In February,
Donato de Santis
began recording the ninth season of
MasterChef Argentina
, which since its first broadcast, on March 20, has been among the two most watched programs of the day.
Just ten days later, this Thursday, his Italian gastronomic emporium, Casa Paradiso in Alcorta Shopping, is officially inaugurated -with a great event-
, a unique space in the country, through which thousands of people have already passed.
On the threshold of 60 years of age, and after four decades of experience
working in Italy, the US and Argentina,
nothing stops the best-known Italian chef in the country
who approaches the professions of chef and gastronomic entrepreneur with inimitable energy.
Donato created Cucina Paradiso and Pizza Paradiso -among other restaurants- but
his career exploded when he was summoned for the first season of MasterChef in 2014.
After eight editions, he returned to the small screen with his colleagues, the also judges Germán Martitegui and Damián Betular.
Donato de Santis and the 2023 edition of MasterChef
Donato De Santis already has a 40-year career.
Photo: Fernando de la Orden.
After three consecutive seasons of MasterChef Celebrity, the reality show reopened the game to the public:
more than 10,000 Argentines were encouraged to send their recipes, of which around 60 participants were chosen.
And, for the ninth edition, Wanda Nara accompanies them as host.
"In the celebrity edition, the person is already chosen and they can know how to cook or not," says Donato about the differences between the reality version starring celebrities and the one that is on screen today.
“The participant puts on the apron and puts aside what he did before in his life.
What he counts is his culinary attitude and what it can become
”.
“
On the other hand, in this new season
- which causes great emotion -, the person comes from a cruder side – 'I worked all my life, I want to do that and that my life is like that' – and
the backpack is more loaded.
When that is presented to you, you cannot help but identify with your own path, your ambitions, your security and insecurities.
It is very strong”, reflects Donato.
Although he has already been recording for a month, the Italian chef says that at this point it is difficult to talk about future finalists, but he has already seen potential in some participants.
“There is a high level of ambitions and preparations.
After the pandemic, people had time to investigate, to experiment at home and get out of the cliché of the richest empanada or milanesa in the world.
We are seeing a different type of presentation, smart reductions, exotic dishes and other types of cuisines.
There is a good mix, it is inspiring
”.
As for the new addition to the team, Wanda Nara
, Donato says that he doesn't need to give her any advice: “She was on television in Europe and the truth is, she doesn't get nervous.
She is very diligent, plus she understands her role very well.
We have a good vibe with her
.
She doesn't have divismo
, that separating thing.
She joined us from the start and
quickly understood that there are four of us
.”
De Santis, Betular and Martitegui in MasterChef.
Casa Paradiso: the great bet of the gastronomic business of Donato de Santis
Since last winter, Donato has been on track with two projects, the reality show and the new
Casa Paradiso,
an Italian culinary emporium under one roof.
Its parent restaurant, Cucina Paradiso, already has five locations in the City and Pizza Paradiso another three.
But the new multi-space takes Donato's gastronomic business to another scale, who also opted for a pioneering concept in Argentina.
Casa Paradiso required an investment of 1.5 million dollars.
Photo: Fernando de la Orden.
Grupo Paradiso, the firm that Donato runs with his wife Micaela Paglayan,
invested 1.5 million dollars to demolish, design and build the 2,500 square meters
that used to house
fast food
stores on the top floor of the Alcorta shopping mall in Palermo.
With this venture in which they resigned the "fast" (fast) to simply sell "food" (food)
they added 11 additional stores to their portfolio.
Now open to the public,
Casa Paradiso employs 148 employees with its new concepts
that include Sanissimo, La braseria and Pastificio among others.
The offer also includes hamburgers, pizza and an ice cream parlor.
“As a chef, I am not saying that this type of venture is normal, but it is an evolution.
Other colleagues prefer to enjoy being in the kitchen, but I always liked to start cooking as well”
, says Donato.
Donato de Santis at Casa Paradiso.
Photo: Fernando de la Orden.
The Cucina Paradiso and Pizza Paradiso franchises opened up a new world for him that led him to contact the IRSA group.
“At first we talked about opening Cucina but when I got to know the place, I automatically said that a single restaurant would have to be very large.
It seemed logical to optimize what we know how to do”.
While many people compare Casa Paradiso with Eataly
, the Italian food mega chain present in Europe and the United States, Donato affirms that there is a big difference between both projects.
High quality Italian products at Casa Paradiso.
Photo: Fernando de la Orden.
“Eataly is a set of different products and producers, including from different chefs.
Instead, here is a cute product — with a cute chef!
— where I propose a mix of concepts that I do under the same wing.
At Casa Paradiso each of the 11 locations specializes in something
: “By not having them all together, it's easier to get a good result.
Burghificio, for example, is a new concept, the “Italianization” of the hamburger.
We don't touch the ground meat much but we work on the seasonings.
For example, there are sauces based on cacio e pepe”.
And it coexists with another brand like Sanissimo: "although it is not totally gluten free, it does offer that option or that of eating healthier," Donato notes
.
In addition to gastronomic innovations there are also developments on alcoholic beverages.
At the bar, the team led by bartender Diego Zelaya is in charge of creating their own versions of appetizers, vermouths and limoncello.
Casa Paradiso has 11 stores with different proposals.
Photo: Fernando de la Orden.
Although it opened in November, the official opening of Casa Paradiso is on March 30 and will be attended by personalities from the gastronomic world ranging from Dolli Irigoyen and Narda Lepes to MasterChef juries.
During the last days they circulated
in social networks and media
comments about the "overvalued" prices of some of the Pizza Paradiso products.
Given the criticism, Donato says that we must think beyond the "BBB" (good, nice and cheap).
And that, among other costs that the diner does not usually take into account, it is necessary to consider the packaging (in some cases up to 5 percent of the final amount) and human resources (34%).
“We offer the highest quality in our premises.
I invite people to go see the garbage drawer and look at the containers.
The olive oil is olive oil, the tomatoes are Italian, the mozzarella is good quality.
I put my hands in the fire: expensive is not expensive, yes.
Going out to eat is an option, and we try to make it the best
”.
The price of Pizza Paradiso products generated controversy in networks.
Photo: Fernando de la Orden.
And to finish, he contextualizes: "We are in a global moment in which it is difficult to control the expansion of prices, but
I feel very calm that we offer a product of the highest quality."
look also
Damián Betular: how are the Easter eggs sold by the MasterChef jury that are worth up to 43 thousand pesos
Zorrito Von Quintiero, the pioneer of Las Cañitas who vindicates the bodegón: "For many of us it is enough to eat well"