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THE BEGINNINGS
Originating from a small town in the Tuscan-Emilian Apennines, the Giannasi siblings - Graziella, Dorando and Luciano - moved to Milan in search of work. In the era of the economic boom, they initially started as apprentices in a poultry shop in Via Teodosio 3, waking up at 4 a.m. and working hard for 'the boss'. Later, they opened their own 'Polleria e Posteria' in Via degli Scipioni 5, equipped with a modern slaughterhouse that surpassed the hygiene standards of the time. In 1963, they moved their business to Corso Buenos Aires 2.
PIAZZA BUOZZI
In 1966, they took over an abandoned kiosk in Piazza Buozzi, formerly a fruit stall, renovated with a 10 million lire loan - a substantial amount at the time - that Mr. Muccioli, their former employer and mentor, had given them to start their own business. Back then, Piazza Buozzi was home to 10-12 butcheries and poultry shops, all of which closed over the following two decades.
ETHICAL CODE
The business continued to expand, and by the mid-80s the company had 6 employees. The introduction of red meat sales marked the first major change. Attention to social shifts and evolving consumer demands, along with the careful selection of raw materials to ensure consistently high-quality products, allowed Giannasi’s kiosk to stay active and successfully navigate the economic challenges that often impacted the sector.
THE NOMINEE
Dorando Giannasi was awarded the title of 'Cavaliere del Lavoro', an honour given by the Italian President to those who make a significant contribution to the nation's economy, and improve living and working conditions in the country, through ethical and social commitment. During those years, the kiosk saw the introduction of its first rotisserie, marking a gradual shift from selling exclusively raw goods to cooked products: a transition fondly called 'The Parabola of the Chicken.'
AMBROGINO D’ORO
In 2007, they began fundraising for AIRC, which financed 10 scholarships for young researchers. In 2010, the City of Milan awarded Dorando the 'Ambrogino d'Oro'. The rotisserie occupied most of the counter, complemented by a diverse selection of cold dishes and vegetables, catering to a broad spectrum of customers. In those years, an intense communication strategy helped consolidate the company's popularity throughout the city. On the 50th anniversary, Giannasi launched its own merchandise collection.
ITALIAN EXCELLENCE
The COVID-19 era necessitated swift adjustments, with a pivot to enhancing delivery services and entering the social media universe. This approach didn't just sustain the business but actually deepened the bond with the 'people of Giannasi', fortified by important collaborations with brands like Carhartt, Ceres and LoveMi, and the creation of the “Sagra del cibo milanese”. In 2023, Forbes recognised Giannasi as one of the '100 Italian Excellences'. When a historic plane tree in front of the kiosk was removed for safety reasons, Dorando's heartfelt farewell letter went viral.
Giannasi 1967 is always looking for serious, dynamic people interested in learning and working.
