July 25, 2018
DARIO LOISONS FIVE SUCCESSFUL STRATEGIES
The 5 business strategies that Loison effectively puts in place year after year yield tangible, long-lasting results that go to strengthen and reaffirm the company. Here they are:
Yearly redesign of the collections
A new product every year
Expansion to international markets
Web & Social media
De-seasonalization and interpretation of the Panettone
OVER 50% NEW COLLECTIONS EVERY YEAR
Thanks to the innovative ideas brought by Dario Loison’s wife Sonia Pilla, the theme for Loison products changes every year. Sonia’s fine sensitivity makes dreams come true with every Panettone package she creates.
One of the company’s smartest innovations consisted in creating Panettone packaging whose design was not necessarily tied to the holiday season, but rather provided functional features that made it reusable.
Loison’s design efforts make it so that every year 50% of its collections sports a new look, all reflecting that year’s theme. This is possible thanks to Loison’s dedicated business unit “Sonia Design”, where ongoing study and research have translated into increasing reputation and helped establish the company’s unique identity.
A NEW PRODUCT EVERY YEAR
Not only new packaging, but also new products. Through continuing analysis, studies and research, Dario Loison is able to create and amaze his customers with endless innovation in taste. The examples from the latest years speak for themselves.
In 2018, Loison is launching its NeroSale Panettone. The recipe for the caramel used for the filling is 100% made in-house, with no added semi-finished products. The caramel is paired with dark chocolate produced from single-origin cocoas.
2016 brought us the second Panettone variety featuring a flower as an ingredient. With a view to continuing innovation, Dario Loison delivered a brilliant idea in the form of the Rose Panettone. This unique confection is made with a skillfully balanced blend of Damask Rose and Ligurian Rose Syrup, the latter a Slow Food Presidium.
The brightest idea for 2015 was the introduction of the first Panettone featuring a flower as an ingredient. That year’s collection featured the Chamomile Panettone. This product was the result of mixing fun and passion, whilst calibrating and perfecting the ingredients, to yield a delicate Panettone with sweet and reassuring scents.
EXPANSION TO FOREIGN MARKETS
Loison’s ongoing efforts to de-seasonalize Panettone have resulted in the exponential increase in the company’s export: about 50% of the 9M euro turnover comes from foreign markets.
In 2017, the demand for Loison Panettone came from over 55 countries: in addition to the company’s consolidated markets comprising Australia, France, Canada and Brazil, new unexpected nations, including Ghana, Zambia and Montenegro, were won over by Loison’s taste.
Loison’s strength also lies in the number of flavors that the confectioners offer every year. An array of over 100 different types of products is made available for the holiday season, as well as year-round.
WEB & SOCIAL MEDIA
Among the strategies that Dario Loison has undertaken, the one encompassing transparent information and a strong penetration of the market through the use of the Internet were among the most forward-thinking. Direct and frank exchanges with all stakeholders, the process of disintermediation and clear communication, both on line and on paper, are values that have always represented the effective and efficient business style embraced by Loison.
From 1996 - the year when Loison’s first and simple website was launched - to 2016, Loison has developed 5 portals, each dedicated to a different set of customers.
- Loison.com is the corporate website
- Press.Loison.comis the information hub for communication professionals
- Insolitopanettone is where Loison’s chef friends share their creative interpretations of Panettone as an extraordinary ingredient in savory and sweet recipes alike
- Shop.Loison.com is Loison’s online store
- Museum.Loison.com is dedicated to Loison’s Museum where visitors are taken on a multisensory journey to discover the flavors and the age-old tradition of pastry-making.
Such a deep "penetration" of the web has been so effective that even Eric Schmidt, Chairman of the Board of Directors at Google, mentioned it in an article dealing with the web-based revolution. Published by Italian newspaper "La Repubblica", the article is found in their Business & Finance dossier dated October 24, 2016.
Today, Loison is broadly present in 8 social media platforms and is followed by users on
- Google Plus
DE-SEASONALIZATION AND INTERPRETATION OF THE PANETTONE
Panettone is a traditional Italian sweet bread that is strongly tied to the winter season. At Loison, there has always been a commitment to free the Panettone from its bonds to the holidays and to make it available as a year-round confection. This idea took shape in the early 2000s, when Dario Loison began intensely collaborating with numerous chefs to create an extraordinary background where Panettone could be used in any kind of dish, whether sweet or savory.
All of this was then structured in 2010 into the “Insolito Panettone” project, an online platform complete with a trademark in 2004. Here, chefs come together and contribute to the concept of freeing the Panettone from its usual clichés and see it as a versatile ingredient in any dish. Since then, more than 20 chefs, including 9 Michelin-starred ones, have interpreted Panettone in their recipes for Insolito Panettone:
- Stefano Agostini- Restaurant 19.94, Padua
- Danilo Angè – Chef, instructor and consultant
- Mattia Barbieri - Restaurant Enoteca Centrale, Mestrino, Padua
- Alberto Basso – Restaurant 3Quarti, Grancona, Vicenza
- Enrico Bartolini – MUDEC✽✽, Milan - Casual✽, Bergamo Alta - La Trattoria✽, Castiglione della Pescaia, Grosseto – Glam✽, Venice
- Davide Botta - Restaurant L'Artigliere, Isola della Scala, Verona
- Peter Brunel - Restaurant Borgo S. Jacopo✽, Florence
- Lorenzo Cogo - Restaurant El Coq✽, Vicenza
- Alessandro Dal Degan - Restaurant La Tana Gourmet✽, Asiago, Vicenza
- Andrea Fenoglio - Restaurant Sissi✽, Merano, Bolzano/Bozen
- Franco Favaretto - Restaurant Baccalà Divino, Mestre, Venice
- Enzo Gianello - Ristorante L'Altro Penacio, Altavilla Vicentina, Vicenza
- Herbert Hintner - Restaurant Zur Rose✽, San Michele Appiano, Bolzano/Bozen
- Franco Madama - Magnolia Restaurant✽ - Grand Hotel Via Veneto, Rome
- Marco Perez Restaurant Amistà 33 - Byblos Art Hotel, Corrubbio di Negarine, Verona
- Renato Rizzardi - Chef & owner of restaurant La Locanda di Piero, Montecchio Prec., Vicenza
- Andrea Rossetti – Chef at Enoteca Centrale, Mestrino, Padua
- Martino Scarpa - Restaurant Ai Do Campanili, Cavallino Treporti, Venice
- Piergiorgio Siviero - Chef & owner of restaurant Lazzaro 1915✽, Pontelongo, Padua
- Maria Grazia Soncini – Chef & owner of restaurant La Capanna di Eraclio✽, Codigoro, Ferrara
- Daniele Zennaro – Chef at restaurant Canova - Baglioni Hotel Luna, Venice
All these activities inspired Dario Loison to come up with Panettone-based products that would support chefs in their creative recipes. Over the years, Loison introduced Panettone by the Slice, Panettone in the form of Powder, Panettone Macarons and Panettone Lollipops.
Anna Bottazzo +39 0444 557082, ext. 420
Giulia Marruccelli +39 347 0452739
Dario Loison +39 348 4106615
www.loison.com - press.loison.com