CN Tower, Toronto, Canada Spaghetti, Fusilli, Caserecce A Book About EATALY TORONTO The ins and outs of the first eataly in canada EST. 2019 Just as Eataly is not your typical market, this is not your typical press kit: a few simple facts, our passion, and numbers.
YOUR EATALY TORONTO CONTACTS:
MARKETING Alexis Brown [email protected]
EVENTS Prithvi Chauhan [email protected]
COMMUNICATIONS Megan Virkar [email protected]
#EatalyToronto | Eataly.com
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page 2 WHAT IS EATALY and where is it going?
The original idea behind Eataly is simple: to gather all of the high-quality Italian food and drink under one roof where you can eat, shop, and learn. Oscar Farinetti first envisioned the Eataly concept in 2002, and, after five years of researching and planning, opened the first store in Torino, Italy, in January 2007.
With Toronto, there are now 40 stores around the world, with the majority concentrated in Italy. The Italian stores include: Torino Lingotto, Torino Lagrange, Pinerolo, Asti, Monticello, Milano, Genova, Bologna, Roma Ostiense, Roma Repubblica, Bari, Forlì, Piacenza, Firenze, and Trieste. Among all locations worldwide, there are Eataly stores in Japan, South Korea, the UAE, Turkey, South Korea, Saudi Arabia, Qatar, Russia, Germany, Sweden, and Brazil. In North America, Eataly is located in New York with two stores, Boston, Chicago, Los Angeles, Las Vegas, and now, the first-ever Canadian location in Toronto.
Within the next couple of years, Eataly will keep expanding, opening other locations around the world, including Dallas, Texas and London, England.
Our future is bright, and we believe the best is yet to come.
page 3 OUR STYLE 1st informal but assertive 2nd modest but proud 3rd honest but clever
OUR POLICY 1st the customer is not always right 2nd eataly is not always right rd it is through our differences 3 that we find harmony
page 4 IL MANIFESTO di Eataly
0. WE’RE IN LOVE WITH FOOD We’re in love with high-quality food and drink. We love the stories about it, the people who produce it, and the places it comes from. 1. FOOD UNITES US ALL Good food brings all of us together and helps us find a common point of view. We believe that one of the greatest sources of joy is what happens around a dinner table. 2. OUR PASSION HAS BECOME OUR JOB We’ve dedicated our daily lives to promoting a real understanding of high-quality food and drink. How lucky are we that we get to do what we love? 3. THE SECRET TO QUALITY OF LIFE? QUALITY PRODUCTS By offering the best products we can find, we improve our own lives, and bring added value to yours. Enter a world dedicated to quality: that means quality food, quality drink and ultimately quality time. 4. OUR TARGET AUDIENCE IS EVERYONE Whether you’re here to buy a loaf of bread, prepare for a lavish dinner or sit down to enjoy a meal, we want this to be your place. We want you to be comfortable, happy, and enriched by every visit. 5. EAT. SHOP. LEARN. This is a store with stories. Here, you won’t just discover what you love, you’ll also learn about what you love. 6. YOU ARE OUR CO-PRODUCERS What you choose every day determines what we’ll stock our shelves with over time. When you demand quality products, you support the local farmers, fishermen, butchers, bakers, and cheese-makers who produce them. Consider yourself a co-producer, conscious that the choices you make determine the quality and quantity of food in the market. Ultimately, you are creating a better environment for eating and beyond. 7. OUR THREE PROMISES TO YOU: 1. Choice: We offer a diverse selection of quality food and drink. 2. Accessibility: We are dedicated to offering the best products at the lowest possible prices. 3. Knowledge: We feel that it’s not just important that we know everything about what we sell and serve, but that you also learn about the products we are so passionate about. We share with you the stories of the people and places behind all that we offer. The more you know, the more you enjoy. 8. YOUR TRUST IS EARNED EVERY DAY In all ways, we promise to be scrupulously honest. We’ll never encourage you to buy more than you need. 9. THE END GOAL Our goal is to have you as our customer for a lifetime. The easiest means to that end is offering the best food and drink as well as the best environment in which to discover and expand your tastes. On that note, we look forward to seeing you again very soon!
page 5 EATALY: A PLACE OF Harmony
To us, harmony is far more desirable a state than perfection. We strive for something great, something rich, something absolutely wonderful and unique, something precisely harmonious. We want Eataly to be a place for everyone, where every person can spend a little bit of time sampling harmony. We feel, unfortunately, that examples of real harmony are few and far between. Eataly makes harmony its number one priority.
