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Milan, December 3, 2015. MasterCard today revealed the findings of new research at the “Passions and Priceless Cities” event at the Priceless Milano pop-up restaurant, on the roof of Palazzo Beltrami in Piazza della Scala, Milan.  The event, which brought together experts in the world of food and dining, identified new trends related to the dining experiences of Europeans.

Key findings included:

  • 59% of urban Europeans consider themselves to be passionate about food and cooking
  • Three quarters of Europeans (73%) believe it is important to slow down and enjoy food.
  • Urban Europeans are adventurous with 46% saying their food passion is driven by the desire to try something new

According to the insights from a study by GfK Consumer Life, provided to MasterCard, residents of Europe’s cities are driving new trends and experiences around food and dining.People’s passion for food is linked to a clear trend of maximizing experiences and spare time.

The research also revealed that food experiences are in the top five interests of Urban Europeans in 8 countries: Germany, Russia, UK, Italy, Spain, France, Turkey, and Sweden. Interest for food is rising mainly in Italy, Spain and Turkey.

Urban Europeans are increasingly interested in dining out, with Italy and Spain leading this trend: 69% of Urban Italians have a sit-down meal in a restaurant or other eateries at least once a week, followed by Spain (62%) and France (55%).

A new trend in European cities is the interest for innovative food experiences: 47% of Urban Europeans love to try new food experiences and new cooking methods (higher than total Europe, 38%). Increased sentiments with food and novelty are led by Turkey (61%), Italy (57%) and Spain (36%).

The findings on the consumer life in the cities showcases that people living in European cities and around the world are increasingly looking for priceless experiences that can bring them closer to their passions. Through our Priceless Cities program MasterCard is focused on connecting people to their passions, maximizing the city experience in new and surprising ways”, Raja Rajamannar, Chief Marketing Officer, MasterCard said.

The “Passions and Priceless Cities” event featured insight from; Raja Rajamannar, Chief Marketing Officer, MasterCard, Ramon Dios Barberia, President of the Association Jeunes Restaurateurs d’Europe, Alexandre Cammas, Food Critic and Founder of Le Fooding Movement, the Italian Architect and Designer Rodolfo Dordoni and the renowned chef Ana Ros who was awarded as Chef of the Year in 2015.

About MasterCard
MasterCard (NYSE: MA),, is a technology company in the global payments industry. We operate the world’s fastest payments processing network, connecting consumers, financial institutions, merchants, governments and businesses in more than 210 countries and territories. MasterCard’s products and solutions make everyday commerce activities – such as shopping, traveling, running a business and managing finances – easier, more secure and more efficient for everyone. Follow us on Twitter @MasterCardNews, join the discussion on the Beyond the Transaction Blog and subscribe for the latest news on the Engagement Bureau.

Media Contacts

Giuliana Abbate, Communications Manager Italy & Greece
+39 06 49259223