Iconic Milanese Store Changes Ownership and Joins the Big Retail Scene

The Historic Announcement of Giannasi 1967

The famed kiosk “Giannasi 1967,” renowned for its mouth-watering rotisserie chicken for over fifty years, has recently made an epoch-making announcement.
It will be handing over the majority stake to the Finiper Canova Group.
Founded in the heart of Porta Romana, in Piazza Bruno Buozzi, Giannasi has been a cornerstone for generations of Milanese, celebrated for the authenticity of its products.
Today, its historic independent management merges with the realms of large-scale distribution, paving the way for an expansion that is expected to honor the roots of this symbol of Milanese gastronomy.

Stepping into Large-Scale Distribution

The acquisition of Giannasi is part of a broader strategy.
The Finiper Canova Group, established in 1974, encompasses well-known brands such as Iper La grande i, Unes, and Viaggiator Goloso.
Already engaged in the restaurant industry with brands like Ristò and Rom’Antica, the group has expressed its commitment to preserving Giannasi’s identity through a growth process that respects its traditions.
In an official statement, Finiper Canova promised new openings not only in Milan but also possibly in other Italian cities, ensuring that the quality and authenticity that have made the Milanese kiosk famous remain untouched.

The Legacy of Giannasi

The history of Giannasi dates back to 1967 when Dorando Giannasi, hailing from the Apennine region of Tuscany-Emilia, opened a kiosk to sell raw chickens and turkeys.
Over the years, the kiosk evolved into a synonym for rotisserie chicken and other gastronomic delights, selling nearly 4,000 chickens each week.
The success of this kiosk earned it the prestigious Premio Ambrogino d’oro in 2010, a municipal honor recognizing its contribution to local life.
Today, this beloved institution is poised to embark on a new chapter.

A Growing Trend in Milan

Giannasi is not the first symbol of Milanese culinary heritage to fall under the purview of a larger group.
Recently, various historic eateries have been acquired, such as Pasticceria Marchesi, which is now part of the Prada Group, and Pasticceria Cova, now controlled by LVMH.
The renowned Giacomo restaurant has also been taken over by the Rovati family, while rumors suggest that Latteria San Marco may reopen with the help of Loro Piana.
The sale of Giannasi is part of this broader transformation of Milan’s gastronomic landscape, where traditional establishments are evolving to survive in an increasingly competitive market.

Tradition and Growth – The Future Ahead

While the news of the sale has stirred nostalgia among loyal Milanese customers, the acquisition by Finiper Canova could represent a unique opportunity to export the Giannasi experience.
Will the brand retain the essence and authenticity that endeared it to the locals? Only time will tell, yet the current promise is to grow while honoring its past.

Some observers express reservations, fearing that Giannasi’s historic charm may diminish upon contact with large-scale distribution, risking the transformation of an authentic Milanese gem into a more standardized brand.
Therefore, the primary challenge will involve maintaining that authentic connection with the community and the quality that set it apart, even as it expands into new neighborhoods and cities.

This operation fits into a broader trend.
The socio-economic landscape indicates that many historic local businesses are transitioning under the control of expansive groups.
Some are beginning to question if, in the long run, Milan risks losing part of its identity to increasingly uniform and “chain-like” spaces.
The hope is that Giannasi can flourish while retaining its soul.
Will the brand maintain the authenticity that made it beloved by the Milanese? Only time will reveal that, but for now, the intent is clear.