Mog Mercato Orientale Di Genova Srl

What Mog Mercato Orientale Di Genova Srl does

MOG Mercato Orientale di Genova S.r.l. operates a 1,500-square-meter multi-concept food hall within Genoa's historic Mercato Orientale, a covered market structure dating to 1699. The venue opened in its current format on May 7, 2019, at Via XX Settembre 75 R in central Genoa, and clusters 12+ independent kitchen operators offering Ligurian, Italian, pizza, sushi, fish, steakhouse, Peruvian, and Kenyan cuisine alongside three dedicated beverage venues (La Spiriteria for spirits, La Birreria for beer, La Vineria for wine). A proprietary mobile app supports direct ordering for delivery and takeaway and integrates the MOG Service Card and MOG Food and Drink Card loyalty programs; e-commerce payments are processed through Banca Intesa San Paolo and ticketing for events and classes through Eventbrite.

The business model combines multiple revenue streams: per-transaction revenue from resident kitchens and bars (likely via rent or percentage-of-sales agreements), transaction fees on delivery and takeaway orders, professional services revenue from cooking courses, FISAR sommelier certification programs, and corporate/private event hosting, plus festival revenue from the annual MHOPS craft beer and food festival (now in its fourth edition, February 2026) and the recurring Lunario seasonality program. Core customer segments are local Genoa residents and daily workers, domestic and international tourists (amplified during Genoa events such as Salone Nautico, Euroflora, and The Ocean Race), corporate groups booking event spaces (Sala Superba, courtyard, balcony, Aula Fornelli), and food enthusiasts attending cooking classes and wine tastings. Marketing is multi-channel across the website, Facebook, Instagram, Mailchimp newsletters, and earned media coverage in national food outlets (Dissapore, Gambero Rosso, Il Sole 24 Ore).

MOG's strategic positioning rests on combining a heritage location, curated multi-cuisine vendor mix, and a recurring programming calendar (festivals, seasonal food events, cultural celebrations, professional courses) into a single destination that serves both as a daily neighborhood food court and as an event-driven attraction. The company is privately held with no disclosed external investors, operates from a single Genoa location, and has built a partnership ecosystem spanning Slow Food, FISAR, Scurreria Beer & Bagel, and numerous craft breweries and event collaborators.

Name

Mog Mercato Orientale Di Genova Srl

Legal name

MOG Mercato Orientale di Genova S.r.l.

Website

https://moggenova.it

Company type

Private

Founded year

2019

Operating status

Operating

Short description

MOG Mercato Orientale di Genova is a 1,500 sqm multi-concept food hall and event venue in Genoa's historic Mercato Orientale, operating 12+ independent kitchens, three beverage venues, a proprietary ordering app, and recurring culinary programming including cooking classes, sommelier certification, and the annual MHOPS craft beer festival, serving local residents, tourists, and corporate clients.

Ownership category

akta.pro rank

Product category

Food Hall and Culinary Event Venue

NAICS

Restaurants and Other Eating Places (72251), Full-Service Restaurants (722511), Caterers (722320)

SIC

Retail-Eating & Drinking Places (5810), Retail-Eating Places (5812), Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Ethnic & Regional Cuisine Restaurants (THAFACAD)

akta.pro secondary industries

Special Occasion & Destination Restaurants (THAFACAK), Food Festivals & Culinary Events (Ticketed Tastings, Pop-ups) (THAJAGAL), Venue & Banquet Hall Catering (THAFAIAC)

Keywords

• Food hall operations
• Culinary event venue
• Cooking class services
• Craft beer festival
• Historic market dining

Headquarters

HQ city

Genova

HQ country

Italy

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Supply Chain, Operations, Infrastructure, Marketing or Sales, Technology or R&D

