INTERVIEW WITH MARCELLA MANTOVANI OF GELATOSIT� ARTISANAL GELATO SHOPS | Success Stories

Napoli, Italy, 31.10.2014

Gelatosit� gelato shop opened in July 2005 in the business center of Naples, in the Vomero quarter, thanks to the hard work of the siblings Marcella and Oreste Mantovani. The format was so successful that in 2014 Marco Palmieri, 45-year-old husband to Marcella and graduate of Carpigiani Gelato University, started opening franchises around the world.

When did you decide to open a gelato shop? Has it always been a dream of yours or was it a surprise decision?

Opening a gelato shop was a professional decision. At the time, me and my brother worked for large companies and then we decided to become entrepreneurs, opening a gelato shop. Gelato was a passion for the both of us and we knew that the business offered great opportunities, notwithstanding the high barriers to entry.

Where did you learn about Carpigiani Gelato University? Why did you decide to enroll?

Before opening their shop, we looked into costs and production techniques. When it came to the machines, Carpigiani was the market leader. Consequently we learned about the opportunity to be trained at CGU.

What is the philosophy behind your shop?

Create a truly artisanal product and perfect it more every year. For Gelatosità it is important to start from the ingredients. For example, our sorbet is made of sugar and pulp from fresh fruit. If the gelato you make is good quality you can make it better by adding a pastry product. Combining two excellent products will make a third excellent product. If you have quality you don’t have to be afraid to try new things. At Gelatosità we have patented a refrigerated tray on which gelato is mixed with toppings. It is a frozen tray that makes it so the cold chain is never broken. Many didn’t believe in this innovation, but we did it, and it was a success!

What inspired the name of your shop?

The word “Gelatosità” is a mix of “gelato” and “golosità” (gluttony). This new word represents our philosophy. Our customers have an emotional experience, being able to add what they want to their gelato.

There are many gelato shops in Italy. What makes yours special?

Today everybody wants to open a gelato shop. Our objective is clear: offer our customers a high-quality product and completely differentiate ourselves with our format. Here there were many cafe-gelato shops while we mainly offer gelato. We also have other particular products that distinguish us from others, like the Frappè Mix. It is a trademarked 500cc frappè with a snack taste. We think this is an innovative and revolutionary idea: we use only milk, milk-flavored gelato, and snacks. We have even been able to differentiate our gelato: Sicilian customers compliment us on our pistachio gelato.

How is the gelato culture in the country where you live?

Culinary culture in Italy is generally very high, but not everybody is able to recognize quality gelato. For this reason in our production areas we hold courses where we teach people to recognize quality gelato. For example, if the gelato is piled high or has a neon color it means there’s something wrong. The same goes if the gelato is melting too quickly or not at all, or if it tastes too fat, or if you’re thirsty after eating it. We want to educate people about gelato, to give them tools to recognize a quality product. The seminar lasts a few hours and then we taste the gelato we just made.

What do you like the most about your work?

I support my husband Marco who is in charge of the franchises. We are the only gelato franchise that includes the full production cycle. Our vision is to create artisans, not dealers. We are working on opening franchises in Panama, Switzerland, and Taiwan. But the flavors won’t be the same everywhere; each shop will follow the trends of the local culture. Flavors will be different but the infrastructure will be the same. We are opening franchises in Italy, both in our current area and in the province of Cremona.

What do you think is the key to success for a gelato shop?

Location is surely extremely important, but 70% of success is due to product quality.

How has your life changed since you opened your gelato shop?

My life changed greatly. I work more than before and I never stop. You’re always thinking about new recipes, new flavors, improving operations, training affiliates.

What advice would you give to CGU students?

We’ve already been asked this question by a student who was writing their university thesis on Gelatosità. To be honest there are many answers: gelato is a trend, it’s a business. The best reason to get into this business is to become a skilled artisan. Right now gelato is a good business to be getting into, offering the chance to be creative, to learn a trade. Always control your quality, and then train your colleagues. Opening a gelato shop is not a small thing: the world is hungry for gelato.