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33 views • March 15, 2018

Italian bank looks to keep its customers sweet by bringing pastries to its punters (EET)

Seamus Light
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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