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How is IGF organised?
The corporate structure, the
warehouses, the distribution and
the staff?
Also from this point of view we
have an image of excellence. We
guarantee precise and punctual
deliveries throughout our territory
through a close network of trucks
suitable for the transport of fresh and
frozen goods: this method assures
us to deliver the products intact and
without any alterations. Through a
system of couriers, we also cover
the entire North America. To be
more far reaching we opened several
“warehouse centres” in strategic
places for sorting from which orders
depart and always close to major
road junctions. Our areas of delivery
include all areas of Atlanta, Macon,
Chattanooga, Tennessee and now
Birmingham Alabama. Today IGF has
around 200 employees and, using
the same care with which we select
products that then we distribute, we
train our employees: they must always
be operational and prepared for
what I propose. To offer a complete
service, we provide the opportunity
to many chefs and restaurateurs and
sector staff, to come to our premises
and get to know the excellences of
eno-gastronomy together with our
highly qualified staff.
How is American and Italian
catering different? Do they have
anything in common?
The fascination that Italian cuisine
transmits abroad is always very
strong! Of course the differences
between the Italian and American
cuisine are many… it is enough to
think about the many “cuisines”
that cohabit in the USA, of the many
traditions and ethnic groups that
arrive from opposite parts of the
globe. Italy and its products, despite
the fact they are many, remain in
some way more linked to territoriality
and tradition. This is not always
perceived abroad ... but it is a bit
like having a lot of pearls which,
together, form a beautiful necklace.
Don’t forget the millions of Italian
immigrants who live here, it is also
down to them them if the “Made in
Italy” is so well liked.
What plans are there for the future
and what is being organised
celebrate 30 years of activity?
The ideas to realise are always
many…! Among the plans in progress,
most definitely, is to expand the
activity and brand toward other
markets. Everything is accompanied
by the continuous search for new
products. 2017 is an important year,
in fact it’s the thirtieth birthday of
IGF! Also on this front there is work
going on: in May there will be a huge
company party and an impressive
spectacle of cuisine for all our clients
in Washington.
What does it mean to be part of the
Italian Cooperative Catering on the
other side of the world?
For us CIC is a great opportunity
which gives many advantages, first of
all the vision is always up to date on
modern gastronomic trends arriving
from Italy, thus opening ourselves
to new markets and new business
channels.
AT PAGE 14
Hats, stars and forks:
instructions for Use
What “counts” for a restaurant to
be inserted in a guide during the
times of TripAdvisor? And what are
the characteristics to keep an eye
on if you want to join the ranks?
By Anna Muzio
One two three star! But this is not
a game. For restaurants the rating
of the most important gastronomic
guide, the “red” Michelin, is of
immense worth. According to the
research firm Jfc, which for this
subject interviewed 60 owners and
analysed the budgets of 50 of the
334 Italian starred restaurants for the
2016 edition, obtaining recognition
transforms the life of a restaurant,
determining in the first “starred” year
an increase in turnover of 53.2%.
Again, during the transition from
the first to the second star increases
the revenue, but only by 18.7%.
While entering the elite of three
stars is worth a further 25.6%. Direct
benefits add to the indirect ones.
The stars bring advice, invitations,
appearances and events which
increase the turnover and the value of
a restaurant.
THE “GUIDED” CLIENT
The guides are still an irreplaceable
tool, if nothing else because they
are written and prepared by critics
and experts. Also, because the
alternative offered by the reviews
freely thrown around by the gourmet
communities do not convince
everyone. “The Guides – says the chef
Stefano Masanti
of the Cantinone of
Madesimo, one Michelin star – give
visibility and direct the customer
in search of quality. They are made
by professionals who follow precise
judgment parameters even if their
opinions differ, and snap a photo of
that moment and their assessment
remains subjective. By taking a
segmented clientele: the Michelin
Guide for example brings those
who seek excellence not only in the
kitchen but also the atmosphere and
service, the osteria guide is followed
by those seeking conviviality and
quality”. And the internet? For
Masanti instead of TripAdvisor,
“where often the anonymity allows
the denigration or the exaltation
of quality that isn’t there with fake
or bought reviews” relies on “the
digital word of mouth on Facebook or
Instagram: it’s immediate, reaches a
large number of people, and coming
from friends and is judged reliable”.
With regards to the blogger, “they’re
another interesting channel in order
to get recognised. In the end “value
will always win out, if you have
perseverance and you work to satisfy
your clients”.
And for who writes the guides??
According to
Enzo Vizzari
, editor
of the Guida dell’Espresso, Michelin
gives visibility to the general public
who want maximum information
on the restaurants considered to be