0) Our goal is simple: harmony. 1) Harmony is achieved when gratification is felt by all: from our customers to our chefs, our workers to our suppliers and everyone in between. 2) Perhaps the easiest way to arrive at harmony is to listen. The ideas of others are some of the most valuable things in life. Together, our ideas yield improvement and innovation. 3) One must concentrate on the good in others which always, always exists. Sometimes, believe it or not, someone else can be right. In fact, that doesn’t even make the other person wrong. It simply creates more harmony and better business. 4) One must know how to be a “good loser.” Losing means learning. Learning means evolving. And evolving is undeniably beautiful. No matter how good something gets, we always want to be asking questions and making even the best things better. Without doubts, things get dull. 5) One must be able to understand how to simplify things: recognize what’s important and what’s not. Too much complication is harmony’s nemesis. 6) One must be relentless in the pursuit of harmony. Those who fight against it will surrender first. 7) Money can sometimes distance us from harmony. It is important to remember that money is a means, but certainly not an end. It must be earned. 8) Poetry is similar to harmony. Poetry teaches us how to create and evoke emotion. It is a form of art that is born and continues to breathe because of words, because of movement, and sometimes even because of a simple thought. 9) Harmony is obtained by remembering that material objects are far less important than people and nature. Without people and nature, we would have none of what we produce. To be harmonious is to respect not just ourselves but everything around us. 10) We are truly in harmony when we realize that we have no enemies. 11) Harmony makes sense and exists as a concept regardless of its context. It is important to seek out harmony because one wants to, not because one has to. 12) One must be able to forgive oneself in order to forgive others. 13) L ast ly, h a r mon y ’s v ery foundat ion is t he posi t i v i t y t h at comes t hrough doubt. W e must convince ourselves that to have certainties makes life uninteresting, while doubts allow us happiness, serenity and a reason to always strive for something greater. The value of doubt is cosmic and is in line with our natural state of imperfection.
“Generally Those Who Seek Harmony Eat Well”
page 6 IL MANIFESTO dei Ristoranti di Eataly
0. WE CHOOSE RAW INGREDIENTS We are crazy about raw ingredients. We choose only the highest quality products that are made with respect to the earth, the trees, the animals, freshness, and identity.
1. WE FOLLOW THE SEASONS This is less about honesty and more cunning: seasonal products taste better and cost less.
2. WE LOVE OUR NEIGHBOURS We prefer local products because they are the most fresh and delicious. But when we need to look further to find the variety or quality that we value, we will go the distance.
3. WE COOK LESS We prefer a shorter cooking time, which protects the fundamental flavours and textures of each ingredient.
4. WE USE LESS SALT We love fresh cooking in which you can really taste the main ingredient in a dish. Plus, it’s healthier: eating over-salted food is not good for you.
5. WE VALUE FEWER INGREDIENTS We don’t like dishes with too many ingredients in which you cannot distinguish the flavours.
6. WE AIM TO BE SIMPLE BUT SIGNIFICANT We like our dishes to look beautiful but also feature ingredients that you can recognize at a glance.
7. WE COOK WHAT WE SELL All the ingredients that we cook with are in the market, so you can recreate our dishes at home.
8. WE DESCRIBE WHAT WE SERVE We believe that you should know every single thing that you’re eating and it is our responsibility to tell you in every single way possible.
9. WE DON’T HIDE ANYTHING We do everything in front of you: all our kitchens are open. We believe in the marketing of the truth: food that is cooked and served with a genuine smile tastes better – and is even easier to digest. We know it’s true, so we strive to be in a good mood as we work.
page 7 EXPERIENCING Eataly is Simple
PRODUCTS NOT CONSUMED IN THE STORE SHOULD BE PAID FOR AT THE CASH REGISTERS.
