Eataly is an international company that sells high-quality Italian food products and promotes Italian culture and cuisine. It operates stores around the world that allow customers to buy, learn about, and consume Italian food and drink. Eataly aims to make quality food accessible to everyone and educate customers through its restaurants, cafes, markets, and workshops. It partners with Slow Food and local suppliers to offer sustainable options while differentiating itself through a unique shopping experience.

1. «LIFE IS TOO SHORT NOT TO
DRINK & EAT WELL»

2. OUTLINE
• BRIEF INFORMATION
• COMPANY HISTORY
• MANIFESTO & GUEST SERVICE MISSION
• MARKET & RESTAURANTS & WORKSHOPS
• COMPANY PARTNERSHIPS – SLOW FOOD
• FICO EATALY WORLD
• BUSINESS STRATEGIES
• PORTER’S 5 FORCES
• SOCIAL MEDIA

3. • Eataly is an international company that has
revolutionized the way in which people can
buy, consume but first of all, learn about
food.
• The core activity of Eataly is to sell top
quality Italian food all around the world,
through their website or their stores.
BRIEF INFORMATION
• Sales Turnover: 330 million € (2014)

4. • There are 16 stores in Italy, 3 in the USA and
Japan, 2 in South Korea and Dubai, one in
Turkey , Brazil and Germany. Eataly is going
to open 5 shops in the USA and 2 shops in
Canada one in Russia, England, Hong Kong,
France, Mexico, and Brazil.
• Eataly aims to spread Italian culture to
cultivate, prepare and eat food. The «Italian
way to do» is strongly present. The tricolor
of the Italian flag is recurrent around the
place.
BRIEF INFORMATION

5. Oscar Farinetti is the founder
and CEO of Eataly.
HISTORY

6. HISTORY
2003, Eataly’s relationship began with Slow Food.
2004, Oscar Farinetti acquired the brand Eataly
2007, Oscar opened a 30,000-square-foot store in
Torino, Italy.
2013, Eataly opened a store in Zorlu Center, Istanbul.
2015, Eataly had a 10.000 m2 pavillion in Expo 2015
Milan and was present among 20 regional
restaurants.

7. WE'RE IN LOVE WITH FOOD.
We love high-quality food and drink. We
love the stories about it, the people who
produce it, and the places it comes from.
MANIFESTO

8. FOOD UNITES US ALL.
Good food brings all of us together and helps
us find a common point of view.
We believe that one of the greatest sources of
joy is what happens around the dinner table.
MANIFESTO

9. OUR PASSION HAS BECOME OUR
JOB.
We've dedicated our daily lives to
promoting a real understanding of high-
quality food and drink. How lucky are we
that we get to do what we love?
MANIFESTO

10. THE SECRET TO QUALITY OF
LIFE? QUALITY PRODUCTS.
By creating and offering the best products, we improve our
own lives and bring added value to yours.
Enter a world dedicated to quality: that means quality
food, quality drink, and ultimately, quality time.
MANIFESTO

11. OUR TARGET AUDIENCE IS
EVERYONE.
Whether you're here to buy a loaf of bread,
prepare for a lavish dinner, or sit down to
enjoy a meal, we want this to be your place.
We want you to be comfortable, happy, and
enriched by every visit.
MANIFESTO

12. EAT. SHOP. LEARN.
This is a store with stories. Here, you won't
just discover what you love: you'll also learn
about what you love.
MANIFESTO

13. WE'RE IN THIS TOGETHER.
What you choose every day determines
what we'll stock on our shelves over time.
When you demand quality products, you
support the local farmers, fishermen,
butchers, bakers, and cheesemakers who
produce them. You create a better
environment—for eating and beyond.
MANIFESTO

14. OUR THREE PROMISES TO YOU:
1. Choice: We offer a diverse selection of
quality food and drink.
2. Accessibility: We are dedicated to
offering the best products at the lowest
possible price points.
3. Knowledge: We feel that it's not just
important that we know everything about
what we sell and serve.
MANIFESTO

