Case Study: Genos – The Pursuit of Authentic Italian Pasta

Not every venture leads to success, but every journey is worth taking.

Back in 2019, my friend Fabrizio and I were exploring London’s vibrant food scene, sampling different cuisines, when we realised something was still missing—fast, high-quality Italian pasta. There was already a major player in the market, but we knew we could do better. After all, we were Italian.

Borough Market Knows us very well!

Growing up, hospitality was in my blood. My family owned a restaurant in Italy, and from a young age, I split my time between school and working in the kitchen, learning the craft firsthand. With my background in food and our combined expertise in digital marketing, we believed we had everything needed to bring authentic, takeaway pasta to busy Londoners. All we needed was an investment and a plan.

The Birth of Genos

With an initial investment of £30K, we started shaping our vision. We crafted business plans, scouted locations, and spent countless hours on market research (which mostly involved eating at competitors—best research ever!). One thing became clear: we needed proof of concept before fully committing. The solution? A pop-up.

Tasting Competitor's Pasta

After months of searching, we found the perfect setup—a café that closed at night. We struck a deal to transform it into Genos, our pasta pop-up, serving two plates of fresh Italian pasta for just £10. Simple, delicious, and accessible.

Genos taking over the coffee shop

An Overwhelming Response

From day one, the response was incredible. We sold out every night. Word spread fast, and soon, we caught the attention of an angel investor who was ready to inject £150K into launching Genos as a full-scale business. The dream was within reach.

Getting ready for the service

Serving Customers

Friends support!

The Unexpected Turn

Then, the world changed.

Before we could finalise the investment, COVID-19 hit. With the industry in turmoil and uncertainty looming, we faced a tough decision—push forward into the unknown or put the project on hold. We chose the latter.

The Future of Genos

Though the pandemic paused our journey, Genos is far from over. The passion, the idea, and the demand are still there—waiting for the right time to make a comeback.

Because one thing is certain: London still needs truly authentic Italian pasta. And when the time is right, Genos will be back.