The presence in the North-West is strengthened, particularly in Liguria and the brand «Cucina Esselunga» for gastronomy makes its debut. In November, a food truck will let the Milanese taste the specialties for free.

The presence of Esselunga is strengthened in via Spadari in Milan, the street of taste of the Lombard capital. What last year was a temporary store dedicated to the Elisenda pastry shop now has the sign «Le eccellenze di Esselunga», a pop-up store in which to present the gastronomic offer of the chain which is debuting the new brand «Cucina Esselunga» adds a series of local specialities. The size of the shop also grew, passing from 3 to 5 windows overlooking via Spadari, right in front of Peck, a historic deli that has been serving the tables of the Milanese bourgeoisie since the beginning of the 20th century. This shop sells over 200 gastronomy specialties prepared in the establishments of Limito di Pioltello, in the Milanese hinterland, and in Parma, Elisenda's pastry shop, the result of the partnership with the starred restaurant Da Vittorio, a wine shop with medium-high range labels as well as cured meats, cheeses, jams, sauces and pickles. About forty products chosen and supplied by Italian and non-Italian artisan producers, on sale only in the shop in via Spadari.

In other words, not the classic large-scale distribution but an offer developed around premium products for a pop-up store that expresses the brand's values within a more articulated communication project than in November, between 7 and 17, in Milan the Food Truck will be the protagonist, a vehicle that will let the Milanese taste the Esselunga gastronomic specialties for free.

The development of the network also continues: on 8 November a LaEsse market will be inaugurated in Corso Vercelli in Milan, the following day it is the turn of a 2,500 square meter supermarket in Turin in Corso Bramante just 300 meters from a Carrefour hypermarket. By the end of November, a LaEsse will be opened in via Calzecchi in Milan, in Città Studi. Among the construction sites is that of Genoa in San Benigno for the second Esselunga supermarket in the Ligurian capital at the center of a legal tug of war that saw Coop Liguria lose.

It shouldn't be long before the opening of a store in Albenga, in the province of Savona. About a hundred direct jobs will be created to which indirect ones will be added. A strategic position to serve, among others, the tens of thousands of Piedmontese and Lombards with a second home in western Liguria.

by Enrico Netti