Eataly: mastering the art of storytelling

Article

Think storytelling, think Eataly. If there is one concept in the world that serves as a storytelling best practice, it would be Eataly. Eataly is a fresh market, supermarket and restaurant in one. Visitors step into a world dedicated to Italian quality: quality food, quality drinks and ultimaty, a quality time. The stores are not only there for you to discover food but also to learn more about the food you buy. Their signage is both mouth-watering and educative.

Eataly: mastering the art of storytelling
Passion for food
The first Eataly opened in Turin in January 2007. The Eataly concept all started with a huge passion for the best-quality food. The stores – currently there are nearly 30 across the world – are based on the belief that one of the greatest sources of joy is what happens around the dinner table. That is why they dedicate their stores to promoting a real understanding of high-quality food and drinks. Dedicated to the principles of slow food, rather than fast food.

According to Prof. Massimiliano Bruni, head of the Food & Beverage Knowledge Centre in Milan, the root of Eataly's success is that it is really good at communicating. "Not just about the product, but also about what's behind the product. To inform and educate the customers. In today's world, there is more and more a need for storytelling.” Eataly is a good example of how a company can be good at communicating and creating a relationship with its customers, which in the end creates trust on one side and also loyalty on the other.

Eataly: mastering the art of storytelling


The more you know, the more you enjoy
By buying local and sustainable products directly from the producer, Eataly not only provides affordable and sustainable goods for a wide audience, but also gathers stories directly at the root. Interesting and inspiring stories which come back into the store through shelf signage, tastings and all kinds of masterclasses, culinary colleges and events.

Consumers can opt for demonstrations or workshops during which Eataly presents seasonal products, pays attention to local resources, and preserves culinary traditions and preparations. And if you’re not able to visit the store, the story continues outside the store. You can find videos on social media, digital magazines and online product descriptions with detailed information about the production process, origin and preparation tips. The worldwide popularity of Eataly shows that consumers appreciate stories about people and places on top of the products that are offered.

Eataly: mastering the art of storytelling
The power of storytelling 
The worldwide popularity of Eataly shows that consumers appreciate stories about people and places behind the products that are offered. Get inspired by the success of Eataly. Create stories about your baked goods products, your baking process or the origin of the ingredients. Share it via packaging, shelf signage, workshops, tastings… You name it!

You might also be interested in the interview with Massimiliano Bruni, head of the Food & Beverage Knowledge Centre in Milan, about origin as a quality statement.
 

Curious to learn more? Contact your local Puratos representative and schedule a meeting.
 

Disclaimer: the selection of this concept was done on an editorial basis. There is no commercial link in relation to this article.

Featured