Cheese at Eataly

By Emma Bogursky

Picture from MetroWest Daily News

The image above is of the cheese market at Boston’s Eataly. I chose this specific part of Eataly because I think it shows how Eataly incorporates Italian traditions to provide an authentic experience. Looking at the cheese case, on the left, they start by showcasing what is known as fresh cheeses. These cheeses have no rind and typically feel wet and moose-like, for example, ricotta and cottage cheese. It then moves to aged fresh cheeses, which are similar to fresh cheeses but they have been allowed to grow a thin, almost transparent rind, for example, mozzarella and burrata. Then comes soft white rind cheeses, for example, brie would be showcased in this section of the display. Moving towards the right, it transitions into semi-soft cheeses, including fontina and Havarti. These cheeses typically have a fine, gray-brown rind. Then comes hard cheeses, such as parmesan and gruyere. After that are blue cheeses, such as gorgonzola, before finally transitioning to the flavored cheeses, such as pecorino with truffles. This progression of cheeses allows the customer to find exactly what they’re looking for, along with other cheeses that are similar in the way they are made as well as their texture and flavor.

Looking closely on the left of the image, there is a small room labeled the “Mozzarella Lab”. In this room, an employee makes cheese such as burrata and mozzarella from scratch, while customers pass by and watch through the glass window. Allowing the customer to watch fresh cheese being made in front of them, and then looking to their right and seeing that same cheese being sold for them to buy, is not only a great marketing strategy, but it also allows the customer to see where their food is coming from and how it is prepared. Eataly also uses this technique at the fresh pasta station. Allowing the customer to see the items being prepared helps them understand how fresh and authentic the product truly is, and therefore, they are more likely to purchase it.

Looking at the top of the image, there is prosciutto, garlic, and peppers hanging from the ceiling. As unbelievable as it may seem, those are the real ingredients, not replicas for decor. These ingredients are being hung to dry before they are used in the food. This is just another example of how Eataly demonstrates the way they prepare the food to customers to provide an authentic Italian experience.

Looking behind the display case and the employees, there is a sign discussing the differences in prosciutto and cheese from the different regions of Italy, as well as the local traditions of each region. This shows Eataly’s philosophy of ‘eat, shop, learn”. By teaching customers about what they are eating and purchasing, Eataly is providing their customers with an immersive experience and educating them about Italian culture rather than just trying to make profits off of good food.

These unique displays allow Eataly to connect with its customers and provide them with an immersive, authentic experience. While providing an extensive array of ingredients, they also teach and show their customers what the food is, where it came from, and how it is prepared. They create an experience that is so much more than just a store full of Italian ingredients, it is a place where one can go and feel like they are stepping into Italy, through the culture and the amazing food.

In terms of my research paper, I plan on using this exhibit as a window to further explore how Eataly uses its teaching components to immerse its customers in an authentic Italian experience. I want to answer the question of why Eataly is so successful in replicating this Italian terroir, looking at the places in which they succeed in this but also where the culture of other countries seeps into the business. Using this as a base I think I can further explore the different educational components of Eataly and how that may add to the consumer’s experience, for example, the culinary classes they offer or more of the signs they have posted around the store that tell you where the ingredients came from.