sold here »
«Eataly does good things for the community »
«Here I can grow and shape my career »
«Here farmers are celebrated »
«If I eat better and I eat less, I live better »
«It is worthwhile to spend more on food and less on other things » « Here there is
respect for my nation
«I will bring my friends here»
PEOPLE
Market, RestaurantsAnd Teaching rooms
integratedWhite:
a simple colour
Natural elements:wood
Luminous and bright:
natural light
Luminous and bright: natural light
Simple furnishings to showcase the productEATALY’S «PEACH»
« I am in abeautiful place»
« I can satisfy all my desires»
« To better enjoy,I must learn»
« Quality is not soexpensive»
« This is a differentmarket, not just for
selling»
« I will come back here!»
« Italy is champion of
biodiversity»
«How lovely it is to work here »
«I want my product to be sold here »
«Eataly does good things for the community »
«Here I can grow and shape my career »
«Here farmers are celebrated »
«If I eat better and I eat less, I live better »
«It is worthwhile to spend more on food and less on other things » « Here there is
respect for my nation
«I will bring my friends here»
PEOPLE
Market, RestaurantsAnd Teaching rooms
integratedWhite:
a simple colour
Natural elements:wood
Luminous and bright:
natural light
Lots of choice,many products
Lot of choice, many products
Lots of descriptionsand posters
Simple furnishings to showcase the productEATALY’S «PEACH»
« I am in abeautiful place»
« I can satisfy all my desires»
« To better enjoy,I must learn»
« Quality is not soexpensive»
« This is a differentmarket, not just for
selling»
« I will come back here!»
« Italy is champion of
biodiversity»
«How lovely it is to work here »
«I want my product to be sold here »
«Eataly does good things for the community »
«Here I can grow and shape my career »
«Here farmers are celebrated »
«If I eat better and I eat less, I live better »
«It is worthwhile to spend more on food and less on other things » « Here there is
respect for my nation
«I will bring my friends here»
PEOPLE
Market, RestaurantsAnd Teaching rooms
integratedWhite:
a simple colour
Natural elements:wood
Luminous and bright:
natural light
Lots of choice,many products
Lots of descriptions and posters
Learningand emotions
Lots of descriptionsand posters
Simple furnishings to showcase the productEATALY’S «PEACH»
« I am in abeautiful place»
« I can satisfy all my desires»
« To better enjoy,I must learn»
« Quality is not soexpensive»
« This is a differentmarket, not just for
selling»
« I will come back here!»
« Italy is champion of
biodiversity»
«How lovely it is to work here »
«I want my product to be sold here »
«Eataly does good things for the community »
«Here I can grow and shape my career »
«Here farmers are celebrated »
«If I eat better and I eat less, I live better »
«It is worthwhile to spend more on food and less on other things » « Here there is
respect for my nation
«I will bring my friends here»
PEOPLE
Market, RestaurantsAnd Teaching rooms
integratedWhite:
a simple colour
Natural elements:wood
Luminous and bright:
natural light
Lots of choice,many products
Learningand
emotions
Learningand
emotions
Learningand
emotions
Learningand emotions
Lots of descriptionsand posters
Simple furnishings to showcase the productEATALY’S «PEACH»
« I am in abeautiful place»
« I can satisfy all my desires»
« To better enjoy,I must learn»
« Quality is not soexpensive»
« This is a differentmarket, not just for
selling»
« I will come back here!»
« Italy is champion of
biodiversity»
«How lovely it is to work here »
«I want my product to be sold here »
«Eataly does good things for the community »
«Here I can grow and shape my career »
«Here farmers are celebrated »
«If I eat better and I eat less, I live better »
«It is worthwhile to spend more on food and less on other things » « Here there is
respect for my nation
«I will bring my friends here»
PEOPLE
Market, RestaurantsAnd Teaching rooms
integratedWhite:
a simple colour
Natural elements:wood
Luminous and bright:
natural light
Lots of choice,many products
Visible teaching rooms for courses Integrated market and restaurant
Visual aids to helpdescribe seasonality,
history and traditions
No products that containcolorants
Nothing frozen
Visible teaching rooms for courses
Learningand emotions
Lots of descriptionsand posters
Simple furnishings to showcase the productEATALY’S «PEACH»
« I am in abeautiful place»
« I can satisfy all my desires»
« To better enjoy,I must learn»
« Quality is not soexpensive»
« This is a differentmarket, not just for
selling»
« I will come back here!»
