Word: supermercato
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...drive for bigger and better markets is moving even faster in Italy, which got its first look at U.S.-style retailing three years ago when Grand Union set up a Supermercato at an international food congress in Rome. Virtually every major Italian city has at least one supermarket-and plans for more. Two supermarkets are operating in Turin, two more in Bologna, another two in Naples. Rome alone has seven supermarkets. Last week Italy's big La Rinascente department-store chain jumped into the field, bought Rome's big Supermercato S.p.A. for a reported $750,000, and expects...
Today Milan and Rome between them boast eight supermarkets. Biggest operators: the Italian-owned Supermercato S.p.A., and the fast-growing Supermarkets Italiani (majority owner: Nelson Rockefeller's International Basic Economy Co.). Up to 10,000 customers a day in the two cities revel in the choice of up to 1,800 separate items ranging from insecticide to canned swallow's nests, from canned Malayan pineapples to frozen pizzas and spaghetti in plastic bags. Increasingly, middle-class housewives leave their maids at home (thus ending the maids' expected rake-off on the week's shopping money), personally...
Last week, as he contemplated licensing still another supermercato over the protests of the Reds and the merchants, Milan's Mayor Virgilio Ferrari said: "It doesn't matter to me that those whom people call supercapitalists are running this business. What matters is that people pay less." (Supermarket prices average about 10% below those in the shops.) From a Milan housewife came even more heartfelt praise. Said she: "I enjoy a trip to the supermarket more than seeing Yul Brynner in the movies...
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