Analysis of a Breakthrough Innovation. Brand: Eataly

1. 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

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

3. MIM - NPD – Pair Assignment 2014 10/04/2014 © 2014 IXL Center Inc. All Rights Reserved
3
TEMPLATE
Eataly
Enjoy the journey to the heart of Italian cuisine
Charlestown – Helena Simon and Michela Caltran
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

4. MIM - NPD – Pair Assignment 2014 10/04/2014 © 2014 IXL Center Inc. All Rights Reserved
4
TEMPLATE
Selling the breakthrough
Charlestown – Helena Simon and Michela Caltran
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.