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March 15, 2018
Italian bank looks to keep its customers sweet by bringing pastries to its punters (NTD)
Seamus Light
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Italy's top pastry chef, Iginio Massari, is literally banking on his latest patisserie to set a new trend.
Opening a shop full of sweet delights inside a bank in central Milan,Massari, whose treats have been served to stars and royalty, has teamed up with the country's largest lender, Intesa Sanpaolo, to reinvent office-like, unwelcoming branches into inviting places with a more informal feel.
Only steps from the Duomo Cathedral of Italy's financial capital, delicate pastries, rich fruit tarts and multi-coloured pates de fruits sweets sit next to counters and cash machines.
Italian banks are facing thousands of job cuts and need to lose up to a third of their branches over coming years. But those branches that survive are being redesigned to make them more appealing to a new generation and type of client.
Massari said he believes the first patisserie to be opened in a bank is up for the challenge to make it a winning formula.
Customers certainly appear to be won over with a brisk trade already underway and many saying it has given them an added incentive to visit their bank.
Credit: Reuters
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