The new Sapori&Dintorni store opened in Milan Central Station is something more than a new outlet for the Conad strategy. “With this store we begin our quest for leadership in the North” said the CEO of Conad, Francesco Pugliese, sending a strong message to its cousins, Coop Italy.
True to the Sapori & Dintorni concept, this store will welcome visitors to Expo with the best of Italian food excellences, so much so that the leitmotif reiterated on many occasions by Pugliese is that promotion will be of the products and not on the products. As if to say that what is needed today is attention and care with regard to the products that represent the best of Italian agrifood and not trivialization on prices. A vision that is slowly making ground in distribution, where the wounds of the price war have also started to infect the healthy tissue of private label products.
It should be noted that Sapori & Dintorni is the Conad brand that offers typical local products (but there is also a laboratory for the preparation of sushi) from a selection of qualified producers: the store in Milan Central Station – over 3500 products, open from 7 am to 10 pm – will offer Viaggio in Italia (Italian Journey), a different “traveller’s basket” every day to promote all the local specialities. Sapori&Dintorni, recalled Pugliese, adopts a competitive price policy but with a high quality, so much so that the profitability of the eight stores, with a total turnover of 500 million euros, is the highest in the market: 24,000 euros per sqm.
