International brand rollout guru Marcel Khan talks about his latest project; bringing Miscusi, the cult Italian ‘purpose-meets-pasta’ brand to London and probably beyond.
Is the Italian market saturated? Khan thinks not and is out to prove his thesis that a truly great plate of pasta is actually pretty hard to come by in the current UK restaurant landscape. The brand’s declared mission “Respecting the Power of Food”, combined with its impressive sustainability credentials (a B Corp company) and a healthy eating ethos make it a very modern, purpose-driven brand – but one that still wins on flavour, fun and affordability as much as its ethics.