The famous Said chocolate factory, with more than a century of history behind it, recently opened a new store in the heart of Rome.
Located at 13 and 14 Via Tomacelli, this new store represents a major expansion for the company, bringing its renowned chocolate-making tradition from the San Lorenzo neighborhood to the center of the Eternal City.
The story of Said: from small production to Roman chocolate icon
Said, originally an acronym for Società Anonima Italo Elvetica and later Società Azionaria Industria Dolciumi, has deep roots in the history of Rome. Founded in 1923 by Aldo De Mauro, the company has shown extraordinary resilience, even surviving the bombings of World War II.
The original factory on Via Tiburtina, which miraculously escaped destruction during the horrendous bombing of ’43, has continued to produce chocolate delights, becoming a landmark for sweet lovers in Rome.
In the 1960s, Said experienced significant growth, consolidating its position in the market.
With the arrival of the new millennium, the company took another qualitative leap, focusing on the excellence of raw materials and expanding its vision.
In 2006, under the leadership of the third generation represented by Fabrizio and Carla De Mauro, Said embarked on an innovative path, transforming part of the factory into a space dedicated to the public, anticipating the concept of “gastronomic experience” in the world of chocolate.
Said’s international openings: from London to the Middle East
In recent years, Said has embarked on an ambitious international expansion, starting in London and achieving particular success in Middle Eastern countries.
Here the company has opened outlets in Qatar, the United Arab Emirates and Saudi Arabia, where chocolate is considered a luxury and a rewarding alternative to alcohol consumption.
Said’s popularity in these regions continues to grow, with three outlets in Kuwait City and as many in Dubai.
Expansion continues with new openings in Riyadh and Doha, with the goal of reaching 10 signs worldwide by mid-2025.
The concept and offering of the new store on Tomacelli Street
The new Said store on Via Tomacelli is presented as a deep and welcoming space that extends to Via dell’Arancio.
Upon entering, customers are greeted by a counter full of pralines, chocolates and bars, as well as several novelties. The goal is to offer seasonal continuity to the product, emphasizing that chocolate is excellent all year round, not just during traditional holidays.
The store offers a complete experience that goes beyond just selling chocolate.
Starting at 8 a.m., you can enjoy a breakfast of classic leavened goods and homemade slices of cake.
For lunch, savory offerings and healthy options such as toast and salads are available.
In the afternoon, the focus returns to sweets with bon bon bon snacks and other specialties, including chocolates in a mug in cold versions during the summer.
The day ends with appetizers, making the chocolate shop a lively and fun place at all hours.
What differentiates Said from other bakeries or restaurants?
Said stands out for its ability to combine the craftsmanship of chocolate making with a unique hospitality experience.
With the opening of its new outlet on Via Tomacelli, which aspires to become neither a bakery nor a traditional restaurant, this ancient and refined chocolate shop not only brings its historic chocolate-making tradition to the heart of Rome, but also redefines the concept of a “store that sells chocolate,” transforming it into a special place of encounter, taste, and discovery for all lovers of the most beloved treasure of tropical forests.
While maintaining its focus on chocolate making, the company has in fact been able to evolve, offering a complete gastronomic experience that goes beyond just eating sweets.
Said’s century-old tradition blends with innovation, offering customers the opportunity to explore the world of chocolate in all its facets, from morning to night.
Attention to packaging design and attention to detail are other elements that set Said apart from the competition. Each product is not only a treat for the palate, but also an aesthetically pleasing object, perfect as a gift or as a small personal luxury.