Because this is the point: when the quality of a product is suffocated by the ego of its author, in search of easy success, that product becomes meaningless. And it does not generate positive emotions, because it is born from financial calculations and not from genuine passion.

Of course, we can expect that the pizzaioli who are more open to experiments and the critical observation of the changing consumer tastes will not retreat in the face of the need to increase prices, frightened by the idea of losing customers. And, consequently, they will not abandon the quest for fine ingredients and processing techniques. That would be a mistake because palates educated in good taste do not go back on price. Moreover, now that the pandemic is over, the desire for emotionally intense out-of-home experiences is stronger than ever. A pizza that strings our emotional chords makes us feel part of the pizzaiolo’s creative process. It gives substance to his passion, it turns an evening out into a cultural journey that enriches us and justifies the price we pay, even if higher.

So at PizzaUp® in November, the pizzeria will become a laboratory of emotions and not just of dough. To discover a new model of economic sustainability.


Piero Gabrieli
source: https://www.identitagolose.it/ermes/newsletter/?id=646

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