« Italy is champion of
biodiversity»
«How lovely it is to work here »
«I want my product to be sold here »
«Eataly does good things for the community »
«Here I can grow and shape my career »
«Here farmers are celebrated »
«If I eat better and I eat less, I live better »
«It is worthwhile to spend more on food and less on other things » « Here there is
respect for my nation
«I will bring my friends here»
PEOPLE
Market, RestaurantsAnd Teaching rooms
integratedWhite:
a simple colour
Natural elements:wood
Luminous and bright:
natural light
Lots of choice,many products
Visible teaching rooms for courses Integrated market and restaurant
Visual aids to helpdescribe seasonality,
history and traditions
No products that containcolorants
Nothing frozen
Pay personnel correctly, management pay within reason
Sustainable pricing, keeping the right margins
Accounts kept correctly every day
Pay correctly and punctually, ask for proactive assistance from suppliers
Personnel who eat at the restaurants
Innovative communication
Innovatingcommunication
Innovatingcommunication
Innovatingcommunication
Innovatingcommunication
Original campaigns
Learningand emotions
Lots of descriptionsand posters
Simple furnishings to showcase the productEATALY’S «PEACH»
« I am in abeautiful place»
« I can satisfy all my desires»
« To better enjoy,I must learn»
« Quality is not soexpensive»
« This is a differentmarket, not just for
selling»
« I will come back here!»
« Italy is champion of
biodiversity»
«How lovely it is to work here »
«I want my product to be sold here »
«Eataly does good things for the community »
«Here I can grow and shape my career »
«Here farmers are celebrated »
«If I eat better and I eat less, I live better »
«It is worthwhile to spend more on food and less on other things » « Here there is
respect for my nation
«I will bring my friends here»
PEOPLE
Market, RestaurantsAnd Teaching rooms
integratedWhite:
a simple colour
Natural elements:wood
Luminous and bright:
natural light
Lots of choice,many products
Visible teaching rooms for courses Integrated market and restaurant
Visual aids to helpdescribe seasonality,
history and traditions
No products that containcolorants
Nothing frozen
Pay personnel correctly, management pay within reason
Sustainable pricing, keeping the right margins
Accounts kept correctly every day
Pay correctly and punctually, ask for proactive assistance from suppliers
Personnel who eat at the restaurants
Innovative communication
Innovatingcommunication
Original campaigns
Learningand emotions
Lots of descriptionsand posters
Simple furnishings to showcase the productEATALY’S «PEACH»
« I am in abeautiful place»
« I can satisfy all my desires»
« To better enjoy,I must learn»
« Quality is not soexpensive»
« This is a differentmarket, not just for
selling»
« I will come back here!»
« Italy is champion of
biodiversity»
«How lovely it is to work here »
«I want my product to be sold here »
«Eataly does good things for the community »
«Here I can grow and shape my career »
«Here farmers are celebrated »
«If I eat better and I eat less, I live better »
«It is worthwhile to spend more on food and less on other things » « Here there is
respect for my nation
«I will bring my friends here»
PEOPLE
Market, RestaurantsAnd Teaching rooms
integratedWhite:
a simple colour
Natural elements:wood
Luminous and bright:
natural light
Lots of choice,many products
Visible teaching rooms for courses Integrated market and restaurant
Visual aids to helpdescribe seasonality,
history and traditions
No products that containcolorants
Nothing frozen
Pay personnel correctly, management pay within reason
Sustainable pricing, keeping the right margins
Accounts kept correctly every day
Pay correctly and punctually, ask for proactive assistance from suppliers
Personnel who eat at the restaurants
Innovative communication
Involve corporations and politics
EATALY ISA HISTORY OF PEOPLE
“ “Torino
Dubai
MilanoRoma
New York Chicago
PEOPLE
+
+-
-
THINKING BY HEART
CRAFTY
WITLESS
KIND
RIGHTEOUS!
…BRIGHTNESS
THINKING
BY MIND
+
+-
-
BRIGHTNESS
UNDERRATED
UNNECESSARY
NEON
BULB
HARD WORKER
A GOOD COMPANY IS MADE UP OF BULBS AND NEON
CREATEJOBS
Eataly’s bulbs and neon:…BOTH MARVELLOUS!
CREATEJOBS
BUT…FOR REMAIN MARVELLOUS…
CHANGE!!!