15. YOUR TRUST IS EARNED EVERY DAY.
In all ways, we promise to be quiet honest.
We'll never encourage you to buy more
than you need or spend more than you can
afford.
MANIFESTO

16. THE END GOAL.
Our goal is to have you as our customer for
a lifetime. The easiest means to that end is
to offer the best food and drink, as well as
the best environment in which to discover
and expand your tastes.
MANIFESTO

17. RESTAURANTS
La Carne- Meat restaurant La pasta e La pizza restaurant
La Locanda- Regional
Italian tastes, vegetable
tastes and healthy salads

18. CAFES & ICE CREAM
STORES

19. LARGE VARIETY OF
PRODUCTS

20. WORKSHOPS

21. FICO EATALY WORLD
The Italian excellence from the field to the fork in a unique place:
- The culture of high quality food;
- The beauty of biodiversity of the Italian agri-food business;
- The expertise and knowledge of those who have always worked for the excellence of Italian
food and wines.

22. FICO EATALY WORLD

23. FICO EATALY WORLD

24. Activist Carlo Petrini started the grass-roots movement in
1989 to counteract the sweeping fast-food epidemic across
Italy, which was leading to the fading of local food
traditions and a dwindling interest in food and where it
comes from, how it tastes, and how our food choices
affect the rest of the world.
Slow Food has grown into a global movement
involving millions of people in over 160 countries, working
to ensure everyone has access to good, clean and fair food.
SLOW FOOD

25. The American Marketing Association defines brand
as a «name, term, design, symbol, or a combination
of them, intended to identify the goods or services
of one seller or group of sellers and differentiate
them from competitor»
Eataly today means: food, quality, Italy, cooking, life
style a lot of meaning in just one word.
BUSINESS STRATEGY

26. • Eataly’s business model is new way of doing
shopping, making it a real shop experience that
embodies together the concepts of buying,
eating and learning.
• The «democracy of quality» which defines with
sustainable prices for «alti cibi» is one of the
main values of the company.
• Eataly enjoys a characteristics of uniqueness.
BUSINESS STRATEGY

27. Characteristics of Experiential Marketing
BUSINESS STRATEGY
Experiential
Marketing
Customer
Experience
Consumption
is a holistic
experience
Customer are
rational and
emotional
animals
Methods are
eclectic

28. Strategic Experiential Modules
BUSINESS STRATEGY

29. BUSINESS STRATEGY

30. Eataly has two main groups:
1- Less sensitive customers who don’t consider prices in
favor of higher quality.
2- Create new target by influencing people to shift their
eating habits in favor of quality products. Eataly
encourages people to adopt a new, healthier and more
natural lifestyle, in accordance with nature and
seasonality.
Eataly looks for best quality suppliers and negotiate to
create partnership with Italian and local companies. For
example; Barilla, Grana Padano, Parmiggiano Reggiano,
Parmacotto, Lavazza, Venchi, Peroni etc.
BUSINESS STRATEGY

31. BUSINESS STRATEGY
The majority of goods sold abroad come from Italy, but
for what concerns perishable products: fresh fruit and
vegatable, meat and fish, they are often bought in the
country in which they will be sold. Eataly prefers «short
supply chain».
Italian Traditional
Products
Local/Regional
Products
Few Excellence
coming from
abroad

32. PORTER’S FIVE FORCES
Industry
Rivalry
Bargaining
Power of
Suppliers
Threat of
Substitutes
Bargaining
Power of
Buyers
Threat of
New
Entrants

33. Social media marketing is still under development.
Facebook, Twitter, Instagram, Pinterest, Youtube,
Tumbler and also Google+.
@Eatalygram, which is its Instagram account, the
series is called «Eataly at Home» and shows how
you can use Eataly ingredients at home to create
fabulous courser.
There is own official blog called Eataly Diaries.
SOCIAL MEDIA AND
EATALY

34. THANK YOU
GRAZIE!
AYDIN SANCAK & MEHMET METİN &
OSMAN KAYTAN