A few years ago, I boldly proclaimed that pizza, pasta, and salad would endure as culinary staples for generations to come. It is no surprise, therefore, that concepts like L’Osteria, BigMama, and Vapiano continue to thrive in the ever-evolving dining landscape. These establishments have profoundly influenced the fast-casual sector, with BigMama, in particular, leaning more towards the fine dining spectrum. They have adeptly transformed the traditional concept of family-run eateries, integrating contemporary design, advanced technology, and the standardized principles of the quick-service restaurant industry into vibrant establishments that shine even in challenging economic climates.
Yet, amidst these recognizable names, have you observed the burgeoning number of Italian food and beverage chains emerging on the global stage? I’m not referring to well-known brands like Illy or Lavazza; instead, I’m highlighting successful concepts such as La Piadineria, which boasts over 350 outlets in Italy, and Alice Pizza, with nearly 200 locations across Italy, Spain, and the United States. PokeHouse founded by Matteo Pichi and Vittoria Zanetti has also emerged as one of the leading global players in the poke industry. Likewise, the health-conscious and innovative pasta brand Miscusi has expanded to 20 units in Italy and is poised for international growth. The vision of its owner, Alberto Catasegna, extends far beyond merely opening a noodle shop — his mission is to promote the Mediterranean diet worldwide. This focus on sourcing local ingredients, utilizing ancient grains, and prioritizing authenticity distinguishes these brands in a crowded marketplace.
Consider Eataly, another remarkable concept that has captivated international audiences. Created by Oscar Farinetti, this food hall model has expanded into nearly 50 locations worldwide, epitomizing the Italian lifestyle through a diverse range of products and an array of Italian restaurants. If you haven’t had the opportunity to visit the impressive establishment near Liverpool Street in London or the vibrant location adjacent to Union Square in New York, I highly recommend doing so.
It is essential to appreciate the chaotic beauty of Italian culture, which is celebrated worldwide. The Italian mindset, characterized by dolce far niente—the sweetness of doing nothing—encourages a sense of relaxation and joy that transcends borders. Within this cultural framework, dining becomes a communal experience, marked by pleasure and connection, rather than merely a necessity.
From a development perspective, it may be prudent not to solely gaze across the Atlantic in search of the next big trend. Instead, we should explore how we can integrate elements of Italian style and cuisine into our malls and commercial developments, enriching the local dining scene while fostering an appreciation for one of the world’s most cherished culinary heritages.
To further underscore the global appeal of Italian cuisine, a report from the International Food Information Council indicates that Italian food is the most ordered cuisine in the United States, with nearly 60% of Americans favoring it over others. Additionally, according to a survey by Statista, global sales of Italian food products are expected to exceed 96 billion euros by 2025, demonstrating the profound and lasting impact of Italy’s culinary offerings on the world stage.
As we continue to embrace and promote Italian dining experiences, we unlock the potential to create not just meals but cherished moments steeped in the rich traditions of Italy. It is time to recognize that Italy is more than just a source of beloved trattorias; it is a global culinary powerhouse with the potential to influence and inspire our worlds.
Will Odwarka
Will Odwarka is the Founder and CEO of Dubai-based firm Heartatwork Hospitality Consulting since 2019, and a member of the ACROSS Advisory Board. He was born and raised in Vienna, Austria. He has 30+ years of experience leading international strategic growth and development, Franchise and partner management, and F&B operations. He successfully opened over 1000+ outlets in over 40 countries for renowned global players such as McDonald’s, Starbucks, Burger King, Costa, and Wendy’s and smaller players like Creamscafe and Coffeeshopcompany. He strongly focuses on international market entry for F&B players, brand and investor scouting, and AI in hospitality in the Middle East and Europe.
