Everything started on their Facebook page, when a few months ago GM shared an unpublished PNA (Personal Narrative Article) that a customer had sent through with an anonymous letter. From that moment, GM became a proper cultural hub, fostering creative conversations not only on social networks, but also face-to-face. In fact, in the Gelateria designed in a rather modern style, there is a reading room with free Wi-Fi. Here, customers can enjoy the delicious gelato, cakes, biscuits or brioches while reading newspapers, magazines and books at everyone's disposal.
As Mr. Gianluca Colaiocco, owner of Gelaterie Milanesi, explains, "It may be because of this reading room that we started receiving so many stories and personal narratives. Our spaces foster a climate of ideas sharing and for some GM has become a usual meeting point. We went on board with this spontaneous trend and incentivized it. We aim at creating an online community for our customers", and they will be certainly successful.
They decided to launch a storytelling competition opened until the 5th of June. "Il Gelatiere Letterario" (literally "The literate Ice-cream Man") will award the best three stories with delicious prizes. The best writer will receive a cake and a 1kg ice-cream tray; the second four special "after-dinner delicacies" and the third one week of free croissant and coffee.