A passion for cooking is just one of the ingredients of the project conceived and realized by Edoardo Maggiori, a young entrepreneur from Milan: in just a few years, he has built an interesting catering business model that has allowed him to open three successful restaurants in the city in record time.
Analysis, research, a thorough assessment of the target, and an obsessive attention to quality are just some of the foundations on which Edoardo has raised such an efficient business model.
We’ve met him at La Filetteria Italiana, an entirely meat-centric restaurant that offers a wide selection of filets from different animals and origins.
Right on one of Milan’s canals, just a few steps from Ripa di Porta Ticinese, the venue is refined down to every little detail – the furniture, the lights, and the music.
Edoardo, how did your projects take shape?
When I finished my studies, I carefully analyzed different businesses in order to identify which could be the most profitable and accessible, the easiest to control, the one that could give real, above-average results by offering customers something that they would have welcomed and appreciated.
Satisfying primary needs such as eating might sound almost trivial, but I’ve always aimed at providing a new, different, high-level experience.
What do you mean exactly?
Let’s take the example of the meat we offer at La Filetteria Italiana.
In our menu, customers can find zebra, camel, reindeer, kangaroo and ostrich cuts, besides beef (the Chianina or Fassona varieties) and veal – meat from all over the world.
An original choice born of a thorough study on how differentiating could significantly reduce intensive animal farming of some local species, with a view to improve the quality of life of animals, and to make room for alternative farming.
A choice that goes against the flow in a world that carries the veganism banner up high.
A rational choice, which doesn’t dictate any rule, but simply offers a different tasting, nutritional experience. The name of my restaurant speaks clear, it is consistent with what we offer, and expresses the values that dominate the relationship with customers today. Transparency in choices, transparency and consistency in the supply.
I must confess that we have received very positive, satisfying feedback from our clientele, Italians love quality cuisine.
Besides La Filetteria Italiana, you also own l’Officina del Riso. It this about diversification?
L’Officina del Riso in Via Marghera, Milan, addresses a different target than La Filetteria Italiana. The goal we set is to think of rice, and cook it, in a whole new way. Our menu features classic risotti alongiside more creative versions, and mixes products from the Western world with new takes on Japanese gunkans.
Just like La Filetteria Italiana, L’Officina del Riso also stands out for its research and care for the ingredients and the quality of products. All our dishes are prepared with Lomello, a type of rice really similar to Carnaroli, but particularly creamy.
Tradition and innovation never fail to blend in our dishes – rolls with smoked goose breast and mushroom cream, with lard, honey and red Tropea onion from Calabria,with veal tartar and hazelnut oil, or with pineapple, lard, black pepper, and grated pistachio nuts, or Iberian ham, guacamole and gazpacho.
Once again, I can see that our customers have deeply appreciated our efforts, they reward us every day with their fondness and loyalty.
I’m seriously happy with our job.
By listening to your business adventure, it looks like you’re totally in control. How important is it to choose good collaborators?
Right from the start, I’ve been aware of how crucial it is to be able to rely on a qualified, committed and professional staff.
I try to surround myself with people who can do better than I can. When I find any, I keep them by my side, and make them a part of my adventure.
My aim is to live and work in harmony, and those who work with me must share the spirit and philosophy that underlie my project, it’s imperative.
Seeing your collaborators smile is important, both for everyone’s professional balance and for customer satisfaction.
Our advisors are great experts too, and support us on different aspects, from communication to finance. All of them are often a crucial part of the huge mosaic I’m building.
What are your next projects?
I could say, opening restaurants all over the world… I may sound foolish, but foolishness is often essential in business, and in life. As Erasmus from Rotterdam said in his Praise of Folly, “human life is nothing but a game of folly”.
A pinch of folly, then, but always with caution… we have a digitalization and internationalization program in store, but it’s all I can say for now, I’ll tell you more about it next time!
I obviously plan to further develop my business models by updating and adjusting them in line with market needs.
For now, I can only reveal that by the end of summer I’ll open “Nuda e Cruda”, a new sophisticated format that the Milanese will like, I think.
Needless to say, Excellence Magazine, you and your readers are already invited to the inauguration.
See you there!
