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EATALY TORONTO the Ins and Outs of the First Eataly in Canada EST 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 EatalyToronto EatalyToronto EatalyToronto 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 3rd it is through our differences 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.
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