PRODUCTS CONSUMED IN THE STORE SHOULD BE PAID FOR PRIOR TO EATING.
OUR RESTAURANTS WILL SEAT YOU ON A FIRST-COME, FIRST-SERVED BASIS AND WE WILL ACCEPT RESERVATIONS SOON.
OUR EDUCATIONAL AREA FEATURES DAILY TASTINGS AND TICKETED HANDS-ON CLASSES.
page 8 TORONTO,
CN Tower, Toronto, Canada You’re Our Home! Spaghetti, Fusilli, Caserecce
When Eataly approached the U.S. market in 2010 in New York, we received a warm welcome and marked a great point in the history of the global expansion of the company.
Nine years later, we are ready to start a new adventure north of the border. Here, we’ve found our home in the heart of the Yorkville neighbourhood. Founded in 1830 by entrepreneur Joseph Bloor, the Village of Yorkville was initially a residential suburb with two main industries - brick making and brewing (we’ll be raising a glass to Yorkville’s hoppy history in our concourse-level beer shop)! The area has undergone numerous transformations since then and emerged as a vibrant commercial area in the heart of this diverse city.
Since 1974, the Manulife Centre at 55 Bloor St. West has anchored the neighbourhood as a landmark building with retail, commercial and residential tenants. Currently finishing a $100 million redevelopment, it’s the perfect place for our first Canadian experience.
This city is especially close to our hearts because of the deep roots of Toronto’s thriving Italian community. The first Italians arrived in Canada during the 1830s and 1840s, and today there are 1.5 million Italians that call this country home. Of that, more than 30 per cent of the Italo-Canadian population lives in the Greater Toronto Area, making it the fourth largest international Italian population in following São Paulo, Buenos Aires and New York City.
As a result, it’s a city that appreciates a truly authentic culinary experience. From our expansive three storeys in the Manulife Centre, Eataly is ready to offer the city — locals and visitors alike — exactly that.
page 9 EATALY TORONTO IS Dedicated to Multiculturalism
Every Eataly in the world is dedicated to a theme: a piece of history, an influential person, an idea. (Eataly Roma is an homage to beauty, Eataly Smeraldo in Milano to music, Eataly Istanbul to history.)
We decided to dedicate Eataly Toronto to multiculturalism because multiculturalism represents…
… a celebration of diversity … a collection of international knowledge and experience … a global community … an integral part of Toronto’s makeup
Recognized as one of the most multicultural cities in the world, Toronto is home to more than 250 ethnicities, bringing together communities - from Italian to Indian, Greek to Korean - through music, fashion, and of course, delicious food!
“Diversity: Our Strength” - City of Toronto Coat of Arms
“La diversità: la nostra forza”
page 10 MULTICULTURAL MURAL By Oliviero Toscani
“I am moved by the uniqueness of each individual.”
To commemorate our diverse city, Eataly Toronto commissioned a mural from internationally-renowned Italian photographer, Oliviero Toscani. Best known for his work with United Colors of Benetton - where he spread the message of diversity and inclusivity through his campaigns - Oliviero has also worked as a fashion photographer for ELLE, Vogue, GQ, Harper’s Bazaar and more.
Spanning from our grand entrance to the second floor along the escalator’s east wall, Oliviero’s ode to diversity will welcome guests with the faces of hundreds of different people from around the world to represent the make-up of Toronto – a mosaic of ethnicities, ages, sexualities, histories and more.
page 11 THE BEAUTY OF FOOD ...in Numbers 3 FLOORS 50,000 SQUARE FEET 4 RESTAURANTS 7 EATERIES 3 BARS 10,000+ PRODUCTS 5 PRODUCTION LABORATORIES 1 BREWERY 400+ EMPLOYEES 500+ SIGNS 1 HANDS-ON COOKING SCHOOL
TOTAL: 60,923
This number doesn’t mean anything but we like to calculate in anyway!
