Interview to Cioccolati Italiani: the surplus is the format!

Cioccolati Italiani is the best place where you can go if you want to taste real good chocolate! There is a kind of chocolate for each of you, from icecream to bars, brioches, cakes, you just have to think about something and order it: the Heaven!

The first shop was created in Naples on December 2008 and the idea of a place where people could taste precious and unusual chocolate delights hit it big, so they dedided to expand soon in Milan on February 2009. Here customers answered successfully to the new format that was introduced, something original even in such a big city.

Speaking with Vincenzo Ferrieri (his father opened the first shop in Naples) that’s what I discovered:

– How did you develope and spread this new format?

The most difficult thing was to standardize processes in order to materialize what we had in our mind and to create a particular new format, different from the competition, where the act of eating chocolate is an involving experience. The difficulties consisted in finding the right production lines certificates, in the suppliers’ choise, in meeting exactly the unsatisfied needs of consumers… Suppliers are very jealous of their product because they want to be sure that it is used in the right way, promoting its quality and underlining the fair origin.

when we opened in Milan we didn’ t focus on advertising, we simply paid two consulting agencies and a press agency for the first year, which “made the name of Cioccolati Italiani go round”. A big opportunity was the arrangement of the collaboration with the Costa Group at the Furniture Fair.  The rsult was that we reached the breakeven point in 8 months, the average is at least one year and half. Despite the consistent initial investment it revealed a great success, considering that the shop is not located on the main street but you have to go intentionally. It was a bet also because in Naples the other confectionery is in a shopping centre, with a different target of clients, different mentality and of course a different format too.

– How did you choose the suppliers?

The secret was starting from the product itself and arriving to the product as it is conceived in the customer’s mind! What stays in the middle is worth of attention anyway. What I’m trying to say is that we wanted to give visibility to small craftsmen, who works in small ateliers and make small delights on their own; the idea was to join them under the same roof to strenghten their position. The first trouble was to match many “First Ladies”, with independent concepts and own skills. We convinced them because we decided to underline quality and to emphasize their name: we don’ t produce chocolate, we select it!                                                        In France and Belgium chocolate is produced more or less in the same way, in Italy there is a different tradition in each place: Turin, Perugia, Piemonte, Modena… and for this reason we select the best proposals, Silvio Bessone, Fabrizio Galla, Francesco Sella… 

– What exactly do you make here?

Pastries are made here, icecream and everything what is connected with the transformation of the craftsmen chocolate. We use the bars of Bessone and Sella to produce delights and Roberto Lobrano takes care of  the icecrem processing. An interesting thing that we introduce in the organization is to entrust a specific unit to an expert of the field: Roberto Lobrano for icecream, Besssone, Galla, Deriso for chocolate, Cioccolati Italiani for coffee…

  – What about your staff?

Here in Milan there are 18 people, but it is difficult to find skilled people. Two weeks are necessary as vocational education, but in the field of icecream it is one months. Although the turnover of shopassistants is quite high we focused on the support of a kind atmosphere, which can be perceived by our customers too. The strengh point is the relationship with the client because here chocolate is not only food, it is an experience.

– Any future improvements?

Probably we will focus on visual attraction of design. The caveau where we stock bars is fascinating but we need something like a small exhibition of our products in order to attract clients and to make them trying something new or buying something that they wouldn’t have seen behind the counter. With the same purpose we will also add small pieces of chocolate to taste.

Here there are other fotos of the location:

The caveau:

  

  

  

  

  

The shop:

  

 

 

 

 

 

Vincenzo Ferrieri:

  

  

  

  

  

 

 

 

 

 

 

And that’s to convince you that at Cioccolati Italiani chocolate is an experience: try it! 

 

Annunci

The URI to TrackBack this entry is: https://lindabezze.wordpress.com/2010/06/17/interview-to-cioccolati-italiani-the-surplus-is-the-format/trackback/

RSS feed for comments on this post.

15 commentiLascia un commento

  1. […] via: Where Milan, Linda Bezze, Con i Piedi Per Terra, […]

  2. Somebody essentially lend a hand to make significantly posts
    I would state. This is the very first time I frequented your website page and so far?
    I surprised with the research you made to make this actual post extraordinary.
    Wonderful process!

  3. When some one searches for his essential thing, thus he/she needs to be available that in detail, thus that thing is maintained
    over here.

  4. My brother recommended I might like this blog.
    He was once totally right. This post truly made my day.
    You can not imagine simply how so much time I had spent for this information!
    Thanks!

  5. Hi! I know this is kind of off topic but I was wondering
    which blog platform are you using for this site? I’m getting sick and tired of WordPress because I’ve had issues with
    hackers and I’m looking at options for another platform. I would be awesome if you could point me in the direction of a good platform.

  6. Thanks for your post. What I want to say is that when you are evaluating a good on-line electronics store, look for a web-site
    with entire information on critical factors such as the level of privacy statement, safety details, payment methods, as well as other terms along with policies.
    Generally take time to investigate the help and FAQ areas to get a better idea of
    the way the shop operates, what they are capable
    of doing for you, and in what way you can make the most of
    the features.

  7. I’m extremely impressed together with your writing abilities as well as with the format for your blog. Is this a paid theme or did you modify it yourself? Anyway stay up the nice quality writing, it is uncommon to peer a great weblog like this one today..
    See this: Gregg, http://whirr.wroclaw.pl

  8. Right here is the right webpage for everyone who would like to
    understand this topic. You know a whole lot its almost
    tough to argue with you (not that I personally would
    want to…HaHa). You definitely put a brand new spin on a topic that has been discussed for years.
    Great stuff, just great!

  9. Thank you a bunch for sharing this with all of us you really recognise what you’re talking about! Bookmarked. Please additionally visit my website =). We can have a link alternate agreement among us

  10. Do you mind if I quote a couple of your posts as long as I provide credit and sources back to your webpage?
    My blog is in the exact same area of interest as
    yours and my visitors would truly benefit from some of
    the information you present here. Please let me know
    if this ok with you. Appreciate it!

  11. Thank you a lot for sharing this with all people you really recognize what
    you are talking approximately! Bookmarked. Kindly additionally
    seek advice from my website =). We may have a hyperlink change arrangement between
    us

  12. It’s nearly impossible to find knowledgeable people in this particular topic, however, you seem like you know what you’re talking about!
    Thanks

  13. It’s amazing for me to have a website, which is good for my know-how. thanks admin

  14. I’m gone to inform my little brother, that he should also visit this blog on regular basis to obtain updated from hottest news.

  15. Amazon AMZN sells a wide range of advance auto parts promo code and accessories.
    In its fiscal second quarter, resulting in weak 1.
    Then what the symptom the car is showing. That seems to be moving in the right direction here.
    But mechanics are expected to be China’s next leader, at the White House on February 14.


Rispondi

Inserisci i tuoi dati qui sotto o clicca su un'icona per effettuare l'accesso:

Logo WordPress.com

Stai commentando usando il tuo account WordPress.com. Chiudi sessione / Modifica )

Foto Twitter

Stai commentando usando il tuo account Twitter. Chiudi sessione / Modifica )

Foto di Facebook

Stai commentando usando il tuo account Facebook. Chiudi sessione / Modifica )

Google+ photo

Stai commentando usando il tuo account Google+. Chiudi sessione / Modifica )

Connessione a %s...

%d blogger hanno fatto clic su Mi Piace per questo: