Aprire gelaterie e pasticcerie: meglio Usa o Medio Oriente?

  • DESITA.IT
  • Medio Oriente
  • Nessun commento

Quali sono le informazioni basilari per aprire una gelateria o una pasticceria all’estero – è questo il focus del seminario Going Global che si è tenuto il 21 gennaio 2017 presso il Sigep, fiera internazionale interamente dedicata ad operatori professionali nei settori della gelateria, pasticceria, panificazione e caffè.

In una sala gremita di imprenditori e investitori, i relatori hanno condiviso informazioni e raccontato esperienze.

Per quel che riguarda il mercato statunitense, Alessio Gambino di IBS Italia, ha parlato di un giro d’affari di circa 22 miliardi di dollari annui (nel 2015) legato al mondo ice cream, che non identifica solo il prodotto, ma l’intero ecosistema: materie prime, attrezzature, location, ecc.

Il 40% degli americani ama il gelato ed è previsto un aumento di consumo del 2% entro il 2020. Circa il 73% dei clienti predilige la formula dell’asporto e del consumo casalingo, anche perché i canali distributivi privilegiati sono composti da grandi supermercati, negozi specializzati, discount e, infine, catene di gelaterie.

Tra queste, spiccano per presenza e fama, Amorino e Grom, che hanno avuto anche l’ardire di aggredire il duro, costoso e affollato mercato di New York, dove un locale può arrivare a costare anche tremila dollari al mq.

Date le difficoltà logistiche e i costi, ogni imprenditore deve elaborare un modello di business adatto: alcuni hanno puntato sui rifornimenti delle vaschette frozen già pronte per essere smerciate, altri ricevono la miscela e preparano il prodotto in loco.

Le differenze gestionali ed economiche sono molto legate al territorio e ai diversi Stati, come le abitudini di consumo: un’analisi preliminare molto approfondita è indispensabile per effettuare le giuste scelte.

C’è chi ha preferito evitare i luoghi marcatamente turistici o centrali per diventare un punto di riferimento in zone e quartieri più piccoli e meno cool, ma mantenendo un notevole vantaggio competitivo.

Comune a tutte le soluzioni c’è, invece, la questione «servizi». In America, il concetto di servizio è più importante del prodotto stesso, per cui un’ottima organizzazione per quel che riguarda il delivery, ad esempio, non è un optional, ma l’elemento fondante del business.

I gusti più scelti? Vaniglia e cioccolato. Sissignori, niente tartufo e rabarbaro, la parola d’ordine resta “semplicità”.

Piuttosto consolidato è il sistema del franchising: in USA, un’impresa su 12 adotta questa formula, pari al 40% delle vendite retail. È prassi che la casa madre nomini in ogni Stato un master franchisee che si occupi della diffusione del brand nella regione di competenza.

Mercato totalmente diverso quello del Medio Oriente, che continua a occupare i sogni di molte imprese italiane.

«È un amore corrisposto» conferma Norman Cescut, CEO di Desita, che ha restituito un quadro in forte cambiamento. Dopo l’assalto alla baionetta di Dubai degli ultimi 15 anni (e i relativi fallimenti imprenditoriali), si registra una maggiore prudenza che deriva soprattutto dal raggiungimento di una certa saturazione commerciale.

Si tratta, comunque, di territori estremamente ricchi, affamati di novità, con un’economia per nulla stagnante, ma non vanno sottovalutate alcune componenti strutturali e culturali specifiche.

DESITA-BLOG-goingGlobal2Il food & beverage resta il segmento più importante, spinto anche dalla occidentalizzazione delle abitudini: “eat all day” (poter mangiare qualsiasi cosa a qualsiasi ora) e la crescente attenzione per la componente salutistica sono solo due dei principali trend in consolidamento, anche grazie ad un’età media della popolazione piuttosto bassa.

Se, fino a dieci anni fa, il potere era concentrato nelle mani di pochi top players (specie nel campo edile) che, a loro volta, dialogavano prevalentemente con grandi gruppi internazionali, ora si assiste progressivamente a una redistribuzione che fa emergere anche imprenditori meno mastodontici, ma più attenti ai bisogni dei singoli territori e questo crea molte opportunità.

Mentre, infatti, negli USA, è necessario ottenere un visto per poter operare stabilmente nel Paese (e viene rilasciato solo a fronte di un business plan convincente che crei sviluppo e posti di lavoro), in Medio Oriente, c’è l’obbligo di avere un partner locale. Dopo averlo identificato, riuscire a convincere questo partner della bontà della propria idea non è affatto facile e la fase negoziale è estremamente delicata.

