Page 171 - The Apple Experience

oils, sauces, salamis, pastries, espressos, and cheese. It also offers cooking
classes in its school, La Scuola.

On a trip to New York, I sat down with Eataly partner Nicola Farinetti

and asked him to describe the vision behind his family’s food empire. If you

didn’t know Farinetti was running an Italian food store, you’d think he was

working for Apple. He talked about the importance of messaging and

signage. He proudly described the importance of offering an uncluttered

experience, despite hundreds of visitors a day. He talked openly about
spending $250,000 a year on training employees in customer service skills.

And Farinetti revealed why classes were so important. According to

Farinetti, the more people know about the products, the more they enjoy

their experience with the products and the brand. Sound familiar?

Instruction enhances the customer experience—for tech companies, food

companies, or companies in nearly every category. The more Eataly’s

customers know about Italian food and understand the difference between
olive oil from northern Italy and olive oil from the south, the more they will

appreciate the product. When customers learn they really can make their own

risotto, they feel empowered, confident, and proud. It creates a positive

feeling that enhances the overall experience.

At Eataly, like Apple, the signage is also carefully considered. The signs

are simple black letters on a white background, much like Apple signs. There

are signs at every product station designed to teach customers something they

didn’t know. The signs describe everything from where the best Italian

honeys are sourced (southern Italy) to where the art of Italian coffee roasting
began (Piedmont). Farinetti’s family has learned that customers are looking

for more than food products; they are seeking an experience. The more they

know, the more likely they are to enjoy the product.