Diversifying to stay alive: A Sicilian food truck story in Milan
Milan received a hard knock earlier on this year with a very long and strict lockdown that affected all lives and businesses. Tiziana and Basilio Santoro had been running an authentic and popular Sicilian food truck ('BEDDA') in Milan for the past 5 years, specializing in the island's particular brand of tasty and unforgettable street food, when COVID-19 struck and momentarily shut down all operations. Ironically, they had just branched out into an elaborate new location that was to serve as their headquarters and fixed selling hub. Basilio, a true siciliano, ex-radio producer, DJ and professional raconteur, describes how putting the sharing of human experience at the center of their service and diversifying their offer has ultimately saved the BEDDA business from potential ruin.