In America, Italian artisanal gelato is simply called gelato, without translation from Italian, clearly distinguishing it from industrial ice cream, which is widely consumed there. This reflects a tendency to view gelato as a product of unmistakable quality and a unique style—Italian style, in fact.
On the one hand, this premise—which applies to the United States as well as many other countries—encourages entrepreneurs to cross borders in search of new opportunities or a fresh start. On the other hand, it’s essential to take this into careful account when drafting the business plan for the future gelato shop.
In Italy, we are used to seeing thousands of gelato shops and we consider artisanal gelato a wholesome habit, part of our daily lives and childhood snacks.
Abroad, however, artisanal gelato is more of a niche phenomenon: going out for a gelato is somewhat like going to a restaurant or a trendy place—it’s done to socialize, break away from the routine, and feel good. Therefore, the key elements for success are:
- choosing the right country and the best location
- developing an effective marketing strategy
As for the first point, the areas currently offering the most promising prospects include the Middle East, North Africa, Russia, Australia, the United States, South America, and nearby Spain. When it comes to choosing a location, tourist destinations, historic city centers, and nightlife spots should be prioritized—especially for gelato bars.
Regarding marketing, it plays a strategic role both in product development—which should appeal to local tastes with recipes tailored to the territory—and in communicating the offer. The message should focus on the emotional appeal of Italian identity and the exclusivity of Made in Italy, creativity, and personal well-being.