The year of 2005 saw a slight diplomatic issue with respect to former Italian Prime Minister, Silvio Berlusconi.
However, it didn’t fail to ripple through time and its effects positively influenced the growth of an indigenous pizza chain called Kotipizza.
Finnish cuisine has been associated with dark colored food, gamy tastes and unusual flavors.
Berlusconi’s comment about “enduring” Finnish cuisine, only continued with a dig at “smoked reindeer”, left Finns and their rich cuisine in a bad light.
“I’ve been to Finland and I had to endure the Finnish diet, so I am in a position to make a comparison.”
“Finns don’t even know what prosciutto is.”
The Finns, on the other hand, got to have the last laugh, all thanks to Kotipizza. Three years after those infamous words made their way to the ears of the Finns, a competition was won.
What kind, you ask? A pizza contest! In New York City! The winning dish paid homage to the famed Italian dish, and if you think that it stopped there, you’re wrong.
What it also paid homage to was the former Italian Prime Minister that took a dig at it(now he could just dig in).
Finnish smoked reindeer was in the spotlight, and the Italian dish showcased it in all its glory!
Called Pizza Berlusconi, it brought back memories and made sure to give credit to the force that inspired it.
The Italian embassy, however, wasn’t happy with the collateral that came with it.
Tommi Tervanen, CEO, recalls what had been asked of them, ‘You cannot advertise using our prime minister’s name,’ “We replied that he better come here himself and tell us, then we will.
” Berlusconi never made it back to Finland, though.
The stint had successfully put Kotipizza on the map, with 266 restaurants to their name. And we’re grateful that they didn’t stop there.
Instead of being content with their tripled stocks, Kotipizza set out on another journey, armed with their sense of mischief. The result? A new franchise―No Pizza. Contrasting? Think again.
No Pizza aims to get people in touch with rich Finnish ingredients and offers people a signature menu open for customization.
Tervanen, CEO, said, “The more people eat these pizzas, the more they will recognize the locally sourced, organic ingredients.”
The chain hopes to cater to millennials and is housed in visually appealing, stark spaces, inviting customers to try out a great dining experience.
No Pizza takes pride in its crust―no under cooked or tasteless pizza bases. The company has also teamed up with Fazer to create a great sourdough crust.
Shunning negativity has kept them at their A-game and they do not plan on backing down.
“We say no to a lot of bad things: no to additives, no to bad working conditions, no to bad animal welfare, no to plastic and no to arseholes.” Candid.
No Pizza has plans to decentralize and give the world a taste of their slice by taking their unique idea abroad.
CEO Tommi Tervanen hopes that this step encourages other Finland based companies to push towards international recognition.
With the motto, “Pizza, Love and Understanding” backing their work, we sure are expecting great things from them.
Imagesource: Flickr, GoodNewsFromFinland