page 12 EATALY MATH
4 (RESTAURANTS) + 1 (BREWERY) + 1 (COOKING SCHOOL) =
LA PIZZA & LA PASTA...... 157 SEATS LA PIAZZA...... 120 SEATS LA PESCHERIA...... 47 SEATS BIRROTECA...... 36 SEATS LA SCUOLA...... 18 SEATS
TOTAL seats: 378
page 13 WE HAVE SELECTED THE BEST
RESTAURANTS
LA PIZZA & LA PASTA While “pizza and pasta” are just the tip of the Italian (and Eatalian) iceberg, there is a reason these two culinary staples are the most beloved exports of the Italian peninsula. Eataly has always been very strict in adhering to centuries-old Neapolitan technique when it comes to pizza: the crust must be tall and tender, the dough should be left to rise for at least 24 hours, and the ingredients should display the bounty of the Mediterranean. At our restaurant, you can watch as trained Rossopomodoro Pizzaioli (pizza makers) prepare traditional Neapolitan pizzas using our patented golden wood-burning ovens that ensure the pizza cooks to perfection in 90 seconds.
The restaurant also boasts a bountiful selection of signature pasta dishes that need no translation. In addition to our housemade fresh pasta, the menu features specialty dry pasta imported from Gragnano. As the birthplace of dry pasta making, Gragnano is celebrated for its pasta across the world. Each shape is made with the highest quality dough that is bronze extruded and dried at low temperatures for up to 48 hours. The resulting pasta is textured and perfectly al dente, ideal for collecting sauce. Pairing seasonal ingredients with regional shapes, our chefs prepare your meal in an open kitchen, so you can enjoy the complete process.
page 14 LA PESCHERIA La Pescheria is our seafood-centric restaurant that takes both a creative and traditional approach to fish. Portion sizes range from antipasti to whole fish presentations. Our freshest catches change daily, so we suggest guests check the chalkboards for our newest offers. At La Pescheria, it’s a true counter-to-table experience. We cook what we sell, and we sell what we cook. Our chef will be serving the same fish you see at our fishmonger counter! All of our fish are responsibly sourced by our local supplier, Diana’s Seafood, and our fishmongers, located right beside the restaurant at the fish counter.
LA PIAZZA A standing restaurant in the heart of the store, La Piazza is modelled after the most traditional Italian concept of gathering in the town square, where friends and family meet every day for a bite and a glass of wine, along with some informal chit-chat. La Piazza’s menu is dedicated to traditional bites inspired by the various regions of Italy, fresh house- made mozzarella, and shareable plates of salumi and cheese. Along another corner, guests can experience an extensive selection of cocktails, wines and beers which are available at our central bar. For the first time ever, La Piazza will also feature Pizza al Padellino, a Torino speciality prepared and served directly in a padellino pan. Enjoy the unique atmosphere, and take a moment to celebrate la dolce vita.
TRATTORIA MILANO Trattoria Milano is a special project coming to our main floor. Details coming soon! ? Hint: It’s an Italian restaurant
page 15 WE HAVE SELECTED THE BEST
EATERIES
IL GRAN CAFFÈ ILLY Il Gran Caffè illy is an upscale, full-service Italian bar from Italian coffee roaster illy, located on the ground floor of Eataly. Inspired by the elegant cafes of Italy, this high-end yet approachable bar offers breakfast, lunch, aperitivo, and late night bites every day. Il Gran Caffè illy is an ode to the Italian appreciation of fine art, with its beautiful, yet functional Italian design.
TRATTORIA TO-GO At Trattoria To-Go, you’ll find our rosticceria and gastronomia, traditional counters of prepared dishes that offer local specialties and roasted meats from sustainable regional farms, such as VG Meats from Simcoe, Ontario, and PEI Beef from farmers across Prince Edward Island. Our unique counter offers a mouthwatering selection of hot and coldcontorni , salads, roasted meats, and an array of panini to choose from. Whether it’s for lunch or dinner, pick up a quality meal for on the go!
PRONTO Our answer to wanting fine Italian food on the go. In minutes, you can be in and out the door with snacking trays, satisfying salads, savoury panini, housemade desserts, and more. Whether you’re looking for grab-and-go breakfast, a quick lunch to eat deskside, or an effortless dinner, we’ve got you covered.
page 16 PIZZA ALLA PALA Every day, our bakers create the unique Pizza alla Pala, a favourite street food from Roma. This thick-crust pizza is named after the wooden “pala,” or paddle, on which it is served. Ready to enjoy on the go, these traditional Italian flatbreads are topped with a variety of fresh sliced meats, cheeses, and local seasonal vegetables.
