Editor in chief:
CLARA MOSCHINI

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Barilla to conquer USA: fast casual openings in Nyc and LA

The Italian pasta leader is growing in its development plan on foreign markets

The expansion of Barilla restaurants in the United States continues. New fast-causal openings on all the coasts of the United States, in Los Angeles and New York. The ambitious project of the Parma food group, leader in the world of pasta, is to create a chain of restaurants all over the world. The presence of the Italian brand is therefore increasingly strengthened, and Barilla, which is the leader in the pasta market in the United States, opens its premises in other cities. The 'fast casual' format, a sort of Italian version of McDonald's, but of much higher quality, exported to New York, has gathered many acclaim, to bring Italian style and authentic cuisine, from breakfast to dinner: not only pasta, but also salads, sandwiches, desserts and soups. The initiative started from America Because this is where my marketing dreams meet and the best conditions for innovation, but also because the Barilla family has a good relationship with the USA. Today Barilla is the first brand in the Pasta sector in the United States, with 30% of the market: a country where Barilla still has very large growth margins, given that the average consumption of pasta per capita Usa is 9 kilos a year , against the 26 of Italy.  Many restaurateurs have decided to combine pasta with the Street Food world, so openly challenging the predominance of hamburgers and hot dogs. Unlike traditional fast food, Italian "fast food" can afford to combine high quality products such as pasta and sauces at the speed typical of street restaurateurs: salads and soups, as well as a wide range of sandwiches, pizzas and, of course, pasta It's not exactly an anniversary choice, the fast casual restaurant, it's great for a business lunch, a quick dinner, with glass paste display, cookbooks and walls of vertical plants and herbs gardens lives, light and airy interiors with blond wood tables. Barilla's three locations in New York are all in Midtown, with branches in Bryant Park, Herald Square and near Radio City and Rockefeller Center. In California I'm at Costa Mesa and USC Village in Los Angeles, with other openings. Born in Parma in 1877 by a workshop that produced bread and pasta, Barilla is today among the first Italian food groups, world leader in the pasta market, ready-made sauces in continental Europe, bakery products in Italy and crispbread Scandinavian countries. In addition to Harrys, acquired in 2002, Barilla has five other foreign brands: Filiz, one of the largest pasta producers in Turkey (1994); Misko, leader of pasta in Greece (1999); Wasa, the world's leading producer of crispbread (1999); Yemina and Vesta, leading brands in the Mexican pasta market (2002). In the same years Barilla becomes a leader in the pasta market in the USA. Barilla employs approximately 8,100 people, of which 4037 in Italy. The rest is occupied in the offices / establishments abroad.

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