Innegabile che capiscano quasi solo la lingua del franchising. Qualsiasi proposta commerciale (ne ricevono a centinaia e non hanno che l’imbarazzo della scelta) viene valutata soprattutto in prospettiva e in replicabilità. Il concetto di singolo punto vendita, per loro, è molto poco interessante.

Questo ragionare in grande deriva certamente dall’abbondanza di risorse, ma anche dalle peculiarità della società araba: durante il Ramadan, ad esempio, è tradizione che, dopo il tramonto, si consumino pasti a base di pollo, patate, legumi, ma, soprattutto dolci e gli acquisti nelle pasticcerie fanno registrare numeri da capogiro.

Una curiosità: è stato stimato che un arabo decide se partecipare o meno a un progetto (come partner o investitore) nei primi 30 minuti di confronto e che vanno assolutamente evitati atteggiamenti direttivi o rigidi per non urtare la loro suscettibilità.

Cescut ha raccontato di negoziati che si sono improvvisamente interrotti per una parola sbagliata (gli italiani sanno essere maestri in questo) un istante prima della firma del contratto.

L’ingresso dell’Iran nel panorama economico generale, poi, ha ulteriormente reso la situazione più ricca, ma anche più complessa. La cultura persiana è molto diversa da quella araba, sia nei gusti che nelle abitudini. Questo aspetto va tenuto in considerazione soprattutto in fase di reclutamento e formazione della manodopera sul posto.

Il seminario si è concluso con l’analisi dei principali strumenti per l’accesso al credito (senza una credit history è impensabile anche solo affittare un locale) e con un video messaggio di Gianfranco Zola, ex calciatore, attualmente allenatore del Birmingham City, ma anche proprietario della gelateria artigianale “Unico” a Londra, che ha raccontato con toni entusiastici di questa sua esperienza nel settore e ha augurato uno speciale in bocca al lupo a tutti coloro che faranno grande il gelato e il made in Italy nel mondo.

 

 

Lascia un commento

*

Simple Follow Buttons

You have successfully subscribed to the newsletter

There was an error while trying to send your request. Please try again.

Corporate information

Business name Desita S.r.l.
Registered office address via Roveredo, 20/b
33170 Pordenone (Pn)
VAT Registration Number 01535260937
Tax code 01535260937
Business Registry which the company is recorded in Pordenone
Business Registry Number 01535260937
Company with a sole shareholder

Privacy Policy

GUIDELINES AS PER ART. 13 AND 14 - EU REGULATION 2016/679

Data subjects

Website users

Personal data processing

Hereby are described the website's management procedures www.desitablog.com, whose owner is Desita S.r.l.. These guidelines are drafted in accordance with art. 13 of the regulation 2016/679 of the european parliament and the council of 27 April 2016 on the protection of natural persons with regard to processing of personal data. These guidelines are drafted for Desita S.r.l. website and not for other websites that user may access to through their link.

Data controller

Following the consultation of this website, data referring to identified or identifiable persons can be processed.
Data controller: Desita S.r.l. - Viale Lazio, 32 - 47838 - Riccione - email: norman@desita.it legally registered in via Roveredo, 20/b 33170 Pordenone (Pn).

Place of data and recipient processing

The processing relating to the web services of this website take place in ITALY at server farms "Server Farm Irideos" joint-stock company and CDLAN LLC in via Caldera, 21 Milan, said parties are suppliers of Titanka! (primary processor) Spa with registered office in Strada degli Angariari, 46 47891 Falciano RSM, which carries out website maintenance and management operations.

Type of data processed

Browsing data
Software applications designated for Desita S.r.l. website correct functioning acquire certain personal data submitted via safe protocols. Such data are not collected to be associated to identified individuals but may allow to identify users through data processing and crosschecking with other data possessed by third parties. This category of data includes IP addressed, browser's identifier (user agent), URI (Uniform Resource Identifier) addresses to resources requested, the request time, the method used in submitting the request to the server , the numerical code indicating the status of the server response (e.g. successful, unsuccessful) and other parameters relating to the operating system and the user's IT environment. These data are used with the sole purpose of extracting anonymous statistical information on the use of the website to check its correct functioning.

Data voluntarily supplied by the user
To access some of the services available on Desita S.r.l. website - the optional and voluntary insertion of certain identification data may be requested (email, name, contacts, and information neeced to provide the required service).

