Skip to main content

Fast food will take on a new meaning in Ferrari’s upcoming restaurant

Ferrari plans to capitalize on its name, its logo, and its image to increase its profits during the 2020s. The storied Italian brand announced a series of ventures that will take it outside of the automotive industry, including a new restaurant.

The yet-unnamed restaurant will open in Maranello, Italy, the firm’s home town. Ferrari peddles horsepower, not Italian cuisine, so it is joining forces with chef Massimo Bottura to leap into the food business. The 57-year old Bottura owns and runs a restaurant called Osteria Francescana that’s located a stone’s throw from Ferrari’s headquarters, and he earned a coveted three-star rating from Michelin, so he’s a good fit. You didn’t think Chef Boyardee would put together the menu, did you?

Speaking of, Ferrari hasn’t revealed what it will serve in its restaurant yet. It will hopefully be car-themed, with memorabilia-lined red walls, tables made using old V12 blocks, Recaro bucket seats, and motorsport-inspired dishes. We’re looking forward to waiting a year and a half for the opportunity to sit behind a plate of GTC4Lasagna.

Ferrari will also expand its presence in the world of fashion through a newly-minted partnership with Giorgio Armani. The firm already offers a growing line of Prancing Horse-branded clothes and various accessories, but the tie-up will spawn more upmarket products. “The carefully-chosen array of apparel products and accessories will embody the style, creativity, and quality that we stand for as a brand,” pledged CEO Louis Camilleri during a call with analysts.

Diversification is a way for Ferrari, which gained its independence from Fiat in 2016, to increase its profits. Camilleri expects sales from non-automotive projects like pasta and pants will represent about 10 percent of the company’s profits in the next seven to 10 years. “It is our intention to increase the size of the cake, and our share of the cake,” he summed up. That’s a metaphor, but it might take on a more literal meaning if Ferrari’s restaurant puts an F8 Tiramisu on its dessert menu.

Ferrari has stepped out of the automotive industry before. In addition to selling a variety of merchandise, it opened a theme park in Abu Dhabi called Ferrari World in 2010. The site suitably features the world’s fastest roller coaster, the Formula Rossa, in addition to attractions like go-kart races, a tour of a miniature Italy, and a flight simulator.

Editors' Recommendations

Ronan Glon
Ronan Glon is an American automotive and tech journalist based in southern France. As a long-time contributor to Digital…
Upcoming Intel 12th-gen Alder Lake chips could take the efficiency fight to AMD
An Intel Alder Lake Core i5-12600K CPU and its packaging.

Intel just launched its 12th-gen Alder Lake platform, but there are still several CPUs missing from the lineup. We only have six chips available right now, but we expect Intel to release a steady stream of additional chips over the next year. And a new rumor suggests they could go toe-to-toe with AMD in terms of efficiency.

The rumor comes from @momomo_us, who has made quite a name for themselves with various Intel and AMD leaks. On Twitter, the leaker shared spec tables for upcoming Core i9, Core i7, and Core i5 models, and they seem to hit AMD where it hurts most. Before getting into the specifics, keep in mind that this is just a rumor, so you should view it with skepticism.

Read more
You’ll have to pay extra for the new MacBook Pro’s fast charging feature
New 2021 Macbook Pro brings back magsafe charging.

Apple finally introduced its redesigned MacBook Pro line that brought many features that professionals and prosumers alike will definitely enjoy. One of those features is ability to get at least 50% charge after only 30 minutes of fast charging. However, the catch is that the ability to fast charge comes at an additional cost.

The base model 14-inch MacBook Pro ships with the 67W USB-C adapter. The problem is that it isn't enough to actually fast charge the base model. To take advantage of Apple's impressive fast charging, buyers must pay an extra $20 for the 96W USB-C power adapter. While $20 doesn't seem like much (especially if you're paying $2,000 or more for a laptop), it's disappointing that one of the marquee features of the new MacBook Pro is still an extra charge.

Read more
T-Mobile takes big 5G coverage and speed wins in new report
T-Mobile smartphone.

T-Mobile is taking a victory lap today, after a new report by the independent analytics company Opensignal found T-Mobile won out in several key 5G categories against its competitors AT&T and Verizon.

T-Mobile came in first in a comparative writeup that measured the three leading cellular companies' 5G availability, reach, download speed, and upload speed in the United States. Verizon beat T-Mobile out on the 5G video, voice app, and games experiences; AT&T was shut out entirely and went home with a nice shiny "I tried" gold star.

Read more