The Eatalian Job

Mario Batali’s Eataly is a triumph in conveying the essence of Italy, and whether you’re a retailer, restaurateur, or in the business of creating experiences, there is much to be learned from this well-curated brand.

When most people think of Italy, what comes to mind are mouth-watering pasta with sweet tomato sauces, Tuscan farm houses, artisan craftsmanship, artfully designed automobiles, lovingly crafted housewares, and immaculately dressed exotic people. Italians have carefully nurtured a vision, and in many instances, portray the perfectly designed lifestyle through luxurious and rhythmic attention to design and detail. The Italian styled life includes flavor, elegance, simplicity and passion. Whether it’s Tod’s shoes, Gucci, Ferrari, Illy Coffee, FLEXFORM, Vespa, or Inter Milan, each does their part to perpetuate the romantic vision of the Italian culture through their brand.

Mario Batali’s brilliantly named Eataly in New York is a breathtaking food emporium that is a must-visit destination, and a living celebration of Italy’s culinary wonderfulness. Visit Eataly and the name comes to life the instant you open the door. It is part living museum, part gourmet grocer, part happening bar and restaurant with multiple cafes and provincial foods from all corners of Italy, and beautiful houseware items all in one fantastically designed shopping heaven. And one would be remiss to not mention the immaculately dressed, gorgeous people inside.

The romantic vision of Italian living is vibrantly alive in the halls of Eataly. The place is packed with people shopping, eating, drinking, browsing, talking, smiling and enjoying the experience of everything Italy. Whether by design or a stroke of luck (likely the former), this cultural mecca has brilliantly captured the essence of Italy in a store.

From Merchant to Purveyor
As the JCPenneys, Best Buys, Walmarts, and Sears of the world look at their future and maintain or evolve relationships with their consumers, they could learn a lot from the underlying fundamentals of Eataly’s merchandising mentality by returning to the art of purveying and celebrating the products they sell rather than just merchandising them.

From Merchandising to Tantalizing
While one might argue that it’s easy to tantalize the senses with food, an appetite for spending can also be roused through design. Apple certainly shows that with museum-brand simplicity meets well-lit club, and computers and phones fly off the shelves. And, Anthropologie’s resemblance of a European outdoor market has made it a top shopping destination for women’s lifestyle products. Very few retailers seem to think about their stores as destinations, but by not doing so they might be leaving business on the table.

From Dull to Delightful Destination
There is nothing dull about Eataly. It’s a destination that encourages discovery and promises surprise and delight in each area of the emporium, guaranteeing a sensual journey rather than another average shopping experience. A brilliantly simple brand strategy subtly encourages and attracts consumers to spend more time in the store. Take a trip to Eataly for inspiration, and challenge your team to redefine your consumer experience through the energy of your brand.