Mr. Oscar Farinetti, Founder, “Eataly” – Featured Speaker

1. PEOPLE

2. 100 WORDS“ “
Oscar Farinetti
Eataly’s founder
NICE TO MEET YOU

3. EATALY IN THE WORLD…32 brothers

4. EATALY IN THE WORLD…32 brothers

5. EATALY IS NOT A CHAIN
EATALY’S STORES ARE BROTHERS

6. THE MARKETING
How many “P” ?
Project
Product
Price
Placement
Promotion
PEOPLE
PEOPLE
PEOPLE
PEOPLE
PEOPLE
PEOPLE!

7. P
PEACH
P
PROJECT
P
PEOPLE
…MY PROJECT’S PERSONAL VISION

8. EATALY PROJECT:
POETIC
TARGET
EXPERIENCES
MARKETING
OUR PEACH

9. 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 so
expensive»
« This is a different
market, not just for
selling»
« I will come back here!»
« Italy is
champion of
biodiversity»
« Here there is
respect 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 »

10. EATALY’S «PEACH»
« I am in a
beautiful place»
« I can satisfy all my
desires»
« To better enjoy,
I must learn»
« Quality is not so
expensive»
« This is a different
market, 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, Restaurants
And Teaching rooms
integrated
« Here there is
respect for my nation
«I will bring
my friends here»
PEOPLE

11. Market, Restaurants and Teaching rooms integrated

12. Simple furnishings to
showcase the productEATALY’S «PEACH»
« I am in a
beautiful place»
« I can satisfy all my
desires»
« To better enjoy,
I must learn»
« Quality is not so
expensive»
« This is a different
market, 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, Restaurants
And Teaching rooms
integrated

13. Simple
furnishings
to showcase
the product

14. Simple furnishings to
showcase the productEATALY’S «PEACH»
« I am in a
beautiful place»
« I can satisfy all my
desires»
« To better enjoy,
I must learn»
« Quality is not so
expensive»
« This is a different
market, 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, Restaurants
And Teaching rooms
integrated
White:
a simple colour

15. White: a simple colour

16. Simple furnishings to
showcase the productEATALY’S «PEACH»
« I am in a
beautiful place»
« I can satisfy all my
desires»
« To better enjoy,
I must learn»
« Quality is not so
expensive»
« This is a different
market, 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, Restaurants
And Teaching rooms
integrated
White:
a simple colour
Natural elements:
wood

17. Natural elements: wood

18. Simple furnishings to
showcase the productEATALY’S «PEACH»
« I am in a
beautiful place»
« I can satisfy all my
desires»
« To better enjoy,
I must learn»
« Quality is not so
expensive»
« This is a different
market, 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, Restaurants
And Teaching rooms
integrated
White:
a simple colour
Natural elements:
wood
Luminous
and bright:
natural light

19. Luminous and bright: natural light

20. Simple furnishings to
showcase the productEATALY’S «PEACH»
« I am in a
beautiful place»
« I can satisfy all my
desires»
« To better enjoy,
I must learn»
« Quality is not so
expensive»
« This is a different
market, 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, Restaurants
And Teaching rooms
integrated
White:
a simple colour
Natural elements:
wood
Luminous
and bright:
natural light
Lots of choice,
many products

21. Lot of choice, many products

22. Lots of
descriptions
and posters
Simple furnishings to
showcase the productEATALY’S «PEACH»
« I am in a
beautiful place»
« I can satisfy all my
desires»
« To better enjoy,
I must learn»
« Quality is not so
expensive»
« This is a different
market, 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, Restaurants
And Teaching rooms
integrated
White:
a simple colour
Natural elements:
wood
Luminous
and bright:
natural light
Lots of choice,
many products

23. Lots of descriptions and posters

24. Learning
and emotions
Lots of
descriptions
and posters
Simple furnishings to
showcase the productEATALY’S «PEACH»
« I am in a
beautiful place»
« I can satisfy all my
desires»
« To better enjoy,
I must learn»
« Quality is not so
expensive»
« This is a different
market, 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, Restaurants
And Teaching rooms
integrated
White:
a simple colour
Natural elements:
wood
Luminous
and bright:
natural light
Lots of choice,
many products

25. Learning
and
emotions

26. Learning
and
emotions

27. Learning
and
emotions

28. Learning
and emotions
Lots of
descriptions
and posters
Simple furnishings to
showcase the productEATALY’S «PEACH»
« I am in a
beautiful place»
« I can satisfy all my
desires»
« To better enjoy,
I must learn»
« Quality is not so
expensive»
« This is a different
market, 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, Restaurants
And Teaching rooms
integrated
White:
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 help
describe seasonality,
history and traditions
No products that contain
colorants
Nothing frozen

29. Visible teaching rooms
for courses

30. Learning
and emotions
Lots of
descriptions
and posters
Simple furnishings to
showcase the productEATALY’S «PEACH»
« I am in a
beautiful place»
« I can satisfy all my
desires»
« To better enjoy,
I must learn»
« Quality is not so
expensive»
« This is a different
market, 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, Restaurants
And Teaching rooms
integrated
White:
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 help
describe seasonality,
history and traditions
No products that contain
colorants
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

31. Innovating
communication

32. Innovating
communication

33. Innovating
communication

34. Innovating
communication

35. Original
campaigns
Learning
and emotions
Lots of
descriptions
and posters
Simple furnishings to
showcase the productEATALY’S «PEACH»
« I am in a
beautiful place»
« I can satisfy all my
desires»
« To better enjoy,
I must learn»
« Quality is not so
expensive»
« This is a different
market, 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, Restaurants
And Teaching rooms
integrated
White:
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 help
describe seasonality,
history and traditions
No products that contain
colorants
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

36. Innovating
communication

37. Original
campaigns
Learning
and emotions
Lots of
descriptions
and posters
Simple furnishings to
showcase the productEATALY’S «PEACH»
« I am in a
beautiful place»
« I can satisfy all my
desires»
« To better enjoy,
I must learn»
« Quality is not so
expensive»
« This is a different
market, 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, Restaurants
And Teaching rooms
integrated
White:
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 help
describe seasonality,
history and traditions
No products that contain
colorants
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

38. EATALY IS
A HISTORY OF PEOPLE
“ “
Torino
DubaiMilanoRoma
New York Chicago
PEOPLE

39. +
+-
-
THINKING
BY HEART
CRAFTY
WITLESS
KIND
RIGHTEOUS!
…BRIGHTNESS
THINKING
BY MIND

40. +
+-
-
BRIGHTNESS
UNDERRATED
UNNECESSARY
NEON
BULB
HARD
WORKER

41. A GOOD COMPANY IS MADE UP OF
BULBS AND NEON

42. CREATE
JOBS
Eataly’s bulbs and neon:
…BOTH MARVELLOUS!

43. CREATE
JOBS
BUT…
FOR REMAIN MARVELLOUS…
CHANGE!!!