Revenue model

1. Food and Beverage Sales: Revenue from 12+ resident kitchen operators selling diverse cuisines including pizza, sushi, meat, fish, Italian, Peruvian, Kenyan, and more. Multiple bars serve alcoholic and non-alcoholic beverages including craft beers, wines, and cocktails.
2. Delivery and Takeaway: Online ordering through app and website for home or office delivery, generating additional transaction revenue.
3. Event Hosting and Private Events: Revenue from organizing corporate events, team building, private parties, and special celebrations in dedicated event spaces including the Superba hall and courtyard.
4. Cooking Classes and Courses: Revenue from professional cooking courses, FISAR sommelier courses, seasonal Lunario seminars, and culinary workshops hosted in dedicated classrooms.
5. Festival Revenue (MHOPS): Annual craft beer and food festival generates revenue through token sales for beer tastings, food purchases, and pre-sold experience packages.
6. Loyalty Program Management: MOG Service Card and MOG Food and Drink Card programs drive repeat customer engagement and data collection for marketing purposes.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels7 records

Core offering

MOG Mercato Orientale di Genova operates a multi-concept food hall and event venue inside Genoa's 1699 Mercato Orientale, bringing together 12+ resident kitchens (Ligurian, Italian, pizza, sushi, Peruvian, Kenyan, steakhouse), three beverage venues (spirits, craft beer, wine), the sit-down Hostaria al Mercato restaurant, a proprietary mobile ordering app, loyalty cards, professional cooking and FISAR sommelier courses, group food experiences, and a calendar of cultural and culinary events including the annual MHOPS craft beer festival and the Lunario seasonal program.

Product overview

MOG (Mercato Orientale di Genova) is a multi-concept food hall and event venue located in the historic Mercato Orientale market building since 1699, with its current MOG format opening in May 2019. The venue operates as a cluster of independent kitchen stalls (Le Cucine) offering diverse cuisines including Ligurian, Peruvian, Japanese-Brazilian, Kenyan, pizza, steakhouse, and more, complemented by three beverage venues (La Spiriteria, La Birreria, La Vineria). MOG offers a digital ecosystem comprising a mobile app for ordering, loyalty cards (MOG Service Card and MOG Food and Drink Card), and online ordering for delivery/takeaway. The venue also hosts cooking courses, sommelier programs, the annual MHOPS craft beer festival, the Lunario seasonal food program, and private event hosting across multiple themed spaces. MOG positions itself as a hub for food culture, sustainability, and community gathering in Genoa.

Differentiator

Problem solved

Functional benefit

Products and services

• Il Mercato Food Hall (Le Cucine) Multi-kitchen food hall offering diverse cuisines (Ligurian, Italian, pizza, sushi, steakhouse, Peruvian, Kenyan, bakery, café) under one roof, with dine-in service in the 200-seat, 1,500 sqm venue for individual and group diners in Genoa.
• The Hostaria al Mercato Restaurant On-site sit-down restaurant offering full-service dining within the MOG venue for individual diners and groups.
• Beverage Venues (La Spiriteria, La Birreria, La Vineria) Three on-site bars covering spirits (La Spiriteria), craft beer (La Birreria) and Ligurian and Italian wines (La Vineria), with curated selections including underwater-aged wines during Salone Nautico and Italian sparkling wines for the Bollicine Italiane event.
• MOG Mobile App Proprietary mobile application enabling customers to order food and drinks for delivery or takeout, manage loyalty cards, receive notifications and engage with the MOG ecosystem.
• Online Ordering for Delivery and Takeaway Food and beverage ordering service from MOG's 12+ kitchens for home or office delivery and customer pickup, managed through the website and mobile app.
• MOG Service Card (Loyalty Program) Loyalty card program offering points, rewards and exclusive discounts to repeat MOG customers across kitchens, bars and events.
• MOG Food and Drink Card (Loyalty Program) Dedicated food and beverage loyalty card enabling transactions and accruing benefits for frequent customers across MOG's kitchens and bars.
• Gift Voucher (Buono Regalo) Gift vouchers purchasable online and redeemable across MOG's full range of food, drinks, cooking classes and event experiences.
• Cooking Courses (Corsi di Cucina) Professional and recreational cooking classes taught by local chefs and culinary experts covering Ligurian cuisine, seasonal ingredients and specific techniques.
• FISAR Sommelier Courses Professional sommelier certification courses (FISAR Level 1 and Level 3) delivered in partnership with FISAR, held in the Sala Superba event space.
• Private and Corporate Event Hosting Event organization services for corporate events, team building, conferences, private celebrations and courses utilizing dedicated spaces (Courtyard, Balcony, Sala Superba, Aula Fornelli) with catering across the venue's kitchens and bars.
• Group Experiences (Esperienze per Gruppi) Curated tourist experiences including market tours, pesto and focaccia-making workshops, Ligurian wine tastings and blind tastings for groups and tourists visiting Genoa.
• MHOPS Craft Beer and Food Festival Annual craft beer and food festival featuring Italian craft breweries, beer tasting laboratories and international food experiences, sold via a token system (1 token = 1.20 euros) and tiered Silver (50 euros) and Gold (80 euros) packages.
• Lunario Seasonality Program Seasonal monthly program celebrating a featured Ligurian ingredient each month, with special menus across all kitchens, experiential seminars and cooking workshops focused on local and seasonal products.

