Con mollica o senza da Donato. A meat snack shop that has made a splash all over the world!
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The story of Donato De Caprio, the most famous gourmet TikToker in Italy, with his motto "with or without crumbs?", who has 3 million followers on TikTok and opened his own deli in Pignasecca, Naples.
Donato De Caprio is a Neapolitan delicacy made famous on TikTok: "With or without crumbs?" This is a very simple question about gourmets "specialized" in madder, that is, snacks, sandwiches (preferably bread) during lunch. In his hands, this phrase has become a brand that can change his life. From a butcher, Donato De Caprio became an entrepreneur and a brand in the street food sector. Who is Donato De Caprio, the star butcher of TikTok? De Caprio, a butcher and dairy seller at the “Ai Monti Lattari” shop in the Pignasecca market, filmed himself every day with his smartphone while working and posted on TikTok two simple actions, namely the choice of bread and filling, and the subsequent composition of the sandwiches, which became a trend. And on the Chinese platform, he grew exponentially, quickly becoming an influencer in the food sector, one of the most important in Naples. He was lucky to start using this social network at a time when it was very strongly penetrated among Italian digital users, at a stage when such tools also quickly make characters grow, turning them into real “smartphone stars”. A “normal” story, if not for the twists and turns: the first, the termination of the employment contract with the grocery store and, as a result, a temporary period of unemployment; the second, the loss of a powerful TikTok account with millions of followers due to actions that did not comply with policy. DeCaprio is asked to refrain from social activities at the Pignasecca deli. Donato decides to quit his job and is literally unemployed. He spends the summer twiddling his thumbs and basically making sandwiches at home just for the pleasure of TikTokers. The first haters appear: people who ridicule him, basically saying that he made the wrong choice, leaving his job for what, a social network page? The result? DeCaprio has lost everything. After a while, he meets Stephen Basalari. He is a thirty-year-old guy from Northern Italy, known to most as the owner of one of the most famous nightclubs in Lombardy, he is number one in Brescia. Basalari, also an influential person, owns many other businesses in the leisure sector. Something rarely seen in Naples happens: a young entrepreneur meets his Neapolitan colleague and invests labor, and the other - capital. De Caprio and Basalari take over a wine shop in Via Pignasecca, less than 100 meters from the delicatessen where the TikToker worked a few months ago, and decide to turn it into a social space, in the same area where it all began. So, right in Via Pignasecca, a street a few meters from which are located the famous street food establishments, namely the Pescheria Azzurra, the Friggitoria Fiorenzano, the Pizzeria Da Attilio and the Tripperia Le Zendraglie. Donato enters with his sandwiches. And then comes the fundamental news of the recovery of the TikTok account with millions of followers, which thus becomes a showcase of commercial activity, where, in addition to the owner, four people now work between the counter and the cash register. On February 20, 2023, Donato publishes a video of the opening of the new delicatessen, located just a few meters from his former place of work. And they succeeded. Queues of tourists and curious people tried the "experience" of a sandwich prepared by a TikToker butler, who has meanwhile reached and exceeded 3 million subscribers and become very popular in Naples.
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