Pietro Mincuzzi: Food, Technology and Girls
11:18 am in by jessica
It is never easy starting your own business, especially in a foreign country. Pietro has been in China for the past 10 years, and now, after numerous business ventures has decided to mix business with one of his biggest passions, food. Who doesn’t love food? Based in Dongshankou, Pietro has recently opened his own Italian bakery and judging by the queues outside, it is doing pretty well! So, we caught up with Pietro to find out more and to try one of his delicious creations…
How long have you been in China?
Well, in a continuous line, since 2000. I moved to Guangzhou in 2001 but I was in Guangzhou for a project in late 2000. 2001 was my registration time with the Italian government for people who were residing in China.
What brought you to China?
Well, it’s erm, Excel spreadsheet and because I was keeping records for the sales of my company, a company in Italy making I.T. Most of our projects were outside Italy and even outside of Europe because the industry was moving out. So, I’d have a lot of projects with the steel industry a lot of projects with chemicals and other things and none of these were in Europe anymore. So, I was trying to figure out where the best place to start an operation would be. I eventually found that China was the best selling place for our project so I moved to China. I chose Guangzhou because I had already visited and I thought, it’s a comfortable place, ugly city, but that doesn’t matter, every place is ugly depending on you so…
Did you always do business?
Yeah, well I had my company in Italy and with that company I started doing operations around the world and eventually moved to China. When I moved to China I actually closed down my company in Italy, actually my partner closed down the company, there was a kind of messy situation. I then went on to start something in Hong Kong, then I was about to start a company in China in 2004 but before I did I received an offer from the big American company UGS and they took my business and gave me a really good salary. I did this for a few years but then in 2007 Siemens bought the company and the division I was part of was tiny and the products were not fitting for Siemens so they let us go.
Ahh, so what made you go from this type of business to food?
Well, I have 3 passions and talents. Technology is one, as a kid you couldn’t stop me making things and putting things together, the other is food. As a child I was always in competition with my mother, when I was 10 I was telling my mother ‘you know, this should have more oil/less oil’ and one day she said ‘you know what, tomorrow you cook’ and so I tried, and yes I had to learn from her. I learned the concept, how to imagine the taste of something and then make it. Italy is a good place to learn about food and cooking because we have more than 20,000 recipes and my mother was even a food technology teacher.
So you learnt all your secrets from your mother?
Yeah
How did you come to turn this passion in to a business?
Well, I used to have friends over for dinner 2-3 times a week and they’d tell me ‘you should make a business out of this’ once I had figured out how to do this I told them ‘you know what, tonight you have to pay 100 each’ and they paid again and again, so I had the customers, I had the business started. It was a private kitchen that started at home in my apartment and then in mid 2010 I opened a more formal private kitchen with a Chinese friend. My aim was to make genuine Italian food, high quality with a lot of personal touches but my partner was in trade and had different ideas about it so unfortunately my aim was not met.
So, when did you open this shop?
This year, on August 18 and we prepared everything in one month. We were thinking about opening a bakery because in Dongshankou there are to types of shop that make a perfect business, the hardware stores and the bakeries. I have nothing to sell that is Italian for hardware so I said let’s make a bakery.
And how is it going?
From the second month we started to get profit and on the 3rd month we shared some profit with our workers, we shared 20% as a bonus, then in the fourth month we payed them 300 rmb as a 20% share and we have 9 people, so you can make the calculation, we make money, it’s not too much but we are on the right track.
Is it difficult to start a business in China?
Erm, no it is very easy but it takes 10 years to be capable of doing it. After you stay in China for some time, you see your situation and you learn what happens. In China, there is a concept that works very well ‘things are yours as long as you keep an eye on them’ if you are careless it is nobody else’s fault, it is your fault. If you don’t know how to make money, you are gonna lose all of it. There are people who come to China, and on the first day they do the right thing, they have experience in something very specific and they find the right place in China to develop that business and they do it. Chinese people recognize this, if you have a strong point in your business, then fine, you can do whatever, well you cannot sell drugs, make porno etc (laughter) but eventually you can be successful.
Because Italian food is very different to Chinese food how do you find that people respond to it?
I think the way I cook things works well because in Italy we have a strong food tradition, we have very strong ideas about food, there are things that you can put together and things that you should not and this is exactly the same for Chinese. Cantonese people are very strict about this and we Italians are the same, we have more than 20,000 recipes and they have something like 50,000 so it is easy to find something that they like. So, it is just a matter of choosing.
So you haven’t had to change any of the recipes to adapt to Chinese taste?
I don’t really change anything. I do what I know how to do, things that I can always get the ingredients for, things that I can control the quality of. I also let them try things, some they like, some they don’t like, what they don’t like you don’t do and what they like you do.
What is your most popular product?
Really, we have many products that sell well. Pizza of course is always doing well, sandwiches are also getting there and we have just started making cakes and people like it.
Have you had orders for parties or anything?
Yes, they have been pushing quite a lot so I have seen there is a market for this. There is also KTV just above here so sometimes in the evening people ask for cake, they are in a hurry and you can sell them whatever. We have nice stuff.
Do you get many foreigners here or are your customers mainly Chinese?
I would say luckily we have mostly local Chinese customers. You know, if you run a bakery only people who live by will go. And we managed to get the local people in the neighborhood in to our shop, and they are all Cantonese or mostly Cantonese. There are a few foreigners.
Do foreigners order different things to the Cantonese?
Mostly the same, and it’s funny because sometimes some old Cantonese Aiyi who cannot speak Chinese they only speak Cantonese, they come in 3 or 4 times and say ‘argh bad, bad, bad, bad’ they buy something, and they find it’s good, and they have taste, they really choose things that I would never expect.
What are your plans for the future of the business?
Well, running this business is like flying a kite; we have to see how the wind blows. We will take it step by step, eventually opening a new outlet.
How long have you been speaking Chinese?
The first time I came to China was in 1995 and this was the first time I was exposed to the language. I don’t really like to study, I’m not good at studying, I’m bad at studying languages but I’m good at learning languages. I listen, listen and then repeat.
Wow, it’s pretty impressive that you can pick a language up simply by listening. Was it a similar process when you learned English?
Well, no I went to school for 3 months in the evening. I did this because at the time I was working in a company that was all men and I wanted to meet some girl, so eventually I learned some English (laughter). But in any case 3 months is not enough and another point to mention is that the language school was called multi-method but the truth is they had no method. The teachers were people who had just arrived in Milan, no clue about anything, but they could speak English. So it was a case of, ‘you’re a teacher, here is the class’. So in three months I had a teacher from Kent, a teacher from London who was only speaking cockney, a teacher from Dublin with a very strong accent,2 teachers from Australia and a couple from America.
Well, you’ve experienced the strongest accents so you must be able to understand all kinds of strange accents?
Yes (laughter)
So, how many languages can you speak?
8
8!? That’s impressive. Do you have a secret?
Don’t try to have a method. The best student for learning languages is between 0 and 3, so you try to get to that level ‘the unlearned’ or even ignorant and stupid and then when you are blank you have possibilities to learn languages.
What do Italians do to celebrate New Year?
Well every place does different things. There are places where they drop laundry machines and fridges out of the window, there are places where they drop the dishes….
In Italy they do this?
Yeah, (laughter) there are a lot of casualties, especially in the South, people get mad and drunk.
Do you have any resolutions? Learn another language?
(Laughter) I never really made them actually. I guess when I was young I did, once it was I will fuck this year and then when I started fucking it was I will make money (laughter)
Want to see more and experience more, please visit: http://www.beingfunchina.com/magazine/the-getgo-vol-15/

