Quantifiable outcome

• Serves as the 'belly of Genoa' (ombelico di Genova), positioning as the city's culinary hub

Named customers3 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Feature2 records

Partnerships

23 partnerships are on record, tiered core and minor.

• Scurreria Beer & BagelcoreStrategic or Co-development Partner · 19 February 2026Primary partner for the MHOPS craft beer and food festival. Scurreria brings beer expertise and curation skills, selecting participating breweries and supporting festival operations. Partnership has extended from 2023 through 2026 editions.
• Dim Sum TangminorGTM or Marketing Partner · 7 January 2025Chinese restaurant collaborator for Chinese New Year celebrations. Contributes to cultural programming and authentic cuisine during the event.
• Mondadori Store GenovaminorGTM or Marketing Partner · 27 December 2024Collaboration for reading and disconnection events. Mondadori contributes book-related programming for the Dis-Connessione (disconnect) afternoon event.
• Alder Beer Co.minorGTM or Marketing Partner · 22 February 2024Craft brewery from Seregno (Monza e Brianza), first place at Birraio dell'Anno 2022. Participates in MHOPS beer festival.
• Birrificio MukkellerminorGTM or Marketing Partner · 22 February 2024Craft brewery from Porto Sant'Elpidio (Fermo), known for their 'fratelli Mukka' products. Regular participant in MHOPS festival.
• Cà del BradominorGTM or Marketing Partner · 22 February 2024Craft brewery from Bologna specializing in wild and unconventional beers. Festival participant.
• EastSide BrewingminorGTM or Marketing Partner · 22 February 2024Craft brewery from Latina, noted for high-gravity dark beers. Festival participant.
• Birrificio ElvominorGTM or Marketing Partner · 22 February 2024Craft brewery from Biella, specialists in low fermentation beers. Festival participant.
• Birrificio LarianominorGTM or Marketing Partner · 22 February 2024Craft brewery from Sirone (Lecco), established quality producer. Festival participant.
• Birrificio WARminorGTM or Marketing Partner · 22 February 2024Craft brewery from Cassina de Pecchi (Milano), young and dynamic agricultural brewery. Festival participant.
• Moving CellarsminorGTM or Marketing Partner · 22 February 2024Craft beer distributor/participant in MHOPS festival.
• Birra MastinominorGTM or Marketing Partner · 22 February 2024Craft brewery from Bussolengo (Verona). Festival participant.
• Hilltop BreweryminorGTM or Marketing Partner · 22 February 2024Craft brewery participant in MHOPS festival.
• BastiancontrariominorGTM or Marketing Partner · 22 February 2024Craft brewery from Parma. Festival participant.
• Slow FoodcoreStrategic or Co-development Partner · 24 October 2022Partnership for cooking classes with local chefs featured in the Osterie d'Italia guide. Slow Food's values of fresh, seasonal, tasty, and clean food align with MOG's identity. Chefs from selected osterie conduct cooking workshops.
• FISAR (Federazione Italiana Sommelier Albergatori e Ristoratori)coreStrategic or Co-development Partner · 9 September 2022Partnership for sommelier courses hosted at MOG's Superba hall. FISAR provides professional wine education curriculum and certification. Courses include Level 1 and Level 3 sommelier training.
• Magic GamesminorGTM or Marketing PartnerEvent entertainment partner for children's events including Carnival celebrations. Provides animation services and collaborates on promotional discounts.
• The Red Feather's FellowminorGTM or Marketing PartnerIrish music band from Genoa that performs at San Patrizio (St. Patrick's Day) celebrations. Adds authentic cultural entertainment to events.
• Friends Eventi GenovaminorGTM or Marketing PartnerEvent planning partner for themed party nights like the Friends-themed event. Collaborates on entertainment programming.
• BlackwaveminorGTM or Marketing PartnerSurf and ocean lifestyle brand that collaborated on Salone Nautico events including yoga sessions and ocean-themed programming.
• Underwater WinesminorGTM or Marketing PartnerWine producer with underwater aging method. Featured during Salone Nautico with special marine-themed wine selection in the Vineria.
• VinhoodminorGTM or Marketing PartnerWine education company that conducts wine tasting games and personality tests at MOG events. Collaborated on Bollicine Italiane sparkling wine event.
• Molly Malone's PubminorGTM or Marketing PartnerIrish pub in Multedo that collaborated on San Patrizio celebrations. Partner in providing authentic Guinness and whiskey products.