Purposes and lawful basis

Service provision
Personal data supplied by users making use of the services provided by Desita S.r.l. (i.e.: through web browsing, form filling for various requests) are used for the sole purpose of carrying out the service or performance required. The lawful basis for the processing is the fulfillment of pre-contractual conditions in order to fulfill your request.

Further communication following the purchase of goods or services
Following the purchase of a good or service , Desita S.r.l. shall convey to the user further information even of commercial nature regarding the same category of goods of the purchased made. The aforementioned lawful basis of the processing is the legitimate interest of the data controller (cons. 47 GDPR).

Direct marketing
In case of specific consent (by subscribing to the newsletter) Desita S.r.l. shall send via email information on new products, promotions and other special offers. The user will be entitled to deactivate the service at every time through the dedicated procedure and/or methods indicated below for the exercise of his/her rights. The aforementioned lawful basis of the processing is the user's consent. Specific explanatory information, if needed, will be published or shown on the website pages used for further and specific services on request.

Data storage period

The data storage period is defined by requested service's purposes and for a further period of 36 months. Should the requested information be part of an online transaction, such data shall be stored for economic or fiscal accounting purposes for a period of 10 years. As regards technical data managed by the website, such as cookies, the storage period is defined according to the cookies technical characteristics as specified in the table "List of cookie". The storage period of personal data will be automatically extended for a further period of 36 months whenever a new consent to the processing of personal data is given and/or every time users access the services provided by entering their own log-in credentials (e.g. Login personal account).

Optionality of data provision

With the exception of what has been specified regarding browsing data, the user is free to supply to Desita S.r.l. the personal data requested to benefit from the services provided through the website. Failure to provide data relating to the fields marked by the asterisk (mandatory) will result in the impossibility to access such services.

Processing procedures and safety

The processing of personal data occurrs via information systems designed to guarantee data safety and privacy in compliance with the appropriate safety measures pursuant to art. 32 GDPR, via safe communication protocols with SSL encryption algorithms.
Your personal data will be processed in accordance with the aforementioned laws and privacy obligations in effect. Good practices are defined by the Italian Data Protection Authority issued provision "Guidelines on Marketing and against Spam - July 4, 2013" (published on the Official Gazette no 174 on July 26 2013), Guidelines on Personal Data Processing for online Profiling - March 19 2015 and Guidelines on Automated individual decision-making and Profiling for the purposes of the EU Regulation 2016/679.

Data transfer to non-EU countries and guarantees of adequacy

Data transfers to non-EU countries may occur when using Facebook, Google and other social networks or when turning to service providers located in the US. Such data processing is guaranteed under the "Privacy shield" agreements, signed by individual companies.

Recipients

To carry out business activities and to provide support in organising and maintaining said activities, some of the data might be transferred or reported to recipients. Recipients are divided in the following categories: Third parties, processors and sub-processors and authorised personnel under the authority of the controller or the processor.

Third Parties

Natural and legal people, public authorities, services and other entities that do not include the data subject, the data controller or the data processor and sub-processors. In case data processing should concern administrative or accounting purposes, legal obligations, customer management and contracts, the data can be transferred to:

  • Companies managing traditional and electronic postal services;
  • Companies registering domain names;
  • Other subjects, if data transfer is necessary for the fulfilment of the aforementioned purposes or legal obligations.

Inside our company

Your data will be processed solely by personnel explicitly authorised by the data controller, assuring use of suitable instruction, training, privacy agreement observation by the following categories:
-Company management.

Data publishing

Your data will not be published in any way.

Rights of data subjects

Data subject (subjects which the data are referring to) can in any moment exercise the rights stated in the Regulation through a dedicated personal area. It is possible to access said area by requesting the link via the dedicated procedure in the footnote of this information note. A further procedure for the exercise of the Regulation rights, in case the user subscribed to the newsletter, can be used via the dedicated link appearing in the footnote of the email received. Specifically, users will be entitled to enforce rights pursuant to art. 15 through art. 23, and in particular: 1.Erasure of all data. 2.rectification/alteration 3.Restriction. 4.Portability. 5.Right to object to automated decision-making (profiling). If needed, report any other request in the note field. The data subjects, should the requirements be met, have the right to issue a claim to the Data Protection Authority in accordance with the necessary procedures. For further information and to exercise these rights recognised by the European regulation you can address the data controller following the aforementioned references.

Data subjects' right exercise

The requests can also be sent using the following contacts:
Data controller: Desita S.r.l. - Viale Lazio, 32 - 47838 - Riccione - email: norman@desita.it

Having read the information note and acquisition of the data subject's consent

The undersigned data subject, having received the information provided by the data controller as per art. 13 and 14 of the GDPR, states he has read the present information note on data processing for service provision and to allow Desita S.r.l. to correctly manage and duly process data.

