He is certainly one of the most volcanic figures in the out-of-home contracting industry in Italy: Franco Costa, President and CEO of Costa Group, never just talks about style, formats and concepts: his is a real philosophy of how to propose quality food. In this interview, he talks to us full court about the challenges facing the industry, particularly the responsibility to preserve, grow and export, in contemporary ways, the great Italian tradition.

“We like to call ourselves ‘furniture anarchists’,” Costa begins, “as we don't follow market trends, but pursue ‘our own’ ideas with conviction.” This approach is rooted in more than 45 years of experience in the world of contract furniture for out-of-home and food retail, where Costa Group has always been a pioneer.

Such a creative freedom is reflected in Costa’s view of the concept of “format,” a term that has a very different connotation in his vocabulary: “In our opinion, the ‘format’ should not be a ‘format,’ but a project built entirely around the product, capable of enhancing its qualities, organoleptic texture, and even its aesthetic characteristics.”

In an age when social media has changed the way people experience eating out, Costa stresses the importance of an environment that is not only functional, but also visually appealing. “Customers want not only ‘Instagrammable’ dishes, but also ‘Instagrammable’ locations.” However, Costa warns that there are also signs of a return to more authentic experiences. “We are beginning to notice an ebb of niches of customers who shy away from 'too social' environments.”

Bringing the “pandas” of Italian excellence to the world

One issue that is particularly close to Franco Costa’s heart is the importance of small Italian mom-and-pop stores, which he defines as “pandas to be protected”: historic spaces of socialization and tradition that are, in fact, under threat. And it is up to the industry, according to Costa, to preserve this legacy and take it to a larger scale: “Larger companies will have to take responsibility for carrying on this tradition of Italian excellence, taking it from the small to the large scale with its own formats.”

Similarly, for Costa, innovation is certainly important, but it has value only if it is functional: “Innovation only makes sense if it serves to enhance the product,” he comments. It is a principle that is intertwined with his vision of the future, which cannot ignore training: “We need ‘young masters’ to carry on this tradition of excellence. As Costa Group, we have carried out many projects abroad for important Italian brands, and we have seen how great the international demand for Made in Italy quality is, especially in crucial markets such as the United States.”

“‘Formats’ can only arise from building the project around the excellence of the product and the craftsmanship of the people, but seen in this sense, they can bring the excellence of the Italian bottega to an industrial and international scale,” Costa reiterates. From here, new concepts can be created that not only protect, but grow and spread the made-in-Italy tradition around the world. “From this will naturally derive ‘style’, design, materials and the search for experience, ‘Instagrammable’ or not.”

Costa Group will be present at Host 2025, at Fiera Milano – Rho from 17 to 21October, bringing with it its unique vision of design and furniture for the out-of-home.