Cartabianca – Massimo Morandi e Riccardo Cappelli

You put the colors

Massimo and Riccardo created the premises Cartabianca. Not just a saying but a real corporate philosophy that places the customer always at the center. He is the one who has sheet, palette e fantasy.

A colorful story written from a blank sheet of paper. Or rather, from a blank sheet of paper. Riccardo, a chef, Massimo, a real estate agent.“Riccardo and I met through my work.,”explains Massimo“I sold him the house where he lives now in Campi Bisenzio.”A fortunate and dazzling encounter that reawakened dreams, ideas, and projects.“My idea was to diversify the investments that came from real estate while he wanted to try a new adventure..”

And so today the two successfully manage six venues in Tuscany: Calenzano, Novoli in front of the courthouse, via Panciatichi in Firenze Nova, Prato in via Valentini, Osmannoro, and the intimate restaurant in San Mauro a Signa inside the Misericordia.

Riccardo was a chef from the 90s to the early 2000s.‘In 2001, I focused on pastry making, managing two locations in Florence's historic center. This experience deepened my understanding of the business world. But I never lost my desire to put on an apron. I met Massimo when I was unemployed, and I immediately realized it would be a great opportunity..”

How did the name Cartabianca come about?“In our opinion,”Riccardo continues“Idioms work very well; they immediately stick in the mind. Furthermore, we wanted a name that suggested a content. The client is at the center, and white represents the perfect backdrop for any color they choose. They have carte blanche in their requests. Hence the naming of the premises, which then translated into a completely recognizable style..”

“At this point, we needed a partner, a professional who could design a suitable concept, who could translate our dreams into reality, creating not only extremely functional spaces but also spaces that would convey a profound sense of well-being to our future clients. We looked around, screening the most important national companies in the sector, as well as design studios. After several discussions and visits, our choice settled on Aba Arredamenti, a historic company with countless high-quality references in our area. Our choice was driven primarily by the innovative and captivating project, followed by a concept personally curated by Massimo Giaccherini, with whom we established a wonderful rapport for a comprehensive collaboration. We were also won over by Aba's extremely high-quality production, with customization of all the furnishings, including the refrigerated units, crucial elements for optimizing work and employee productivity in all our locations. This production is absolutely unique among the other companies we visited..”

Massimo explains that seven years ago, since the first restaurant opened, a formula has been developed that, from the raw materials to the staff, strives to adhere to a very specific concept of catering. Sfogliatelle, cakes, mignon pastries, shortcrust pastry, sandwiches, salads, and pasta dishes. All the products, handcrafted, are given the same importance and care at Cartabianca. The cuisine respects tradition and food culture, combining them with a contemporary twist. The day begins with breakfast, an essential moment for getting the right energy. It then continues with lunch, which can be quick or more formal, and ends with the unmissable aperitif ritual, the perfect way to indulge in a relaxing and joyful break. Winning formulas with tangible results.“We received a certificate from the Italian Republic for best pastry shop with an innovative format. Massimo Giaccherini of Aba made a crucial contribution to this.”.

“"Cartabianca? We think idioms work very well; they make an immediate impression."”

“We started looking around in 2005,”Riccardo reconstructs“when we started the project. I wandered around many Florentine venues, and whenever I asked who had furnished the spaces I had modeled, Aba's name always came up. So, at the first store in Calenzano, in the demanding fashion and design department, we enlisted their help for the first time. It wasn't an easy challenge, but they managed to greatly enhance our startup..”

“The request was for a place that could amaze,” Massimo explains without beating around the bush. “It was a venue inside a university design center. Massimo Giaccherini immediately understood our expectations. A phrase that made us smile was uttered one morning by a professor, who commented that a splendid spaceship had landed inside the university. And even today, despite seven years having passed, the venue still retains its modern and contemporary lines..”

The choice of white, linearity, and elegant display cases to highlight the food.“We literally framed the food,” says Riccardo“We don't have a signature product. But we pride ourselves on having them all! We love the simplicity of ancient flavors that we adapt to changing circumstances. Our challenge is to give customers carte blanche, understand their tastes and needs, and strive to satisfy them. With passion and respect..”