Urban retailing the Italian way: musings from Milan

Picture this: around 12:30pm on a weekday, you head into a grocery store in central Milan and find it absolutely heaving. The office dwellers of the city have descended in droves to pick up their lunch (locally known as “schiscetta”) from retailers who, over the years, have perfected their offering to suit increasing demand for fresh, hot and cold, globally relevant food to go. Alongside classic Italian staples, you now find international options from a variety of global cuisines.

Over the last six months, the convenience channel has seen somewhat of a renaissance; three key grocery players in the Italian market have introduced new retail store formats, striving to perfect the shopper experience.

Crai GO! – Quick, Fresh, Good

You’ll have to get on the underground to visit this one as it’s not central, but it is worth a visit. Crai’s choice of location has been smart – this corner of the city is currently undergoing significant transformation. Historically a marginal area of the outskirts, investment in the Lambrate neighbourhood will see it gain several new skyscrapers (and has seen it earn the fun nickname “Lambrooklyn”).

The brand-new 220 sqm store focuses on the food-for-now mission, with a hot and cold food offering. Fresh fruit and vegetables are cut in store, and the serviced food counter offers a broad selection of sandwiches and pastries.

Shoppers on a food mission will enjoy the wide assortment of products on offer across both food and drink. A coffee machine and microwave can also be found in store, supporting immediate consumption.

Emphasis has been placed on health, with a meal deal for water, salad, and fruit. CRAI is also harnessing private label trends and highlighting its premium offering via ESL surrounds. It is tapping into the growing demand for sports products.

Another CraiGO! store has now opened in Turin, with further stores in major cities are planned throughout 2026.

Esselunga’s LaESSE with in-store dining

Nothing says quick and convenient shopper experience quite like an autonomous store. Powered by Sensei’s technology, Esselunga’s LaESSE store in Via Parini sits not far from the central station in a mixed neighbourhood of offices and residences.

The 5,000-strong SKU count is beautifully complemented by the Bar Atlantic in-store dining offering. On top of coffee and pastries, shoppers can enjoy the offering of hot and cold dishes spanning local favourite and international novelties. Special menus tap into seasonal events, such as carnival and the Winter Olympics (of which Esselunga is a key partner).

 A large dining area can be found on the lower ground floor for shoppers with a little more time on their hands.

For those completing a weekly or top-up mission, the autonomous technology allows shoppers to enter the store barrier-free and confirm their purchases at several terminals before the exit.

Lidl new urban store format

Lidl’s plan to have 50 locations in Milan was initially regarded as ambitious, given the scarcity of locations across the city. However, the discounter loves to surprise; as of March 2026, there are over 25 stores in the metropolis, and the number will continue to climb.

In November 2025 it opened an urban store in Via Solari, with sales space of 1,000 sqm and no car park, targeting the local predominantly residential area. While the offering isn’t tailored to a food mission and includes the traditional SKU count for the discounter, the new format and location signal the shift from a “one-size-fits-all” approach to an adaptation to the latest demands of the shopper experience.

Refrigerated drinks can be found next to the self-checkouts, both offering additional convenience to shoppers and tapping into impulse purchases.

Lidl is also staying on top of private label trends by segmenting its premium and seasonal offering with unmissable signage at shelf edge across categories. The Deluxe shelf-ready packaging stands out from the rest of the shelf and offers brand blocking.

Retail is evolving rapidly, and Italy’s key players are showing how to create a convenient shopper experience that meets evolving needs while staying on trend.

Want to know more? Browse our extended range of retail insight:

Explore the Italian grocery retail market on our dedicated market hub

Discover how private label trends are driving growth across key categories

Explore IGD’s convenience retail trends in the UK