How restaurants have become the most distinctive brands in Milan From Miscusi to Temakinho, a new generation of venues built and promoted like real brands
The sandwiches of Burgez, the ones by Giusti, Durini, Miscusi pasta, the pizza by Pizzium (and the Cocciuto’s, of Marghe), the sushi of Temakinho. They are the new protagonists of the Milan food scene, a place where different communication strategies can be tested, causing a crack in Milan's food culture.
On the one hand, there’s the Haute Couture of gourmet restaurants and all the culinary-drinking movement frequented by the creative class of Milan (to be clear, the Sincere Places of the city) - once a traditional sector made of historic bars and trattorias -, on the other hand, the new army of branded fast-food restaurants, symbols of the new Milan’s delivery culture. Nowadays the Milan-model is facing a serious crisis, caused by the lockdown while the public opinion is finally devoting more attention to the dark side of the food delivery system, so there’s a turning point: will it be able to remain on the market or will it be the end of a fashion rose after the Expo and fueled by the spirit of a new European Milan?
This has worked particularly well in Milan and ordering from those restaurants is part of a new Milanese wave, and by the way, the lockdown crisis doesn’t seem to have stopped that trend. Furthermore, in the months of the lockdown, a new conception of food delivery seems to have been born, devoted to the quality of the ingredients and the sustainability of the production cycles, with an ethical approach especially when it comes to the condition of the workers. Sergio does not want to destroy or demonize delivery services but wants to revolutionize them from the inside, in complete synergy with the restaurants available on the website.
The health emergency and the consequent lockdown have flattened the global economy and created a real crisis, but the hype towards these brands has not decreased at all. Rather, their social campaigns are still going strong, and all these brands have managed to overcome these difficult months, while many others had to close. The interest is still high because delivery is now a status, even if there will necessarily be an implicit request for renewal and adaptation, as happened to other industries and shopping habits. The real challenge for the Milan food brands will be to confirm the hype of regular customers since as the coronavirus has changed society, it could change the new trends of Milan food branding.
