On February 14, 2023, seafood-loving sandwich fans flooded the streets of Turin as the much-anticipated sandwich shop, "Con Mollica o Senza," made its grand entrance. Donato De Caprio, already renowned as the "salumiere" star of social media with over 4 million followers, celebrated the opening with his associate, Steven Basalari, equally popular as an entrepreneur and influencer, boasting over 1.5 million followers.
Located on Via Rattazzi, the shop's ribbon-cutting ceremony was nothing short of spectacular. From early morning, excited crowds began forming, stretching over 100 meters as they waited for the chance to savor De Caprio’s famous sandwiches. "Torino è bellissima," he exclaimed to welcome the crowd, echoing sentiments from his numerous followers who had flocked to the event.
The surprise turnout was met with heartfelt joy. "Non ci aspettavamo di avere così tante persone, quanta bella gente che c’è a Torino," De Caprio noted, expressing his astonishment at the enthusiastic reception from the local community. Onlookers buzzed with excitement, eager to catch glimpses of their beloved influencers, questioning each other about who had arrived. "C’è Steven?" "Quando arriva Donato?" became popular banter as the clock approached noon.
The charm of the new establishment lies not just in its products but also its branding. At the heart of its appeal is the quirky slogan, "Con mollica o senza?," which has graced numerous shop signs across Italy, transforming from mere TikTok catchphrase to a cultural staple. This slogan drives the brand’s vibrant identity, inviting customers to engage with the playful choice of bread styles—whether or not they prefer toasted bread crumbs on their sandwiches. Prices start from 2 to 13 euros, offering gourmet options for sandwich lovers.
The phenomenon of De Caprio’s popularity cannot be understated; starting off as a regular employee at a butcher shop, he seized social media as his platform. Over the past four years, he has successfully carved out a niche within the competitive street food sector, with this Turin opening marked as his fourth location after previous successes in Naples, Rome, and Milan.
His previous ventures have generated remarkable revenues, particularly from the Milan location, which racked up 3.7 million euros last year alone. Following closely behind, Naples reported 3.5 million, and Rome managed about 1.1 million, with substantial earnings also coming from delivery services like Glovo.”
Today, as the crowd mingled and selfies were taken, De Caprio and Basalari couldn't have predicted just how popular their newest venture would become. Young patrons, families, and even older fans filled the shop, happily participating by sharing their experiences across social media platforms. This vibrant spirit is elevated by upbeat music—Tony Effe’s popular Sanremo song played during the opening, enhancing the celebratory atmosphere.
With every snap taken and every sandwich consumed, the excitement pulsed within the shop, showcasing how powerful social media can be. After all, this event didn’t just mark the opening of another food establishment; it represented the immense potential the digital age has unlocked for culinary entrepreneurs like De Caprio.
While some moments may be captured fleetingly, events such as these resonate deeply. The success of "Con Mollica o Senza" does more than sell sandwiches; it reconnects local culture with global trends, bringing food lovers together under the banner of creativity, community, and, most deliciously, great sandwiches. Local residents and fans of De Caprio’s social media presence are already enthusiastically waiting for the next experience this exciting venture might offer.