Scale indicators6 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Foodhallen Amsterdam: Pioneer European food hall located inside a former tram depot, combining multiple food vendors, bars, and cultural events. Shares the heritage-building, multi-cuisine, event-led food hall DNA with MOG.
• Time Out Market: Global food hall concept curating multiple chef-driven kitchens under one roof with strong event programming. Directly comparable food hall format with similar curated multi-vendor, event-driven structure.
• Mercato Centrale: Italy's leading multi-kitchen food hall brand with locations in Florence, Rome, Milan, and Turin. Closest direct comparable to MOG's curated multi-vendor, event-driven food hall model within historic Italian markets.

Emerging players

• Berberè: Italian artisanal pizza chain with craft beer focus and event/community programming. Partial overlap through craft beer curation and community-driven food events, though pizza-only versus MOG's multi-cuisine model.
• Carlo e Camilla in Segheria (Milan): Italian destination restaurant in a former sawmill combining fine dining, bar, and event space. Comparable Italian venue combining elevated dining, design-driven space, and event-hosting capabilities.

Broad incumbents

• Markthal Rotterdam: Architectural landmark food market in Rotterdam combining fresh market stalls with restaurants and apartments. Comparable in converting a historic/large covered space into a multi-cuisine culinary destination.
• Chelsea Market (NYC): Iconic NYC food hall in a former Nabisco factory housing diverse food vendors, retail, and offices. Comparable food hall-in-landmark-building concept with multi-cuisine vendor mix and event programming.
• FICO Eataly World: Large-scale Italian agri-food park in Bologna featuring food halls, restaurants, and educational programming. Comparable in combining multiple kitchens, Italian culinary education, and destination dining, but at far greater scale.
• Eataly: Global Italian food marketplace combining retail, dining, and educational experiences. Larger incumbent with overlapping food hall + cooking class + Italian culinary positioning, though broader and more retail-anchored than MOG.

Regional players

• La Fabrika (Madrid): Spanish food hall concept combining multiple kitchens, bars, and event programming in a redeveloped industrial space. Comparable multi-vendor curated format with strong event calendar, though operating outside Italy.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/mogmercatoorientalegenova
• Instagraminstagram.com/moggenova
• LinkedInlinkedin.com/company/mog-mercato-orientale-di-genova-srl

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Mog Mercato Orientale Di Genova Srl