IL CIOCCOLATO VENCHI Founded in Piemonte in 1878, Venchi follows traditional recipes to create artisanal chocolates with only the finest natural ingredients, such as criollo cocoa, natural vanilla, and the famous Piemontese IGP hazelnut. At Eataly’s Venchi counter, you can order anything from a single chocolate to an entire customized box as a present to yourself or to those you love. Don’t forget to look for the fountain of gianduja chocolate, made with Piemontese hazelnuts, chocolate, and olive oil.
LA PASTICCERIA Eataly North America’s Head Pastry Chef Katia Delogu was trained in Torino, Italy, the home of Eataly’s pastry program. Every day, Katia and her team create typical Italian pastries, cakes, and gelati that are as beautiful as they are delicious. In keeping with Italian tradition, Katia pays meticulous attention to the quality of her creations, selecting only the finest ingredients from Italy and Canada. From traditional pasticcini to biscotti to cakes, indulge in the sweet side of being Italian.
CAFFÈ VERGNANO Caffè Vergnano was founded more than 130 years ago as a small grocery shop in Chieri, a small town at the foot of the hills in Torino, Piemonte. Still run by the Vergnano family, the company sources the highest quality coffee beans from around the world. Our standing bar, modelled after a traditional Italian café offers a curated menu of traditional drinks based around Italian espresso, each available in four different blends. From the 1882 Vergnano signature to world-famous Jamaica blue mountain coffee, we suggest you try it all paired with apasticcino from our pastry counter.
page 17 IL CANNOLI SICILIANI Eataly brings the authentic Sicilian cannoli to Toronto. Everything happens before your eyes, from the shaping of the shells to the filling, giving you a taste of the action in our pastry kitchen. All pastries are filled to order with your preference of ricotta, chocolate, or candied fruit.
IL GELATO ARTIGIANALE In Italy, gelato is appropriate in any season and at any time of day. Every day, our gelato counter serves a fresh selection of creamy gelato and dairy-free sorbetto, in addition to “coppa,” the Italian answer to the sundae. All frozen treats are made in-house daily with the highest quality ingredients, such as fresh local milk from Sheldon Creek Dairy from Loretto, Ontario, espresso from illy and Caffè Vergnano, hazelnuts from Piemonte, pistachios from Sicilia, and more.
page 18 WE HAVE SELECTED THE BEST
MARKET
LA FRUTTA & LA VERDURA: FRUITS & VEGETABLES Our produce department features fresh seasonal fruits and vegetables carefully sourced from regional farmers, such as 100KM Foods, in addition to unique items that are hard to find anywhere else. If you have a question about chopping, pairing, or cooking, we have the answer and are happy to help!
SALUMI & FORMAGGI: CURED MEATS & CHEESES Italy has a longstanding relationship with salumi and formaggi, or cured meats and cheeses. At Eataly, we showcase this passion by importing traditional varieties from Italy, such as Parmigiano Reggiano® DOP, Grana Padano DOP, Pecorino Romano DOP, Prosciutto di Parma DOP, Prosciutto di San Daniele DOP, and prosciutto cotto. We also source the finestsalumi and formaggi from Canada, such as Seed to Sausage from Newmarket, Ontario, and Aux Terroirs from Montreal, Quebec. You may have your meats and cheeses cut to order at our counter or pick up freshly-sliced varieties in our modified-atmosphere packaging. With all salumi and formaggi, our friendly and knowledgeable cheesemongers will tell you the story of the animals that produced it, the people who crafted it, and the land that gave it life.
page 19 LA MOZZARELLA Every day, our experts make fresh mozzarella (and, on special occasions, its creamy sisters, stracciatella and burrata) by hand right in front of our guests, transforming local curd, sourced from Quality Cheese from Woodbridge, Ontario, into light, flavourful cheese. Discover the age- old process at the mozzarella lab, enjoy the same fresh cheese in our restaurants, and then take some home with you!
