The history of the "giusto" Italian sandwich began in 1979, in the old Milan of paninari, metallari, and new romantics. Today, it accompanies lunch breaks away from home, snacks (substantial ones), aperitifs, and dinners, adapting to the times, tastes, and trends. This is a story of love, first between the two protagonists, Elena and Antonio, and then with a project that would be simplistic to call a business.
The Origins: A Milanese Revolution (1979)
In February 1979, in the heart of Milan, specifically at 125 Corso Garibaldi, Panino Giusto opened its doors for the first time. Far from the "junk food" trend imported from the United States, Enzo Iannetti created a new way of thinking about the panino. It was a departure from the era’s "fast sandwiches at Burghy," focusing instead on Italian tradition and ingredients. It was a new way of interpreting the panino, until then a "poor" element on the tables of Italians or in bars.The key was the careful research of raw materials linked to the Italian territory, respect for the seasonality of the products, and the mastery of those who possess the ability to best combine the ingredients to create a unique dish.
The idea was to present the product as a right way to feed, respecting people and the environment. Panino Giusto transforms the panino into a valuable product, which is affirmed by the high quality and refinement of the ingredients.
The 1980s saw the rise of the "paninari," a youth subculture known for their distinctive style. Brands like Quadronno, Crocetta, De Sanctis, and Panino Giusto defined this Milanese version of the classic sandwich, creating a trend that resonated throughout the city.
The Philosophy: Quality, Freshness, and Italian Know-How
Panino Giusto has always adhered to three fundamental rules: using extremely high-quality products, preparing the sandwich fresh to order, and leveraging Italian know-how to create a balance of flavors, colors, ingredients, and quantities. The balance between bread and filling is carefully considered, with approximately 70 grams of each. The bread, made from a sourdough starter and two organic flours, should enhance rather than overpower the filling.
Leggi anche: Il significato del panino
Civita sums it up: "We have always conceived the bread/filling ratio as balanced as possible: 70 grams per part. But the first must enhance the second: the excellent bread is the one that does not suffocate the raw material contained. The dough is a mother yeast leavened from two organic flours, with an average salt content of 20-30% lower than the average."
Key Panini: A Journey Through Flavors
Over the years, Panino Giusto has developed a menu of iconic panini, each with its unique story and flavor profile.
- Giusto (1979): The original, featuring Prague ham, mozzarella, tomato, anchovy, and delicate mustard. It has been a constant presence on the menu since day one.
- Savoy (1979): Another classic, combining Prague ham, mozzarella, tomato, arugula, and extra virgin olive oil.
- Tartufo (1988): A luxurious option with 26-month aged prosciutto from Langhirano, fresh buffalo formaggella, tomato, arugula, and Alba truffle oil. It remains one of the most popular choices.
- Tra i Due (2014): Created by chef Claudio Sadler, this panino features round bread made with burnt wheat flour, bresaola from Valtellina, stracciatella from Puglia, taggiasche olive cream, and zucchini flowers. The name, "Between the Two," is a futurist take on what can be contained within two slices of bread.
- Pantelleria (2017): A more recent addition, designed for aperitivo, with bread made from organic flours and sourdough starter, weighing 100 grams.
A New Era: Expansion and Sustainability (2010-Present)
In 2010, Panino Giusto's ownership transitioned to Antonio Civita and his wife, Elena Riva, Milanese by adoption. This marked a new chapter for the company, with a focus on expansion and sustainability. The brand evolved from product-centric and self-referential to a customer-oriented company, offering a 360° experience that takes into account service and the environment.
Civita and Riva prioritized training and development, selecting employees who shared their goals. They established "La Fabbrica dei Sogni" (The Dream Factory), a training program for talented individuals. The program offers differentiated paths based on aspirations, including opportunities to join the task force that opens locations abroad.
In July 2024, entrepreneur Giovanni Gross joined the company as a 10% shareholder, investing in the group's expansion. This investment is already showing results, with the opening of the thirty-second location in Porta Nuova, Milan, in early 2025, and a smart point of sale inside the Central Station.
Leggi anche: Ingredienti del Panino Mazzella
Civita envisions a significant expansion in the coming years, aiming to roughly double the company's current size by opening 10 to 15 locations per year, and to increase its international presence by 50% within a couple of years. The company is actively working to regain ground lost abroad due to the pandemic.
Sustainability and Social Responsibility: More Than Just a Sandwich
Panino Giusto is committed to sustainability and social responsibility. The company became a Benefit Corporation in 2019 and a B Corp in 2020, the first Italian restaurant chain to achieve this certification. B Corps are committed to operating according to high standards of social and environmental performance.
The company actively promotes an ethical and transparent working environment, adhering to whistleblowing legislation and preventing misconduct at all levels.
Panino Giusto is also involved in several social projects, including "Cucinare per Ricominciare" (Cooking to Restart), a program that promotes the integration of refugees and asylum seekers. The project provides training and internship opportunities, with the goal of helping participants find employment in the restaurant industry.
Elena Riva explains: "We thought that all the know-how we had accumulated in the catering sector could be used to do something positive, and together with Avsi, a humanitarian foundation with which we have been collaborating for years, we started the project, with the collaboration of the Farsi Prossimo cooperative which deals with first reception."
Leggi anche: "Il Principe del Panino": un'analisi
The company also focuses on promoting talent regardless of gender and seeks to create an inclusive environment for people with disabilities.
The Secret of Success: Doing the Right Thing
The secret to Panino Giusto's success lies in doing the right thing, not only for itself but for the world around it. The company is committed to maintaining its values, craftsmanship, and positioning, as well as investing in training and development.
Civita emphasizes: "Today in the current frenzy in which everyone must achieve everything, pieces are lost, but it takes time to do things well, it is useless to anticipate things that are then unnatural. For us, sustainable development implies maintaining our values, our craftsmanship, our positioning, our training."
Panino Giusto's journey is a testament to the power of quality ingredients, passion, and a commitment to doing good. From its humble beginnings in Milan to its international presence, the company has transformed the humble sandwich into an art form, a symbol of Italian excellence, and a vehicle for social change.