Operator profile: Badiani

Hailing from the heart of Florence, Italy, the international gelato chain Badiani boasts an alluring combination of history and flavour. Chief executive officer Massimo Franchi give us the full scoop on its past, present and future...

The Badiani story began in Florence, Italy, back in 1932, when Idilio Badiani opened his first gelato shop, combining quality and innovation with a true Italian treat. Following an exceptional amount of success and having built an incredible reputation, 1993 saw the business being passed onto one Orazio Pomposi and his two sons.

Orazio, Paolo and Patrizio Pomposi began a new era for Badiani across Florence. Paolo garnered a name for himself as “the gelato creative genius” and established new flavours fpr the brand. Under his management, the business soared to new heights and solidified its reputation.

In 2011, present day chief executive officer Massimo Franchi bought Badiani, as he recalls: “I dreamed of having my own company and launched my first bar chain in Italy in 2009. I have a degree in economics and I started my career as a certified accountant. Now I am here with Badiani.”

Following the gelato shop’s success in Italy, Massimo planned to expand the name internationally. Two years later, Badiani made a highly awaited debut in London and attracted a whole new audience. Londoners and tourists alike, eager to sample the authentic taste of Italian gelato, finally got their chance.

Led by Massimo, the company continues to expand through the UK, Spain and, of course, Italy. “Since its inception, Badiani has remained committed to its traditional techniques and the use of high-quality ingredients,” he says. “The brand continues to prioritise excellence and authority, ensuring that each scoop of Badiani gelato captures the essence of Italian craftsmanship.”

Now, situated across London in Mayfair, Covent Garden and Notting Hill Gate, Badiani continues to bring a taste of Italy to a whole host of new customers.

“Gelato is an emotion,” Paolo Pomposi once said. “What emotion is it if it’s not good?”

From providing nostalgia to the older generation or the perfect sweet treat for a date night, Badiani’s customers can never be fully boxed and labelled as a typical demographic. “Our offerings have a universal appeal that transcends age,” Massimo explains. “Gelato brings joy to all.”

The business takes pride in creating an atmosphere and experience that is not easily forgotten. Combining a stand-out menu with the authenticity that has made the brand thrive over the decades, Badiani’s success lies in commitment and tradition. But what goes into its menu to ensure it remains successful? “We place a strong emphasis on quality in every aspect of operations,” explains Massimo. “This ranges from sourcing the finest ingredients to ensuring rigorous quality control measures.”

However, traditional values can be maintained alongside innovation, and the business’s reputation only proves this. A key point for the company is to go beyond any restriction for customers, making it a ‘limitless experience’. This not only expands its reach but also keeps the business’s traditional beliefs alive: that gelato is likened to an emotion, and anyone capable of emotions should enjoy gelato.

With such a rich history, Badiani’s success isn’t showing signs of slowing down any time soon. But what is it that keeps its clientele interested, especially when that customer base is so vast? “I think it’s important to follow the seasonality,” advises Franchi. “Using seasonal products can ensure you offer the best quality, as well as letting you renew your products every three months.”

Following trends is hugely important for any business and Badiani often combines the sweet snack with other products. A popular combo is gelato and wine, a perfect drink-and-dessert experience filled with rich, deep flavours. It also produces cocktail combinations.

Despite all this success, plans to make the company bigger and better are already underway, as expansion continues to rolls out across London and other parts of the UK. “We carefully research each location prior to opening and choose our future spots based on footfall, as well as unique personalities that add to their appeal,” says Massimo. “We have our sights set on opening 15 new shops around the UK by the end of 2024 and look forward to spreading the joy of Badiani far and wide.”

Currently, the ambitious plan includes introducing the gelato store to vibrant areas that match the brand’s values, such as Balham, Westfield in White City and Windsor. “With the historical charm of Windsor and the immersive streets of Balham, we found that Badiani would be quite at home there,” says Massimo. Further sites have also been opened in Lakeside and Brighton.

Each of the 15 new stores planned will reflect the company’s core values of quality, craftsmanship and authenticity. Badiani has, of course, been serving all this up since 1932 – and plans to continue to do to as it grows globally.

As Paolo Pomposi once revealed: “My trick is to not use any trick, except choosing the best ingredients and combining my passion with a great deal of creativity.”

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