THREE CENTURIES OF TASTE
1883
From Prague to the little metropolis
Peck is synonymous with Milan. It has been that way since 1883. That was the year in which Francesco Peck, a pork butcher from Prague, realized his plan to bring the central European tradition of smoked cold cuts to Italy. He chose to open his shop in Milan: then, as today, the most dynamic, international, forward-looking city in the country. There were new electric lights in the streets and trams crisscrossing the center of town. Milan was a big little city. Francesco Peck’s proposal was immediately received with enthusiasm by the Milanese bourgeoisie, already demanding high quality standards. He set up shop in via Orefici 2, one of the streets frequented by Milanese society of the time. His business soon became a point of reference for the aristocratic residences of the area. Ever since, Peck has maintained and increased its reputation, making its name synonymous with Milanese style: a guarantee of good taste and artisanal excellence.
1890-1920
Gastronomy fit for a King
The prestige solidified. So much so that Peck was awarded the status most coveted by commercial enterprises of the time: official supplier to the Crown. The year was 1890. Thanks to the Savoy seal of approval, the Milanese delicatessen became a mecca for both the aristocracy and the haute bourgeoisie of the entire country. Making a purchase at Peck was increasingly a sign of distinction. But the time had clearly come to make a quality leap. In the first years of the twentieth century, the enlightened entrepreneur Eliseo Magnaghi, a cultured man with vision, purchased the business and moved the main store around the corner, to via Spadari, where Peck is today. The product range was expanded to include fresh pasta and ready-to-eat hot dishes. The aim was to offer the best services to the most demanding clientele. It was 1912, and Peck has never strayed from that guiding principle.
ANNI '30
Dinner with the Vate
Peck’s style quickly became a must for people of taste. It attracted prominent personalities from cultural circles, politicians and financiers. Not just the ladies of the leading Milanese families, but an elite group of dedicated gourmets, curious gourmands who saw gastronomy in terms of culture, rather than merely nutrition. And so in the ‘30s, Peck became a salon for those with adventurous palates, a place where brilliant minds exchanged thoughts over unforgettable feasts. That was the origin of the Sbaffing Club, an ironic, highbrow congregation that met in via Spadari and included some of the most prominent names in the Milanese cultural scene, like the playwright Dario Niccodemi, the journalist Arnaldo Fraccaroli and the critic Renato Simoni. But the most renowned guest during those golden years was Gabriele D’Annunzio, not only the most celebrated poet of his time, but a man who took his food seriously: he is credited with inventing the term “tramezzino” (tea sandwiches, literally ‘in-betweenies’).
ANNI '50 '60
Miracles in Milan
War breaks out, and with it, the bombardments. Milan is hit hard, but not defeated. Anything but, in fact. True to its spirit, the city rebuilds with still more energy, more vigor. Peck perfectly reflects this profoundly Milanese attitude. In 1956 it sets off on a new course. The post-war economic boom is in full swing. Italy is changing. The Grazioli brothers, experienced businessmen and Peck’s new owners, have their fingers on the pulsebeat of the needs of Italy’s miracle workers. The lunch break is redefined: people eat their meals on a stool at a counter, gourmet panini replace the heavy lunch dishes of the past, service is fast and informal. But no compromises on quality. Peck’s storytelling changes, too: it invests more and more on magazine ads and what would now be called territorial marketing.
ANNI '70 '90
The high-end gastronomic boutique
In the ‘70s, everything changes once again: society, the international situation, politics, culture. It’s the dawning of a new era for Peck as well. The Stoppani family purchase the brand and take a further step in the direction of excellence. The store in via Spadari is expanded and upgraded. The spaces increase fourfold to make room for the other Peck shops, which had until then been scattered in the nearby streets. Rosticceria, Casa del Formaggio and Bottega del Maiale are gathered together in a single location: now the product range is complete, varied and presented in a more elegant setting. The extensive wine shop is inaugurated – still a feather in Peck’s cap today – along with a sophisticated tea room on the second floor. Peck is the most precious high-end gastronomic boutique in town, with a distinctly Milanese and Italian identity. An image so seductive that it attracts the Japanese Takashimaya Group: in 1986 a collaboration begins that is still active today. Peck style is now ready to conquer the markets of the Far East.
2000
Local passio, global reach
The new millennium touches Peck, too, rewarding the consistency of a brand that has been able to evolve without ever betraying its true nature. This helps Peck conquer Japanese consumers, thanks to 21 sale points, followed by Taiwan in 2004 and Singapore in 2007. But the mothership doesn’t stand still either, inaugurating the Peck Italian Bar in 2001. Then, in 2013, Peck’s journey marks another milestone: Pietro Marzotto, an expert connoisseur of the food and beverage sector and its global markets, acquires the business. Today, the Marzotto family is at the helm, steering the company on a new course while also adhering to the Peck philosophy, which has always seen respect for tradition as the best springboard for interpreting present trends. Thanks to Milan Expo 2015, where Peck was the official restaurant of the Italian pavilion, its mission was consolidated: showing the world the excellence of Made in Italy. From Milan. From via Spadari. From the deli counters. From its big, busy kitchens. From the expert hands of Peck’s cooks, who strive every day to create little bits of magic.