THE FCSI INTERVIEW
“You must believe in your projects. If you don’t believe in them, don’t work on them. That’s the best lesson that I learned from my 24 years in consultancy: you must believe in the process and believe in the operation”
of a brand “going great” in Brazil because it has shown the flexibility to adapt to its new location. It listened to the local market and understood it needed to alter its offering. “It’s not Mexican food. It’s almost Mexican. Tey adapted,” he says. Amatti’s ability to really understand the nuance of different regional markets in Brazil so that clients can flex their model and strategy for a local consumer-base, is a real strength. But for him, it’s just “doing the homework.” Humility is crucial in this
game, he says. “Be humble, first of all. I’m a foodservice consultant, but sometimes I feel like a sort of taxi driver. I take pride in serving my customers every day. Tat is the engine that drives me – and the passenger travels first class, of course, because it’s our client. Te destination is the goal to them being successful. And the road us taxi drivers – or consultants – must pick has to be the clear and
honest one for them. We must always find the best, cheapest way to get to that destiny.” Ultimately, says Amatti, this
role is all about integrity. “You must believe in your projects. If you don’t believe in them, don’t work on them. Tat’s the best lesson that I learned from my 24 years in consultancy: you must believe in the process and believe in the operation.” Away from all the business
Amatti enjoys reading, watching sci-fi movies, listening to music, spending time with his wife, supporting his beloved soccer team Palmeiras (“I am so excited about our young talented players!” he enthuses) and watching his 14-year-old son Jorge play basketball, also for Palmeiras. “He’s 1.92m tall – a giant! He was vice champion of this state last year,” beams Amatti. “We’re so proud of him.” Amatti’s natural enthusiasm
and zest for life and learning remains undimmed, whatever the subject.
BIGGER AND BETTER TOGETHER: MARCO AMATTI ON THE ROLE OF FCSI AND INDUSTRY SHOWS
Above: the “family establishment” run by Amatti’s grandparents in São Paulo, Brazil, in 1962.
Right: Amatti
representing Brazil at the International Restaurant Summit
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Amatti was a Latin American trustee for FCSI The Americas between 2016-2019. “It was amazing to see inside the Society, to understand how it works and to learn why we are bigger together than alone. I was this guy from Brazil, born into a poor Italian neighborhood. I went to this American society, whose members work everywhere in the world, but I saw that they believed in the same things as me. I’ve made so many friendships, and learned a lot. FCSI is a second professional home, where I feel very comfortable. Those colleagues understand me, and I understand them.” Amatti has represented FCSI, the profession and his consultancy at countless international shows over the years, becoming an ambassador for the Fispal Food Service and Food & Hospitality LATAM shows recently. He feels it helps him give back to an industry that has given him so much over the years. “These are both great shows and growing bigger and better all the time. It is my pleasure to help them to grow,” he says.
WORLDWIDE
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