Pizzacafe Latorre Changes the Way Fast Food is Marketed
Jana Pijak — July 9, 2014 — Art & Design
References: kanzarchitetti & mocoloco
Pizzacafe Latorre #1 Verona by Kanz Architetti aims to change the way that fast food is traditionally marketed. In Italian culture, street food is often perceived as 'poor food' and is associated with the nation's lower class.
Located in Central Verona, the eatery sits in a medieval tower of Via Scipione Maffei 1. The space houses a popular pizza spot and a coffee shop that are merged together to create magic.
"This marriage gives rise to a new concept of street food, named Pizzacaffè LaTorre # 1, a place where the highest level of product quality is offered to the public." Waiting for the eatery's quality products is meant to encourage its visitors to enjoy their food and to take their time with it rather than to consume it quickly, a ritual often associated with most fast food meals.
Located in Central Verona, the eatery sits in a medieval tower of Via Scipione Maffei 1. The space houses a popular pizza spot and a coffee shop that are merged together to create magic.
"This marriage gives rise to a new concept of street food, named Pizzacaffè LaTorre # 1, a place where the highest level of product quality is offered to the public." Waiting for the eatery's quality products is meant to encourage its visitors to enjoy their food and to take their time with it rather than to consume it quickly, a ritual often associated with most fast food meals.
Trend Themes
1. Transformation of Fast Food Marketing - The merging of high-quality street food and coffee shops presents an opportunity to revolutionize the way fast food is marketed.
2. Redefining Perceptions of Street Food - Changing the negative associations with street food can create a new market for artisan street food eateries.
3. Slow Food Movement in Fast Food Culture - Encouraging customers to take their time and savor their meals in fast food establishments can disrupt the traditional fast food experience.
Industry Implications
1. Restaurant Industry - The concept of artisan street food eateries can create a new segment within the restaurant industry and attract a different customer base.
2. Coffee Shop Industry - Merging coffee shops with street food establishments provides an opportunity for coffee shops to expand their offerings and attract a wider range of customers.
3. Fast Food Industry - By changing the perception and experience of fast food, artisan street food eateries can disrupt the traditional fast food industry and appeal to conscious consumers.
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