Iginio Massari Alta Pasticceria, Areas MyChef and F Retail: new openings at Linate and Termini

The partnership between Iginio Massari Alta Pasticceria, Areas MyChef and F Retail is now taking shape with a plan for new openings at Italy’s main transport hubs, the first atMilan Linate Airport, in the departures area, and the second at Rome Termini Station, on the ground floor.

A strategic collaboration

Two strategic locations mark the operational launch of a project established in 2025 with the aim of bringingthe excellence of high-end Italian pastry to busy locations, while preserving the distinctive identity, quality and experience that characterise the brand.
The new openings represent a significant step in the shared journey of the three companies, bringing together complementary expertise: the product heritage and excellence of Iginio Massari Alta Pasticceria; the experience of Areas MyChef in developing and managing food service operations in major transport hubs; and the know-how of F Retail in designing and adapting food formats to different retail contexts.

The urban channel

Alongside its development in the main transport hubs, the project includes strengthening Iginio Massari Alta Pasticceria in the urban channel. This includes Milan Piazza Diaz, a strategic location in the heart of the city, whose management forms part of the broader collaboration model between the brand and MyChef.

This operation will gradually be followed by the involvement of additional outlets, according to a plan aimed at consolidating and making the brand’s presence in high-potential urban settings increasingly scalable. Travel and urban retail thus become two complementary directions of the same strategy: reaching consumers during their journeys while also strengthening relationships with the public in the centres of the main cities.

The comments

"Since 2025 we have embarked on a new phase of growth, starting from a very clear reflection on what lies at the heart of our company: the product and our ability to make it to standards of excellence," says Nicola Massari, CEO of Iginio Massari. "This is where the decision came from to focus our energies increasingly on what we do best and to work alongside a partner with specialised expertise in developing and managing the network. In Areas MyChef we found an organisation capable of managing important brands and complex products with great effectiveness, while at the same time interpreting and safeguarding our identity. Travel retail, which we identified and analysed with F Retail between 2024 and 2025 as an interesting target segment both qualitatively and quantitatively, was the first area in which this model was developed. The quality of the work carried out by the three partners led us, within a few months, to extend the scope of the project to the urban channel as well. It is a model in which each partner contributes their own excellence and know-how, and which will provide a solid foundation for the brand’s future growth".

"With Iginio Massari Alta Pasticceria, we are building a project that goes beyond a single outlet," comments Mario Esposito, founder of F Retail. "Our work is to translate the identity of an extraordinarily strong brand into formats capable of operating in different contexts, while fully respecting its positioning. Linate and Rome Termini demonstrate the project’s ability to enter the major travel flows. The objective is to create a solid and replicable model, capable of supporting the brand’s growth in Italy and, prospectively, in international markets".

For Areas MyChef, the new openings represent a further development of its strategy to enhance and diversify its offering in travel locations through highly recognisable brands and formats capable of providing distinctive experiences. "With the Massari family, we are bringing one of the most recognisable expressions of Italian excellence to our hubs," emphasises Sergio Castelli, CEO of Areas MyChef. "This is consistent with our desire to offer the best to an increasingly discerning and demanding traveller, who also seeks a distinctive experience in transport locations. With Iginio Massari Alta Pasticceria, we are enriching our offering with a brand capable of expressing these values at the highest level, while fully preserving its identity and quality".

This article was translated from the original Italian version with the assistance of artificial intelligence. In case of discrepancies, please refer to the original Italian version.