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.

1. Group # 1
Manish Barapatre
Prajakta Talathi
Abhinav Choudhary
Arjun Gidwani

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

4. Target Segment
• Families and young crowd
• Experience for kids
• Tourist

5. Zoning and Location Map
1 23
4
INDEX
1. Escalators
2. Escalators
3. Main Entrance
4. Eataly

6. Zoning and Location Map

7. Layout

8. Experience
Cafe at the entrance As you go beyond
cafe
Dining at the Back
buy what you just
had in Restaurant

9. Handmade fresh Chocolates Selling Pasta Sauces
Made in Italy
Making Mozzarella Cheese
Experience

10. Experience

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