IL PESCHERIA BY DIANA’S SEAFOOD: FISHMONGER Just like Nando Fiorentini, our pescivendolo (fishmonger) in Torino, the fishmongers at Eataly do not sleep until they find the finest seafood. In Toronto, we’ve partnered with local and beloved seafood supplier Diana’s Seafood. Rest assured, our seafood is always fresh and sustainably sourced. But our fishmongers don’t stop at quality: we care about where our fish comes from and the people who catch it. We work with sustainable fishermen and distributors from near and far, across the coasts of Canada – from Nova Scotia to British Columbia - and beyond. Providing traceability, these regional partners help ensure that our seafood is caught in ways that consider the long-term vitality of the species and the oceans. This means the best seafood for you, Canadian fishermen, and the world.
LA MACELLERIA: BUTCHER Our butchers source our meat from clean, sustainable farms and ranches where the animals graze daily in open pastures and are humanely handled, including VG Meats from Simcoe, Ontario, and PEI Beef from farmers across Prince Edward Island. We believe that the health of both the animals and the land on which they are raised has a direct impact on the quality and flavour of the meat once it reaches your table, so our meat will never ever have contact with antibiotics, added hormones, or growth-promoting drugs. Our butchers will cut your meat to order, in addition to offering housemade sausages and traditional dry-aged beef (large cuts rested in controlled temperatures for an extended period of time, which concentrates the flavours and results in tender meat with richer, more complex flavours.)
page 20 LA PANETTERIA: BAKERY Every day, our bakery produces freshly-baked bread for all Eataly restaurants, counters, and the market with our secret ingredients: a custom-built wood-fired oven, select freshly-milled flours, and a time-honoured mother yeast. Transported to Canada from Italy, this unique “lievito madre” helps our bread rise to perfection while adding a unique flavour that is specific to the native grain from its home region of Piemonte. We source our stone-ground flours from the best of Italy: Mulino Marino in Piemonte, and Molino Grassi in Emilia-Romagna.
EXTRA VIRGIN OLIVE OIL At Eataly, we are proud to offer nearly 100 varieties of extra virgin olive oil from producers that exclusively harvest in Italy. We have the largest selection of boutique, single-estate olive oils; many olives are handpicked at these traditional farms. Visit our olive oil section today to sample oils with our resident experts.
SAUCES & CONDIMENTS Our sauces and condiments preserve the highest quality ingredients to perfection. While our sauces are expertly cooked and ready for your table, our crushed, pureed, whole, and San Marzano tomatoes feature sweet and ripe tomatoes and preserve them for your kitchen.
LA PASTA, IL RISO, & I CEREALI: PASTA, RICE, & GRAINS Though its ingredients are often as simple as flour and water, pasta is an art that spans shapes, sizes, and regions. Every shape offered at Eataly is extruded through a bronze mold and air-dried for 24 to 48 hours to ensure pasta of the perfect consistency to stick to its respective sauce. Eataly’s shelves are stocked with a wide selection of dry pasta, arborio rice for the perfect risotto,and other grains such as farro, barley, and kamut.
BOOKSHOP At Eataly, you’ll be able to learn how to make authentic Italian dishes for your friends and family at home with books from our bookshop! Eataly and Rizzoli, the most renowned Italian bookseller in New York, have collaborated to bring you a selection of Eataly cookbooks dedicated to food, wine, and Italy’s rich culinary culture.
page 21 BIRROTECA by Indie Ale House
We’ve partnered with Toronto’s Indie Ale House, a pioneer in the Toronto craft beer scene, to open an in-house brewery, beer shop, and tasting room on the concourse level of Eataly. Birroteca will feature different custom beers, available only at Eataly Toronto and Indie Ale House, including a refreshing, traditional Italian pilsner, and rotating monthly flavours inspired by fresh ingredients from the Eataly market.
