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FASHION

Gucci vs Gucci: Fashion house orders restaurant to change its name

One's a global fashion house; the other's a family-run bistro in northern Tuscany. But apparently Italy isn't big enough for the two Gucci's.

Gucci vs Gucci: Fashion house orders restaurant to change its name
The front of a Gucci boutique. Photo: Eric Piermont/AFP

The luxury fashion brand reportedly threatened legal action after a Tuscan family of four (Fabio, Barbara, Laura and Martina Gucci) opened the Gucci Bistro.

The Gucci's opened their restaurant in 2016 in Prato, a town about 25km north-west of Florence, where the Gucci fashion house has its roots. Things were going smoothly – until the family received a letter ordering them to change their 'misleading' name.

“At first we thought they hadn't understood, and we replied that we were a family, and that the name of the restaurant was also our surname,” Martina Gucci told The Local. “Also, we're in Prato, not Milan or Rome for example – it's not a particularly well-known area.”

“But they said they weren't interested in our motivations and were concerned about misunderstandings the name could cause,” said Gucci. 

“We were really annoyed, because the name wasn't a random choice! At first, we wanted to take things further, but because of the time, money and stress [of a lawsuit], we begrudgingly decided to give up. They had the manner of someone who is certain of getting what they want.”


The Gucci family, plus family friends Leonardo and Francesca, at their restaurant. Photo: Martina Gucci

Italys' three tiers of justice and lengthy appeals process meant that it could have taken up to 20 years to resolve the Gucci v Gucci case.

So the restaurant acquiesced, changing its name to 'GI' and splitting the cost of new business cards and outdoor signage with the fashion house.

“These expenses were big for a family that has just opened up a restaurant, while for the other Gucci, it barely made a difference,” Martina Gucci pointed out. “But hopefully the damage is resolved now – we have told our clients about the new name, and at least now we are getting publicity!”

After a Facebook post explaining the reason for the bistro's new identity, messages of solidarity quickly rolled in.

“The injustice sends me into a rage! I swear that neither me nor my family with ever buy a Gucci product again!” wrote Sara Ferraloro. “I live in Bolzano, but I'll keep hold of your address and if I go to your area, I'll certainly have lunch there.”

“Go ahead with the lawsuit – don't be afraid to use your own surname,” another supporter said.

In addition to selling luxury and leather goods, the Gucci fashion house runs three cafes of its own in Florence, Milan, and Tokyo, and in 2015 opened a restaurant in Shanghai.

However, reviewers on travel rating site TripAdvisor ranked the Prato bistro above the two cafes, giving the former 4.5 stars out of five, while the Gucci-run eateries were rated four stars apiece.

With reporting by Caterina Zita

READ ALSO: Gucci is funding a makeover for one of Florence's most famous gardensOne of Italy's most famous gardens is getting a Gucci-funded revamp
Photo: Ed Webster/Flickr

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FOOD AND DRINK

Do Italians really eat pasta every day?

Pasta is the foundation of Italian cuisine and Italians have a reputation for eating it nearly every day. But is this reality or myth?

Do Italians really eat pasta every day?

Pasta is the cornerstone of Italian cuisine and an essential staple of Italians’ diet, hence the popularity of the adage Toglietemi tutto ma non la pasta! (‘Take everything away from me except pasta’).

But there is a widespread belief among foreign nationals that people in the bel paese eat it every single day of the week. 

Is this reality or myth?

According to a survey from research platform YouGov Italia, ‘only’ 17 percent of Italians eat pasta every day or at least six days a week. 

The majority of Italians (37 percent) consume pasta two to three times a week, while 30 percent say they eat it four to five times a week. 

Finally, 8 percent eat pasta just once a week.

While the survey seems to disprove the claim that Italians generally eat pasta every day (only a minority does), does that mean that they are not as big pasta eaters as we may have originally thought?

Not really. 

Italians are still the leading pasta consumers in the world as the average person in the country eats some 23.1 kilograms of it every year (that’s nearly two kilograms a month).

READ ALSO: Ask an Italian: How do you sauce pasta properly?

For context, people in neighbouring France and Germany only consume 8.3 and 7.9 kg per capita a year, whereas the average American eats about 9 kg every year.

Further, yearly per capita consumption in the UK stands at an average of just 3.5 kg, according to a report from pasta maker Barilla.

So, while they may not have it every day, Italians do eat quite a lot of pasta over the course of a year. 

But how do they never get tired of it? 

One of the main reasons behind Italians’ unbreakable bond with the high-carb food is variety. 

Italians are extremely creative when it comes to pasta and they rarely eat the same dish twice in a row as they like to experiment with a wide range of recipes and sauces.

READ ALSO: Ten golden rules for cooking pasta like an Italian

Further, there are over 350 types of pasta in Italy, which means that you could potentially eat a different pasta shape almost every day of the year.

Another reason why most Italians have pasta multiple times a week is that they tend to eat it in moderation, steering well clear of potential carb overloads. 

While they may have a large, high-calorie pasta dish (for instance, lasagne or pasta al ragù) on weekends or on special occasions, people in the country generally go for lighter recipes and sauces on normal days, with portions generally going from 80 to 120 grams per person.

Also, Italians very rarely eat pasta twice a day, with the majority of people having it for lunch and then opting for a non-carb-based dish in the evening.

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