il negozio del futuro la “gastro-macelleria”
TRANSCRIPT
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IlnegoziodelfuturoLa“gastro-macelleria”
LucioTabarrini
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• Andamentodelmercatoelenuoveesigenzedeiclien9• Analisideiprodo;piùvendu9nelrepartocarni
• Lecarnieleesigenzedeigiovani• Lecarnieleesigenzedeibambini• Lemodeelemacelleriedelmomento
Comenasceilproge?o
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• Dàimportanzaaldialogoealservizio• Calodellarichiestadicarni(inpar9colarelerosse)
• Scarsaconoscenzadeiprodo;(nonleggelee9che?e,nonsiinforma)
• Pocotempodadedicareallaspesa(acquis9diimpulso)epercucinarelecarni(co?urerapide,carnetenera)
• Sistaavvicinandoagliacquis9online(vediAmazonchehainiziatoconilmondodelfresco)
Ilmercatoeleesigenzedeiclien9
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• Abitua9apas9fuoricasa• Nonsonofidelizza9aunpuntovendita• Cresceilnumerodeipresun9intenditori• A?en9amodeeaisocialancheperlagastronomia(dispos9afaremol9kmper“cibiditendenza”)
• Consumatoridisushiecarnicrude
Ilmercatoeleesigenzedeigiovani
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• Ilmo?oè“biancoetenero”• Nonriconosconosapori• Pessimorapportocontu?oquellochesidevemas9care(lanonmas9cazionecreaproblemiaiden9,alladiges9oneeallosviluppodellinguaggio)
• Assiduiconsumatoriditeneroni,wurstel,co?o,pe?odipollo,hamburger(Mcdonald)patatefri?e
• Condizionanolaspesadellafamigliaedinpar9colarmododeinonni
Ilmercatoeleesigenzedeibambini
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• Aumentodivenditadicarnetritadel10%annuonegliul9mi10anni
• Esplosionedivenditadihamburger• Aumentodiconsumidicarnibianche(inpar9colarmodoilpe?odipollo)
Analisideiprodo;piùvendu9nelrepartocarni
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• Damacellaioagastronomodellecarni• Prontocuoci• Co?oalmomento• Gastronomiacalda• Consegnadelco?ooprontocuociadomicilio• Frollatureestreme• Esaltazionedicarnidinicchia
Lemodeelemacelleriedelmomento
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• Formazionecon9nua• “Regalareemozioni”quo9dianamente• Inves9resuigiovani• Rime?ersiindiscussioneinognimomento• VisitarenuoveformedicommercioinItaliaefuori
• Copiareedapplicarenellapropriarealtà
Cosadobbiamofareperconquistareilmercato?
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• Prontocuoci:offrireognise;manareferenzenuovecoinvolgendoiclien9nellescelte(assaggi)
• Crearehamburgheria(ancheco?a)• Specializzareilpersonalenellarealizzazionedeiprontocuociedelservizio
• Consegnacibico;adomicilio(conPosalseguito)• Lapossibilitàdiconsumareall’internodelpuntovendita,pranzodiservizio,cenegourmetatema
• Auladida;caall’internodelpuntovendita,perscuole,perclien9,perristoratori
Laproposta
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Comeinterpre9amoil proge?o:
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• Accordiconilmondodellascuolaperilcoinvolgimentodi4°e5°elementarecircostan9ilpdv,iltema:
“Incontroconilciboedimes9eri”-lacarneeilgastronomodellecarni-ilformaggioedilcasaro-isalumiedilnorcino-l’olioedilprodu?ore
Auladida;ca
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• Darelapossibilitàdiconsumarecibonelnegozioesfru?arel’opportunitàperproporreleeccellenzealimentari
• Fartrovareatavolapropostegastronomichedinicchiaesemprenuove(singoleesposizioni)
• Trasformareilmomentodelpranzocomeoccasioneperdiventareilnegoziodifiducia
Pranzodiservizio
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• Organizzareceneatemaguidateraccontandoicibi,distribuendoemozioni,provocaregiochidigustocongliabbinamen9,cavalcarel’ondadelsalu9s9co,fartornareilpastounmomentosocialeedifesta.
• Coinvolgimentodisommelier• Incontriconiprodu?ori
Cenagourmetguidata
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• Semprenuovi• Bellidavedere• O;midamangiare• Facilidacuocere• Checoinvolganotradizionieprodo;delterritorio
Iprontocuoci
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• Provareunvastoassor9mentodihamburger• Variareinfunzionedellastagione• Possibilitàdiconsumarliall’internodelpuntodivendita
• Inventarerice?eeabbinamen9
Hamburgheria
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• Pietanzecherichiedonotemponelrealizzarleacasa
• Pietanzestagionali• Pietanzetradizionali
CibiCo;
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Grazieperl’a?enzione