How to turn pasta-making into a crowd-pleasing exhibition

 

Melbourne, Australia 

Customers love to see a pie fly in the air, but how can you give them a similar kick when preparing their pasta? That’s Amore Cheese in Melbourne found just the right way to impress pasta lovers—by putting on a show with a popular made-to-order entrée.

The Quattro Formaggi Spaghetti is tossed in three different cheese sauces before being swirled around in a giant wheel of Parmigiano-Reggiano and scraped out along with more cheese. That’s Amore Cheese, which specializes in soft curd Italian products using locally sourced ingredients, has been doing festivals and events since 2009 and has found the “wow factor” of preparing pasta in a wheel to be unparalleled.

“It was a challenge. No one in Australia had done it before, and we didn’t know what kind of reaction to expect,” says Serena Zen, marketing manager at That’s Amore Cheese. “Well, it was an immediate hit. For the 12 weeks of the Queen Victoria Market, we were the busiest stall amongst 30 food vendors! After we started making the pasta at the Night Market, people started talking about it and sharing thousands of pictures and videos on social media. So many restaurants in Melbourne and other food markets started to make it as well. We can definitely say that we started a trend.”