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Norwich deli to celebrate 10 years in the city this weekend - and you’re invited

PUBLISHED: 17:39 02 May 2018 | UPDATED: 17:39 02 May 2018

Delis in Norfolk: Amaretto Deli in Norwich. Photo: Philip Barnes

Delis in Norfolk: Amaretto Deli in Norwich. Photo: Philip Barnes

Philip Barnes

A popular Norwich business is set to celebrate its 10th birthday this weekend.

Fabrizio Fiaschi, owner of Amaretto deli, at the English Italian Awards 2017. Photo: Amaretto deliFabrizio Fiaschi, owner of Amaretto deli, at the English Italian Awards 2017. Photo: Amaretto deli

On Saturday, May 5 Amaretto Delicatessen on St Georges Street will be celebrating 10 years of serving up tasty Italian treats in the city.

To mark the occasion, staff will be offering all customers a free piece of cake throughout the day.

Originally from Empoli in Tuscany, owner Fabrizio Fiaschi has been living in Norwich for 15 years with his wife and daughter.

Alice Hool working in Amaretto Deli. (The deli has since stopped using single use plastic). Photo: Amaretto DelicatessenAlice Hool working in Amaretto Deli. (The deli has since stopped using single use plastic). Photo: Amaretto Delicatessen

He bought the deli, previously The General Store, from Jan and William Cheeseman with a business partner back in 2008, but is now the sole owner.

The business offers customers a range of authentic Italian food including pizza, lasagne and parmigiana as well as salads, pastries, sandwiches and cakes.

“Opening the deli was a bit of a dream come true and time has just flown by, it’s hard to believe it’s been a decade now,” he said.

Cake at Amaretto Deli in Norwich. Photo: Philip Barnes PhotographyCake at Amaretto Deli in Norwich. Photo: Philip Barnes Photography

“I feel very lucky to live in Norwich, it’s a beautiful city, such a friendly place. Getting nominated for Best Deli in the English Italian Awards last year was fantastic, people really rallied around to get us there.

“There’s a real feeling of community here, you get to know people and that’s important.”

He added: “Things have changed over the years, a lot more eateries have opened in the city which does mean more competition, but it also means the city centre has become a lot more vibrant. In good weather we always have queues snaking out onto the street which feels great.”

Aubergine Parmigiana at Amaretto deli in Norwich. Photo: Amaretto delicatessenAubergine Parmigiana at Amaretto deli in Norwich. Photo: Amaretto delicatessen

Whatever the weather, Mr Fiaschi never stops working to improve the business. Most recently he has expanded the deli’s menu to feature new pastries, salads and more gluten-free and vegan options.

“There is never time to rest on your laurels in the food business,” he said. “It’s important to keep things fresh.”

He is also trying to rid the shop of single use plastic, bringing in cardboard boxes and trying to encourage others in the community to do the same.

Amaretto Delicatessen turns 10 on May 5. The shop will be closing early at 5pm for a private celebration with staff.


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