Emirates Man – ‘The Summer Escape Issue’ – Download Now

Giuseppe Cipriani discusses a modern approach to the family business.

What do your first 30 mins of the day look like, your morning routine?

Emails, strong shower, strong espresso. The order may vary.

You’ve just launched Cipriani Dolci in Dubai Mall, tell us more?

The response has been overwhelming, it is an oasis of classic style and service at the doors of Fashion Avenue. Perfect for a moment of conviviality with family, friends or colleagues at any time of the day. Simple tastes and a joyful atmosphere.

What was the largest challenge to date for driving the Cipriani brand and how did you overcome it?

You cannot build, maintain or grow a four-generation business without challenges. This past year tested us all with a big one. We are lucky to still be here and more determined than ever.



How do you generally approach challenges?

I am an optimistic person. I roll up my sleeves and focus on what needs to be done to overcome the bumps on the road.

How do you think last year affected the growth of the travel and restaurant industry and have you made changes in light of this?

The hospitality business has been terribly affected by the pandemic globally and the reopening has varied in timing. In the US, the government has been more helpful than in Italy for sure but our event business that is normally strong has suffered tremendously. On the other hand, realities like Dubai have managed the situation efficiently and have become attractive destinations and for many a pleasant rediscovery. We had to adapt, both the internal structure and operations but we are slowly seeing the light.

Did you have any mentors in the early days and how did this help navigate the right path?

My father has been my mentor growing up and to this day is the true embodiment of our values. He reminds us all of it constantly.

Which has been the best piece of advice you’ve had in business?

Never take anything for granted and keep working hard.

What has been your approach to scaling the business to date?

I think there is still strong potential for our brand to grow in the various aspects of hospitality and in different parts of the world, so we keep moving forward.

Cipriani Dubai

What do you believe is the value of social media in business growth relating to luxury and which platform do you feel will next drive the most success?

We entered the social media sphere quite late I have to say with some perplexity. For some products and a more specific demographic, it accelerates the spreading of information. It cannot substitute the depth and nuances of a real experience but can drive curiosity. As far as the platforms go, I will divert the question to my sons.

The service at Cipriani feels like family. Is this a conscious part of the DNA of the brand and how do you retain this at a global scale?

“To serve is first to love” has been our motto for 90 years and we do not compromise on it. We have a great team of people working at our locations around the world that understand the importance of all these details necessary to serve our customers in a natural and efficient way.

What advice would you give to restaurateurs or entrepreneurs in the current market?

I honestly do not feel entitled to give advice and I try to stay focused on my business.

Ernest Hemingway

When you travel – how do you maintain any kind of routine and what do you always need to travel with?

I try to travel as light as possible and leave clothes in different cities where I have venues and operations to look after. My phone is part of my daily attire.

This is The Summer Escape Issue – where do you love to escape to?

I have projects in many beautiful places that also happen to be dream escapes for many like Ibiza, Venice or Punta del Este, so I happily escape to my work.

Emirates Man – ‘The Summer Escape Issue’ – Download Now

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Images: Supplied