The Caprotti family and Esselunga: the first customers, 1957

The opening of the first supermarket was a remarkable success both in terms of public interest and in terms of prices, which were generally well below the average level by a good 15 to 20% depending on the products. Which all went generally well, except for self-service meat, which was initially a flop. It was only after many months of effort that the supermarket managed to persuade the Italian housewife to adapt to the do-it-yourself approach in this field as well.