Consent

As evidence of your explicit and unambiguous consent we will register time, date, IP address and your e-mail. We remind you that you can exercise the aforementioned rights in any moment by clicking on the link located on the footnote of the received messages or by contacting us through our communication channels.

Extended information note on the use of cookies

Extended information note on the use of cookies and pursuant to the measure of the Privacy Authority n. 229/2014, for those interacting with the web services of Desita S.r.l., accessible from the internet addresses www.desitablog.com. The website of Desita S.r.l. uses cookies and similar technologies to guarantee the correct functioning of procedures and enhance user's experiences in online applications. This document provides detailed information on the use of cookies and similar technologies, on how they are used by Desita S.r.l. and how to manage them.

Definitions

Cookies are small text strings that websites visited by users sent to their terminal (usually the browser), where they are memorized to be eventually resent to the same website when the same user will visit the website again. Cookies are stored based on the user's preference by the single browser on a specific used device (computer, tablet, smartphone).

Cookie types

Based on the characteristics and use, cookies can be distinguished in different categories:

Fundamental cookies
Cookies which are mandatory to manage log-in and the access to the functions reserved to the website, generally for the updating of pages by web editors. The length of these cookies is strictly limited to the working session (they are deleted once the browser has been closed). Their deactivation affects the use of services accessible from log-in. The public part of website can still be used normally.

Technical cookies (of analysis and performances)
These cookies are used to collect and analyze traffic and the anonymous use of the website. These cookies, without identifying the user, allow, for instance, to detect if the same user returns on the website at a later time. They also allow to monitor the system and enchance performances and usability. Some website pages can www.desitablog.com memorize the user's preferences relating to the size of the font and the preferred displaying mode (graphich, high contrast or text) in order to access contents. The deactivation of said cookies may be performed without any functionality loss.

Profiling cookies
These are permanent cookies used to identify anonymously and not) the user's preferences and enhance his/her navigation experience.

Length of cookie

Some cookies (session cookies) remain active only until the browser is closed or the log-out command executed. Other cookies "survive" the closing of the browser and are available even in the user's later sessions. These cookies are called persistent and their duration is established by the browser at the time of their creation. Navigation through the website pages www.desitablog.com, users can interact with all the websites managed by third parties that can create or modify profiling or persistent cookies. The temporary storage of every single cookie can be viewed in the table "list of cookies".

Management of cookie

The user can decide whether to accept or reject cookies via the browser settings. The total or partial deactivation of cookies may affect website functionalities but it will not prevent the navigation. The setting can be specifically defined for every website and web-based application. The following are the web resources which illustrate how to proceed for every main browswer: Chrome, Firefox, Internet Explorer, Opera, Safari.

List of cookie

Cookie name Type Service name Description Length Domain
CookiePolicy technical Informativa privacy policy Hide the privacy policy bar 1 year www.desitablog.com
PHPSESSID technical WebServer Identification Number of the web session up to the end of the web session www.desitablog.com
_ga analytical by third parties Google Analytics Used by the APIs of Google Analytics 2 years www.desitablog.com
_gat analytical by third parties Google Analytics Used by the APIs of Google Analytics 1 minute www.desitablog.com
_gid analytical by third parties Google Analytics Used by the APIs of Google Analytics 24 hours www.desitablog.com

Google Analytics

www.desitablog.com can include elements transmitted by Google Analytics, a web traffic analytical provider supplied by Google Inc. ("Google"). These are third-party cookies used to collect and analyze information on users' behaviours anonymously on the website of Desita S.r.l. by visiting users. These cookies are used to store non-personal information. Google Analytics protects the privacy of its data. For further information, click the following link: https://support.google.com/analytics/answer/6004245. The user can selectively deactivate the action of Google Analytics by installing on its own browser the opt-out component supplied by da Google: https://tools.google.com/dlpage/gaoptout.

Third-party profiling cookies

The website www.desitablog.com may use third-party profiling cookies. These cookies are used to trace the web navigation of users and create profiles on their tastes, habits, choices, etc. Through these cookies, advertising messages matching the preferences shown by users themselves during navigation can be trasnmitted to the user's email. Said cookies can exchange information and trace the navigation of users who subscribed to one of the available services. For further details or to deny consent to third-party cookies it is possible to click on the link in the following table.

List of third-party cookies

Versione informativa n.1 - ultima revisione: 22/01/2020 14:35:12