In this episode of BRANDR, Roy and Richard sit down with one of Melbourne’s most iconic hospitality figures, chef and restaurateur Guy Grossi. Across more than 40 years in the industry, Guy has shaped the cultural identity of Italian dining in Melbourne, stewarded the legendary Florentino and built a brand recognised globally.
This conversation explores the art of brand custodianship, how to modernise a legacy without losing its soul and the business of hospitality at scale. Discover Guy’s next chapter as he shifts from restaurant operator to IP driven consultant.
If you are building a brand, buying a business, or want to understand how world class hospitality experiences are engineered, this episode is required listening.
YOUR DOSE OF BRAND TRUTH
- The evolution of Florentino from 1928 to today
- How to modernise a historic brand without alienating its loyal base
- The Grossi family philosophy and the depth of Italian cultural storytelling
- Building a dining experience that becomes synonymous with a city
- Customer experience systems and serving at a consistently high level
- The entrepreneurial role of restaurateurs in shaping Melbourne’s identity
- The shift from operator to IP and consultancy
- Family legacy, succession and redefining success after 40 years in kitchens
THE SCRIPT
- Welcome to BRANDR – 0:00 to 1:00
- The Founder’s Story – 1:00 to 5:00
- The First Big Pivot – 5:00 to 8:00
- Building a Brand That Matters – 8:00 to 12:00
- The Challenge – 12:00 to 16:00
- How We Solved It – 16:00 to 20:00
- Lessons Learned – 20:00 to 24:00
- The Vision Ahead – 24:00 to 28:00
- Final Thoughts – 28:00 to 30:00
Key Takeaways1. Great brands are custodianship, not ownership
Guy explains how he approached Florentino with respect for its history, its regulars and the legacy of the Massoni family, bringing customers along for the journey rather than shocking them with change.
2. Brand depth is more powerful than brand width
The Grossi brand thrives because it is narrow, clear and uncompromisingly Italian. Every detail runs through a cultural filter that ensures consistency across venues.
3. Hospitality is storytelling
From the murals in the Mural Room to the greeting at the door, Guy describes how every touch point is a storytelling device that forms part of the Italian Melbourne identity.
4. Systems underpin good service
There is nothing accidental about great restaurants. Guy outlines how good systems create the illusion of effortless hospitality.
5. Melbourne shapes the brand and the brand shapes Melbourne
Guy and his peers have played a major role in positioning Melbourne as one of the world’s great dining cities, through entrepreneurial risk and cultural contribution.
6. Reinvention can mean stepping behind the scenes
With Florentino now passed on, Guy explains his next evolution of focusing on IP, consultation, training and brand building for others.
Guest Bio | Guy Grossi
Guy Grossi is one of Australia’s most respected chefs and restaurateurs. Known for Grossi Florentino, Ombra and other landmark venues, Guy’s work blends Italian heritage with the spirit of Melbourne. He is an author, television personality and cultural ambassador whose global influence spans food, design, heritage and hospitality leadership.
Quotes from the Episode
- "The art form in a brand is to tell a story in an instant."
- "You are only as good as your last service."
- "We are not selling food and beverages. We are selling an Italian cultural experience."
- "You must bring people along when you modernise a legacy."
- "Our story is not just an Italian story. It is very much an Italian Melbourne story."
HOSTS | Roy Tavenor and Richard Henderson
GUEST | Guy Grossi https://www.grossi.com.au/
SPONSORS | Red Design Group redgp.com and R-Co r-co.com.au
PRODUCED BY | Session in Progress sessioninprogress.com.au
#Brand #BrandStrategy #BrandStorytelling #Grossi #Hospitality #Leadership #thisIsBRANDR #BRANDRPodcast #BRANDR
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