Bacio di Latte: A pinch of affetto

This work had as its object of study the Bacio di Latte brand, a chain of ice cream shops, inspired by the traditional art of Italian gelateria with more than 15 years of experience in the Brazilian market. From the analyses carried out between March 2024 and May 2025 in visits to 30 stores, interviews with consumers and brand managers, it was identified that there are opportunities for improvement such as: the lack of alignment between the brand's Italian premium proposal and the experience perceived by consumers in its physical stores: friction in the queues generated and lack of a truly Italian experience in the setting of the point of sale. In view of this scenario, the work proposes the development of an action plan aimed at the store environment, focusing on the customer experience in Bacio di Latte stores, aiming to present a strategy correlated to the needs and potential of the brand as providing a truly Italian experience to consumers.