page 22 THE BEAUTY OF Culinary Theatre
Education is a key element of our philosophy, so we choose to make our products right before your eyes. FRESH PASTA Guests will be able to enjoy a fresh pasta “show” while our pastai, or pasta makers, transform simple ingredients into intricate pasta shapes before their eyes. Our shapes are inspired by the rich traditions of every Italian region and made with simple, high-quality ingredients: water, flour, and eggs. Our experts are ready to share advice for cooking and pairing each fresh pasta shape. MOZZARELLA Fresh mozzarella is made by hand, daily, right in front of visiting guests. Starting at 7 A.M., resident mozzarella makers transform fresh local curd into creamy mozzarella using nothing more than boiling salted water and their own hands. On special occasions, creamy stracciatella and burrata will be available. BREAD Guests can watch as our bakers mix organic, stone-ground flour sourced from Mulino Marino in Piemonte, Italy, with our natural mother yeast before hand-shaping all of our housemade loaves. The bread is finished in our custom-built, wood-fired oven, which operates 24 hours a day to bake our breads to perfection. GELATO At Eataly, we believe that gelato and sorbetto are perfect during any season or at any time of day. Our pastry team prepares fresh gelato in small batches each day using only the highest quality whole milk from Canadian dairy farms, as well as dairy-free sorbetto. Our sweet treat is available to enjoy on the spot or to take home – depending on how much you want to share, of course. CANNOLI Don’t miss the opportunity to see our pastry team as they fill traditional cannoli shells right in front of your eyes. Every day, we prepare these beloved Italian pastries at the counter in front of you, so you can see where all that magic flavour comes from.
page 23 EDUCATION AT EATALY At Eataly, we believe the more you know, the more you enjoy.
Good eating is all about engagement and education, so we want you to know our food, our chefs, and the producers who inspire us. As you walk through the store, you will find more than 500 signs that describe the story of each product, from its historical creation to its place in modern Italian cuisine.
For a more in-depth introduction to our world of high-quality food, visit La Scuola di Eataly with Ernestomeda. Open to all ages, our cooking school is a place where you are encouraged to play with your food through free live demonstrations and ticketed hands- on classes. Learn to shape gnocchi, cook Italian regional dishes, pronounce “bruschetta” like a true Italian, and taste the difference between an extra virgin olive oil from Toscana versus Sicilia.
Eataly chose Ernestomeda because we believe in the art of craftsmanship, especially when it comes to food. Ernestomeda designs timeless kitchens that are made to last generations.
La Scuola di Eataly by Ernestomeda reminds us that some of the most meaningful shared experiences take place in the kitchen.
page 24 THE BEST OF BOTH WORLDS
We make things the Italian way: combining Italian traditions with local ingredients!
We are firm believers in good, clean, and fair food: we pride ourselves on staying as local as possible. As an Italian store, we import as many products as possible from sustainable producers and from our home country. However, whenever possible, we partner with local farmers, bakers, cheesemakers, and more to bring the freshest food to your table. Each Eataly is unique in its essence: the tradition and technique is the same, but the ingredients change from place to place. From the creamy milk in our mozzarella to the fisherman’s catch of the day to the farm-fresh eggs in our fresh pasta, we incorporate the typical local flavours into the food we prepare for you.
THANK YOU, TORONTO!
page 25 … And finally, WE HOPE TO SELL A LITTLE FOOD!
We know it may sound strange, but selling food is not our main goal. And yet – it is where we make the most of our profit (approximately 50% from food sales, 50% from restaurants, and events). We are dedicated to selecting only the best products that follow our guidelines for good, clean and fair, according to the slow food philosophy.
We don’t have a loyalty card or special reward points programs that customers must apply for to benefit from discounts. We hope to gain customer loyalty by demonstrating our passion for our work. We encourage our customers to purchase only what they need and to avoid waste.
As a result, our advertising is not based on promises, which we avoid. Our preferred form of publicity is to talk to customers, tell the stories behind our products, and give a historical and political context to our offerings.
