Retail strategy for Global brand of authentic Italian food and recipes. Analysed and observed Eataly outlet at Dubai Mall. Recommended strategies for customer attraction and retention.
2. We sell what we cook, we cook what we sell
Restaurant + Retail
10 Stores in
13 Stores in
1 in
1 in
1 in
1 in
Everything is authentic Italian sourced from Italy.
3. EATELY Dubai
• Opened in Nov 2013
• Area – 2000 Sq meters
• Staff – 170
• 5 Restaurants - Cafe, Juice bar, Gelato bar,
Bakery, Chocolate
• Assortment - over 2000 products
• High Foot fall – 7 persons/min (weekend)
EATALY Italia
Azadea, retail
holding company
Collaboration
11. Customer Responses
We come here for food, its
lovely. Kids love it.
The arrangement is
confusing. I don’t
understand where to sit.
Food is great but I don’t
shop here because it’s
expensive.
12. Our Observation
Strength
• Offers an experience
• Efficient space utilization
• Massive variety of food
• Huge Area
• Strategic location
• Brand name – EATALY
• Italian inventory
Weakness
• Complicated retail setting
• Positioning diluted
• Some products expensive
• Slow service
• Lead time for sourcing
13. Recommendation
• Help or guide to welcome at the entrance
• Introduce real slow food
• Make ambience more Italian to make it look authentic
as it serves authentic Italian food
• Use of smells to enhance the experience
Editor's Notes
Ground staff on contract basis; 2 months training
9 shops away from entrance; between 2 escalators, amidst all speciality dining restaurants
Marina Exotic Home Interiors, Henckels Interiors, Texas Roadhouse, Rosa Mexico, The Noodle House, Haagen Dazs, Yo Sushi, Delice, Red Lobster, P. F. Chang’s, California Pizza and few café lounges like Café Blanc and Moka Lounge