BAHRIA UNIVERSITY ISLAMABAD CAMPUS

ENTREPRENEURSHIP

CHEF’S TABLE

DARIO CECCHINI’S SUCCESS STORY

MBA (3.5) 4-A

Presented By

USAMA QAYYUM (01-220182-033)

Presented to

Sir SALMAN ALI KHAN

MARCH 02, 2020
Dario’s motivation lead to success, How can entrepreneur motivate themselves beside
money the only motive?

While the Dario’s motivation was dependent on certain factors such as :-

 His courage to be anti-status quo ,carrying the mock funeral of Florentine steak
Expectation of keeping 250 years family tradition alive
 Supporting his father and mother financially when they were ill
 Advocating humane behavior in treating animals, not to waste the meat
 Inspiring the butchers in other countries especially Bahamas

Entrepreneur self-motivation?

 Creative Freedom: - People want to have creative freedom over their work so that they
could achieve better result for the organization they are working based on self-interest
and internal motivation. Typically going by the book while working as an employee
sometimes consumes more time in procedural hurdles to initiate the project and
meanwhile competitor gets the advantage out of it. Example :- Telenor’s Easy Load
 Developing Expertise :- Being an Entrepreneur it provides you an opportunity to gauge
holistic view of the organization ,you are no longer working in the
marketing/Finance/HR department of an organization rather you are the top overseeing
the activities of organization
 Social cause:- Being an Entrepreneur with greater chances of establishing financial
autonomy ,A person can work for social cause .Self-satisfaction achieved while helping
the under privileged class of a society is unmatched
 Creating Team:- Being an Entrepreneur ,one could make his own legacy ,thus instilling
the similar passion in the group of people which takes the vision to next level necessary
for timely acceptance of the project
 Networking and connecting :-Network and connections helps the individual to
establish industrial linkages which helps his newly established company to get loan from
any financial institution based on good will created .

Family inherited business usually collapse if the strength and motives are different, How
did Dario motivated to run this strong organization?

 It is 250 years of tradition which transformed from generation to generation .The longer
the years, stronger is the tradition, so the respect to butchery was deep inside.
 The commitment to the profession was such that he even participated in mock funeral
when the government bans cow slaughter.
 The belief of the Dario was “Animals are a part of family”
 At one stage in his life he clearly stated that he never wanted to be a butcher in his life
rather a veterinary doctor as someone who saves the lives of animals but even though at
 that time his motives were different ,he dedicated his strength towards advocating
respecting the animal by going “Nose to Tail” approach .
 Circumstances which stopped him from pursuing his university degree (Father’s illness )

From “saving an animal” to “killing the animal “How did it effect Dario’s strength to be
successful Entrepreneur?

 He transformed his vision into “Nose to tail eating” respecting the animal and not to
waste parts of it.He also started spending more time with animals, trying to develop an
inter personal relationship with them.

In our Society business owners are normally not much involved in operation of business
.Was Dario right to look after the business himself? Can he appoint a manager with same
enthusiasm?

 For Dario and those entrepreneurs who start from the grass route it is much easier to
develop their strategic skills rather than the one who adopts top to bottom approach
i.e( WWE,Govt)
 Dario’s strategy of micro managing things was working ok for him but even during that
there was a time in a business when things started getting worse and he had to take the
advice from Orlando who was the meat selector from his father’s time
 If Dario is going to appoint a manager or managers for the restaurant chains he is owning
he may well perform the things happening at the back end i.e everything included from
the farm to the shop but then his front face behind the counter could be compromised but
in anyways it is evident with more expansion in the business, he will be appointing
managers to manage the things at operational level.
 How many people Dario inspired is yet to be seen.
 Long lasting enthusiasm is intrinsic , The manager ideally has to be a local as someone
who has the first-hand knowledge and stakes in the system

Branding a Dario’s Restaurant Identify the uniqueness of its brand and restaurant setup ?

 One single table to serve thus instilling a sense of family/closeness

 There are just two seating’s, at 7 and 9 p.m. And as the rules put it so nicely, "All of the
above is to be had for 30 euros [about $39], and nearly 2 hours at our table, at the end of
which you will turn your chair to the next guests
 A place where you bring your own bottle? And there's no corkage fee? Unheard of in
Italy.
 Meat is cooked in front of the people sitting
 Waiters having sense of humor
 Eight minutes per side cooking of the meat
Does quality compromise with time, When Dario’s restaurant was going through tough
time?

 Quality was compromised due to problem with cutting the meat and its selection .it had
nothing to do with the time. Dario overcame this issue later on

Identify the SWOT of the restaurant?

Strength:-

 Experience ( Family run business )

 Control on the process ( Backward as well as forward integration from the cow farm to
being behind the counter)
 Ambience (Meat is cooked in front of customer)

Weakness:-

 Legacy?
 Expansion?

Opportunities:-

 Diversification (Opening new restaurants introducing vegetable mixed meat food too)
 Digital advertisement

Threats:-

 Meat related viruses/ Issues

 Veganism

How the personality of Dario empowered to create a unique place in the Italian industry?

Major aspects of his personality are:-

 Passionate
 Against the status quo ( Mad cow crisis)
 “Workplace spirituality”
 Micro Management

How Dario’s restaurant strategically outclassed its competitors?

 By introducing “Nose to tail cutting” ,focusing on respecting animal they made other
parts of cow as useful as beef
Entrepreneur has to have a vision, where did Dario started to have a standout moment by
changing goals?

 When his father was sick ,He had to leave university and take on his family business that
was the moment when he changed his goal from wanting to be a veterinary doctor to be a
butcher

Culture can be a USP ? How can you explain it from Dario’s point of view?

 Restaurant setting (Location +Closeness to nature)

 Strong family values
 White vest, knowing the roots well

Identity Dario three unique aspects which lead to the success of his first restaurant?

 Eight minutes per side cooking

 Ambience (Meat cooked in front , Waiters having humor ,Single table)
 The Getup of Dario himself (Closeness with the customers)

Orlando, What difference did he bring in Dario success?

 Orlando was the meat selector from Dario’s father time .He helped him in meat selection
when his business was running out. “Give best to animal “

How do you develop the strategy in case of Islamabad?

Demographic Study:-

 In which areas Beef Meat is relatively more popular?

 What is that age group/Family that goes out?
 What forms of beef are acceptable/Halal in Pakistan?
 Supplier of Beef in Islamabad

Marketing Tag-line

 Dario’s meat Islamabad’s treat

Strategic Plan

 2 year/4 year

Product types

 Florentine Steak
  Cosmino
 Solociccia

Things to look for

 Shinwari and other competitors

 How to incorporate Italian culture with Pakistani traditions?
 Local meat Unions/Perceptions