page 26 The People Who Made Eataly Toronto Happen:
CITY OF TORONTO: We’d like to extend a very special thank-you to the City of Toronto, especially all those in the Mayor’s Office and the Department of Building and Safety, including the Department of Health. ACTION LIGHTING MANULIFE CENTRE ADRIANO SEATING MAXAN DRYWALL CAMDEN GLASS MIELE CHUBB EDWARDS NELLA CINI-LITTLE ONYX SPRINKLER CIOT OPUS MECHANICAL SERVICES COLLIERS PENGELLY IRON WORKS ENTUITIVE REFINE CORPORATE FINISHES ERNESTOMEDA RUSSELL HENDRIX RESTAURANT EQUIPMENT AND SUPPLIES FIRST PLACE FIRE PROTECTION SIGNARAMA GEM CAMPBELL SMITH + ANDERSEN GIANNONE PETRICONE ASSOCIATES SPARK AV GOVAN BROWN SUITE 22 INTERIORS GRANDINETTI TOTAL TRANSPORTATION SOLUTIONS GUILD ELECTRIC TRILLIUM ARCHITECTURAL HAMMERSCHLAG & JOFFE PRODUCTS ITALINTERIORS TUSCH SEATING KSI SIGN SYSTEMS INC. UNIQUE STORE FIXTURES LABOURERS’ LOCAL 506 VERDI ALLIANCE LISART ZEC CONSULTING MALVERN CONTRACT ZIP SIGNS
page 27 Our Founder
Oscar Farinetti is the Founder and Creator of Eataly. Oscar got his start at Unieuro in 1978, a small appliance and food retail store. He focused on electronics and transformed Unieuro into one of the largest electronics retailers in Italy, opening 150 stores from 1978 to 2003. In 2003, he sold Unieuro and dedicated himself full- time to Eataly. In January 2007, he opened a 30,000 square foot store in Torino, Italy, that joins elements of the lively European open market and a learning center. Oscar’s aim is to make high- quality Italian foods available to everyone, at fair prices, and in an environment where people can eat, shop, and learn. OSCAR FARINETTI Founder & Creator of Eataly OUR President
Andrea Guerra, born in Milan in 1965, is Executive President of Eataly Company since October 2015.
Andrea Guerra began his career with Marriott Italia, where he rose to the marketing manager position. In 1994 he joined Merloni Elettrodomestici, where for six years he was responsible for sales, production and central services. In 2000 he was appointed group's CEO, and became the youngest Italian CEO of a listed company.
In 2004 he was included in the Financial Times list of "25 business ANDREA GUERRA stars." In the same year, he joined Luxottica as CEO for the next Global President ten years (2004 – 2014). Under Guerra's stewardship, the value of Luxottica's share rose from € 14 in 2003 to € 40 in 2014 and company sales almost tripled. In 2014, in recognition of his work at Luxottica, Guerra was named the second-best CEO in Italy in the Thomson Reuters classification.
Andrea Guerra is a member of the committee of the Italian Strategic Fund (Fondo Strategico Italiano S.p.A.), a member of boards of Amplifon S.p.A. and Ariston Thermo S.p.A. and of Bocconi University. From December 2014 through October 2015, he was appointed the Senior Strategic Advisor for Business, Finance and Industry to Italian Prime Minister, Matteo Renzi. Andrea Guerra graduated cum laude in Business at the Sapienza University of Rome in 1989. He is married and has three children.
page 28 Our partner
THE WITTINGTON GROUP OF COMPANIES To bring Eataly to Toronto, we’ve partnered with Toronto-based Selfridges Group, through its parent company Wittington Investments Limited. Wittington Investments Limited is a private family Canadian company which holds a variety of investments, including a controlling interest in George Weston Limited, the Selfridges Group, and Wittington Properties Limited. It also supports the philanthropic activities of The W Garfield Weston Foundation. The local retail experience, resources and people Wittington brings to the partnership, under the leadership of Tony Grossi, President of Wittington Properties, was invaluable in the initial store development phase and will be vital as we continue through to the grand opening and forward.
page 29 Regional Map of ITALY
page 30 Eataly Toronto FLOOR -1
WASHROOMS
ELEVATOR STAIRS BIRROTECA BAR
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page 31 Eataly Toronto FLOOR 0 bloor street
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ELEVATOR
STAIRS
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page 32 Eataly Toronto FLOOR 1
bloor street
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FI Take-Away ewares
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O ESCALATOR t AN
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RI OUT & TO Balsamic TO PRONTO Vinegar AT
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KEY: QUICK COUNTERS GROCERY RESTAURANTS ELEVATOR
page 33 ITALY IS EATALY
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