L'Artigiano Gelato: Where Italian Heritage Meets Global Innovation

Introduction

There is gelato, and then there is L'Artigiano Gelato.

Born in the heart of Umbria, Italy and now spreading its joyful spirit across the globe, L'Artigiano Gelato has emerged as one of the most distinctive and authentic gelato brands on the international stage. With a heritage rooted in Assisi and a visionary approach to modern franchising, the brand is now poised for expansion into the Middle East, in partnership with Gulf Franchise Group.

This is the story of how one family's secret recipe evolved from a modest cart in 1927 into a global lifestyle concept with over 130 franchise agreements signed, and a presence from New York to Latin America. And at the centre of this story, a vintage Italian car continues to turn heads in cities around the world.

A Heritage That Begins in Assisi

In the tranquil hills of Assisi, a young man named Antonio embarked on a mission to create gelato unlike any other. His secret was a family recipe, carefully passed from generation to generation, combining fresh local milk, natural ingredients and traditional Italian craftsmanship.

Armed with only a cart and an uncompromising commitment to quality, Antonio began serving his artisanal gelato to locals and tourists alike. Over the years, that simple cart gave way to a permanent shop, and his name — Mastr'Antonio — became known throughout the region.

Today, this recipe remains the foundation of every product served under the L'Artigiano Gelato name. The gelato is still made in Italy, using milk from local dairies and fruit pulps sourced from trusted suppliers. There are no artificial flavourings or colourings. Just pure, creamy indulgence crafted the Italian way.

The Fiat 500 Gelateria: A Brand on Wheels

The brand's most recognisable symbol is not just a logo or a storefront, but a car.

The Fiat 500 Gelateria, a real vintage Cinquecento, has been transformed into a fully functional mobile gelato cart. This striking concept brings Italian flavour and flair to the streets, acting as a mobile stage for gelato service. The partnership with Fiat, facilitated through global licensing group IMG, has given the brand visual identity and operational agility.

It is a format that attracts instant attention, turning every location into a destination. From The Shops at Columbus Circle to street corners in Manhattan, the 500 Gelateria draws queues, camera phones, and repeat customers. Its appearance in a Netflix series has only amplified its appeal, and more vehicles are rolling out across the United States and beyond.

As Marcello Moscarello, International Franchise Development Director, puts it:

"Imagine the world’s most iconic Italian car, the Fiat 500, reimagined as the stage for Italy’s most loved indulgence, authentic gelato. That’s The 500 Gelateria. A lifestyle, an experience, a brand made to turn heads. We are ready to expand into the Middle East and beyond, and we’re seeking visionary franchisees to share this extraordinary journey."

Global Expansion: A Proven Model

L'Artigiano’s first international expansion was into the United States, where it quickly opened 20 outlets across New York and reached over 400 retail points including D’Agostino, Kings Food Markets and Gristedes.

In just the past year, the brand has signed agreements for 130 international outlets across Canada, Panama, Colombia, Costa Rica, El Salvador, Guatemala, Honduras, Dominican Republic and Trinidad & Tobago.

This growth has been driven by a combination of product quality, brand storytelling, and operational simplicity. Each gelato is manufactured in Italy, deep-frozen, and shipped to outlets worldwide. This centralised production ensures consistency and preserves the handcrafted quality that defines the L'Artigiano experience.

The result is a model that is:

• Easy to operate
• Visually distinctive
• Flexible for fixed or mobile formats
• Highly scalable

Product Range and Innovation

From Sicilian Pistachio to Mango, Chocotella, Lemon, and the newly launched Caramel Affogato, L'Artigiano offers a wide variety of flavours, including vegan options.

Every flavour is developed in Italy, with a commitment to natural ingredients and balanced taste profiles. This allows franchisees to offer a premium product that appeals to health-conscious consumers without compromising on indulgence.

Customers can choose their favourite flavour in a cup or cone, and enjoy a classic Italian dessert served in an unforgettable way.

The Middle East Opportunity

L'Artigiano is now ready to expand into GCC and MENA markets, including Saudi Arabia, UAE, Qatar, Kuwait, Oman, Bahrain, Egypt, Lebanon, Turkey and Morocco.

With Gulf Franchise Group as its development partner, the brand is actively seeking qualified operators in these markets. Ideal partners are experienced in food and beverage, with the capacity to manage multiple outlets or country-level operations.

The brand offers:

• A proven franchise model
• High visual and social media appeal
• Flexible formats for malls, tourist hubs, walk-up windows and events
• Full training and support from GFG and L'Artigiano HQ
• Ongoing marketing and product development

Why L'Artigiano Works in the Gulf

Several factors make L'Artigiano particularly suited to Gulf markets:

1. Climate – Gelato is a year-round product in warm climates, making it a high-demand dessert category.
2. Lifestyle fit – The brand’s aesthetic, product quality and Italian roots align with regional tastes and values.
3. Event culture – The mobile format is ideal for festivals, shopping centres, family entertainment and beachfront destinations.
4. Premium positioning – The clean-label ingredient story and Made in Italy branding appeal to an audience that seeks authenticity and quality.

A Brand Built to Last

From its historical roots to its Netflix moment, L'Artigiano Gelato has never lost sight of what makes it special — tradition, quality and joy.

Each franchise is more than a business. It is an invitation to bring Italian charm, craft and flavour to a new generation of customers. Whether in a luxury mall in Dubai, a beachside kiosk in Jeddah, or a street event in Doha, L'Artigiano fits naturally into the region’s food and lifestyle landscape.

The road ahead is paved with opportunity. For those ready to join, L'Artigiano Gelato offers not only a product but a platform for success.

Conclusion

L'Artigiano Gelato is a brand with a story, a soul and a strategy. With its heritage in Italy and its eyes on the world, it offers a rare chance to franchise something both deeply authentic and globally scalable.