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Eataly shows its bite in Forbes top brand list

The Italian food supermarket, Eataly, has been named among the 25 most "disruptive" brands in the world for 2015 by the influential US business magazine, Forbes.

Published: 3 December 2015 12:21 CET
Eataly shows its bite in Forbes top brand list
Eataly has been named as one of the top 25 'disruptive' brands in the world. Photo: Alberto Pizzoli/AFP

In a list largely populated by app-based startups, such as Uber, and established brands widely regarded as trailblazers, including Apple, the inclusion of the gourmet Italian supermarket in 23rd place might raise a few eyebrows.

Forbes described “disruptive” brands as those which “grow in leaps and bounds, changing the trajectory of consumers’ viewpoint of the brand and the marketplace”.

The company, headquartered in the Lingotto area of Turin, said in a statement that it is “delighted to be the only Italian brand on the list…Disruptive brands destroy old frameworks and involve clients by anticipating trends and allowing them to feel like part of the company.”

But Eataly has been shaking up the marketplace since it first opened its doors in Turin in 2007.

Inspired by the good, clean and fair philosophy of 'Slow Food' founder Carlo Petrini, the shelves of each store are stacked high with sustainably sourced, artisanal produce from Italy.

“It's a really innovative way to let the world discover true Italian food,” 24-year old Eataly shopper Chiara Arena told The Local.

“The quality is really high – and at the moment there is so much 'fake' Italian stuff out there: it's great that foreigners have a place to go to discover what real Italian food is all about – even if the products are a bit pricey.”

But Eataly is more than just a luxury supermarket, and its success is in part due to the fact that it strives to provides shoppers with an all-round food experience.

Avid foodies don't just browse Eataly's shelves for regional olive oil varieties, exquisite cheeses, cured meats and preserves, they also dine at the restaurant, buy cooking equipment or pep themselves up with a freshly roasted Italian coffee and some real Italian gelato.

This blend has transformed Eataly from a single store in Turin to a network of 28 stores worldwide, which boasted a turnover of €300 million in 2014 in under 10 years.

At present, the majority of Eataly stores (16) are in Italy but earlier this year founder Oscar Farinetti, announced plans for a global expansion.

Eataly has a number flagship international stores, notably in Seoul, New York, Tokyo and Istanbul but by 2018 the brand will be present in most of the world's biggest cities.

London, Hong Kong, Paris, Mexico City and Moscow will all see stores open over the next two years, transforming the company into a truly global brand.

“Our aim is to continually challenge consumer habits,” the company said.

Its imminent arrival in London has many shoppers who know the brand salivating at the thought. But it also provides the company with a new set of challenges. 

“Its arrival in England could definitely change consumer trends for the better,” said Rome-based Englishman Jonathan Moody, who discovered the store in Italy two years ago and is now an avid shopper.

But he believes the brand's international expansion should go hand in hand with widening the range of products on offer to include more local flavours.

“For example in the UK perhaps it should promote some British products and offer a channel for British producers to sell their wares. Otherwise it's just a glorified supermarket selling high-end Italian goods.”

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FOOD AND DRINK

What to do (and avoid) when paying a restaurant bill in Italy

If you have plans for dinner out in Italy, here's a look at the etiquette over the bill - from where and how to pay to the culture around tipping.

Published: 12 June 2024 12:11 CEST
What to do (and avoid) when paying a restaurant bill in Italy

If you go out to eat in Italy, then there are a few things you should know about paying the bill afterwards.

This sounds like it should be straightforward, but the etiquette may differ from your home country.

Uncertainty around how it all works in Italy leads some visitors to worry about causing offence, or to wonder if they’ve been overcharged (which is thankfully rare, although it does happen.)

But becoming familiar with a few local norms should make dining out in Italy a stress-free experience.

How to ask for the bill – When you’re ready, try to catch the waiter’s eye and ask for the bill (possiamo avere il conto?). You can always ask for the bill while they clear your plates.

