20/07/2026
🇬🇧 I have told you about the soul of FRIDA. Today, I want to introduce you to the technical “engine” behind our evolution. 👏🏻❤️🍸🍹
Over the last few weeks, many of you have been complimenting us on the new standard of our drinks and our hospitality. Behind this upgrade lies a precise strategy and a professional I have chosen to collaborate with: Massimo Petrone, Fractional Food & Beverage Manager.
An established barman, born and well-known in Salerno, with international experience. I decided to ask him three questions directly, so you can understand who he is, how he works, and why he is here with us. I am addressing this especially to the tourists who come to Salerno, even if just passing through.
🎤 Enzo: Massimo, introduce yourself to those who haven’t yet met you at our bar. What is your background?
🍸 Massimo: “I have been working in the hospitality and restaurant sector for over thirty years. I worked my way up from the bottom, starting as a barman and event organiser, and then structured my managerial skills with a Master’s in Marketing and Communication from Il Sole 24 Ore, obtained about twenty years ago. Today, as a Fractional Manager, I deal with business strategies, digitalisation, as well as staff selection and training, working mainly here in Salerno.”
🎤 Enzo: You bring very specific techniques to FRIDA. What is your actual approach behind the working bar?
🍹 Massimo: “My approach is extremely practical and technical. I refuse commercial shortcuts. I dedicate myself to advanced mixology through the study of safe fermentations, alternative acidities, and artisanal infusions. I love the direct technique: if I am preparing a mint-based drink, I prefer the build technique, slapping the leaves and working directly in the glass. The goal is to enhance the raw ingredients, guaranteeing a top-quality experience without unnecessary frills.”
🎤 Enzo: With your experience and profession, you could have chosen many other projects. Why did you choose FRIDA?
🎼 Massimo: “Because at FRIDA I found something rare: authenticity. Observing you, Enzo, I saw a genuine and spontaneous approach. FRIDA has a strong identity. Bringing my organisational vision and m