Unless you’re in a very busy or touristy place the bill is not usually presented until you ask for it – this is deliberate, as Italian waiters normally don’t like to hurry their customers and once you’ve finished dinner it’s perfectly OK to linger and chat over the dregs of the wine.

If you’re in a place that runs two service periods at night (usually one at around 7.30pm and one at 9pm) then you may be asked to clear your table by a certain time, but this should be made clear to you when you book or when you arrive. 

If it’s getting late and the place is emptying out the waiter may bring over the bill and ask you to pay so they can close up the till – but they’re not necessarily saying that you have to leave. If they start stacking up chairs, however, then that’s your cue to go home.

What to expect on the bill – On top of the cost of your food and drink, in many places you can expect to see an extra fee for coperto, or a cover/table charge, on your Italian restaurant bill.

Coperto is a a fixed fee which is charged by restaurants in Italy on a per-person basis, in addition to the price of food and drinks, to cover expenses for washing or replacing cutlery, plates, napkins and tablecloths used by customers.

The coperto charge only applies to seated customers (both children and adults), meaning that you won’t have it tacked onto a takeaway order – and should definitely complain if you do.

READ ALSO: ‘A rip-off’: Should you really get mad about Italy’s table charge?

It’s usually around €2-€4 per person, but can rise as high as €10 or even €15 per person at major tourist sites such as Venice’s Piazza San Marco or right next to Milan’s Duomo cathedral.

Coperto has been banned by regional law throughout Lazio since 2006, so you shouldn’t see it listed on your bill in a Rome restaurant, though it may be snuck in in the form of an extra charge for bread (pane) or service (servizio).

There’s nothing illegal about charging these fees, and a restaurant could in theory add all three to your bill – but they must be clearly listed on the menu or price board, and you can refuse bread when it’s brought to your table so you don’t have to pay an extra charge for pane.

Where to pay the bill – One major difference between Italy and other countries is that many restaurants – usually more casual ones – will expect you to walk up to the cash register to pay the bill.

This means that once you feel ready to go you can just walk up and pay at the counter, rather than waiting for the bill.

You can always double check with the server by asking paghiamo qui o alla cassa? (do we pay here or at the counter?)

In many cases, the answer will be ‘either’ so it’s really up to you – but be prepared to wait a while for both your bill and your change if you want to pay at the table.

Tourists sit in the shade of umbrellas at an open-air restaurant on a street in central Rome, on July 19 2022. Photo by Andreas SOLARO / AFP.

How to split the bill – If you dined with a friend or friends, then you may want to split the bill. Some Italian restaurants use smart tablets that allow servers to click each of the items you ordered and then inform you of exactly how much you owe individually, while others will expect you to do the maths yourself. 

The waiter will likely ask how you want to pay (come volete pagare?). In response, you and your friend can tell the waiter vogliamo dividere il conto (we want to split the bill) once they come out with the card reader.

READ ALSO: How to spot the Italian restaurants to avoid

If you want to split it, you can say possiamo dividerlo in three/cinque? (can we split it three ways/divide it by five?). If there’s two of you can also say paghiamo metà a testa.

If you don’t want to do an equal split – let’s say your friend had the bistecca alla fiorentina and was drinking wine while you had a salad and a water – you can just do the maths yourself and then tell the server exactly how much you want to put on each card when they come out with the card machine.

How to leave a tip – Italian wait staff aren’t reliant on tips to get by like they are in many parts of the US. As is the case elsewhere in Europe, they are paid a standard wage and tips are viewed as an added, and optional, extra.

Italians may tell you they rarely leave a tip, or only do so if service was exceptional.

While tipping is always appreciated, then, it’s entirely at the customer’s discretion (beyond ‘servizio’ charges on the bill).

READ ALSO: When and how much should I tip in Italy?

If you don’t see servizio listed on the bill, you might want to leave one or two extra euros per person, and if there’s a group of you paying the bill together, you’d want to round up to at least the nearest five.

If you’re paying by card, bear in mind that not many places will be able to add a tip to the card payment – so you might want to carry some change or small notes so you are able to leave something behind.

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