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Guilherme Temperani’s journey connects small services in neighborhood commerce, kitchen experiences, and successive entrepreneurial attempts to Vila Anália, a gastronomic complex located in Jardim Anália Franco, in the East Zone of São Paulo.
Guilherme Temperani started his entrepreneurial journey at the age of 13, distributing flyers in the North Zone of São Paulo, and years later went on to lead Vila Anália, a 4,000 square meter gastronomic complex in Jardim Anália Franco, in the East Zone of São Paulo’s capital.
Published by Folha de S.Paulo on July 27, 2024, the report noted that the entrepreneur made his rounds on foot, by bicycle, or hitching rides, in addition to organizing colleagues to help with the service and paying for their collaboration.
During the same period, on weekends, Temperani also worked as a kitchen assistant at Dizzy snack bar in Santana, an establishment mentioned by Folha as still existing and linked to his first contacts with the gastronomic routine.
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First jobs in neighborhood commerce
Still a teenager, the future entrepreneur set up a small operation distributing advertising material for local clients, using a network formed by colleagues from the state school Paulo Egydio de Oliveira Carvalho, in the North Zone of São Paulo.
Instead of treating the activity as something temporary, Temperani took on the work in front of the merchants and maintained a routine of contacts that would later help in creating a small advertising newspaper aimed at Vila Maria.
The publication gathered promotions from markets, butcher shops, seamstresses, and shoemakers, in a simple format of local advertising, but already showed an attempt to transform circulation through the neighborhood into an organized commercial product.
After this experience, other paths were tested before consolidation in gastronomy, including a printer cartridge company and initiatives related to parties and dances in the North and East zones of the city.
Although not all projects went ahead, this sequence formed a practical base in sales, operation, public contact, and relationship with merchants, skills that would reappear in the management of the restaurants.
Arrival at the restaurants in Jardim Anália Franco
The most consistent advance in the food sector occurred with the opening of restaurants in Jardim Anália Franco, a region in the East Zone that became the main axis of Temperani’s and his partners’ business activities.
According to the institutional page of Vila Anália, the group started in 2015 with Macaxeira, a restaurant of sertaneja cuisine, and expanded its presence in the region in 2019 with URU Mar y Parrilla, both on Emília Marengo street.
According to Folha’s investigation, Temperani opened Macaxeira, focused on northeastern cuisine, with investors, and the steakhouse Uru Mar y Parrilla before the creation of the gastronomic complex that would consolidate his presence in the neighborhood.
During an interview with the newspaper, the entrepreneur associated part of his journey with the difficulties faced from an early age and declared: “I had many provocations in my life,” when commenting on the path taken to reach the command of restaurants.
Located at Rua Cândido Lacerda, 33, in Jardim Anália Franco, Vila Anália marked the scale leap of the operation, by bringing together different houses and gastronomic experiences in the same address in the East Zone.
Vila Anália changes the scale of the business
According to Veja São Paulo, the complex occupies 4,000 square meters at the corner of Eleonora Cintra and Cândido Lacerda streets, in an area where Tatuapé and Jardim Anália Franco blend in the perception of many visitors.
Presented by the magazine in 2022, the project brings together restaurants, a bar, a confectionery, an emporium, a rooftop, and two floors of parking, with the capacity to accommodate up to 980 customers at the same time.
Also according to Veja São Paulo, the estimated investment exceeded R$ 14 million, and construction began at the end of 2020, after the demolition of four properties on the chosen site for the venture.
In the gastronomic complex described by Folha, there are spaces dedicated to the cuisines of Japan, Italy, Spain, Greece, and France, as well as a confectionery, within the proposal to concentrate different experiences in the same place.
With the expansion of the project, the business routine began to require a structure far from the initial neighborhood services, when Temperani coordinated small tasks, distributed flyers, and maintained direct contact with local merchants.
Management of hundreds of professionals
The scale of the operation also appears in the team, as Folha reported that Temperani commanded 400 professionals in 2024, a number that shows the distance between the informal beginning and the management of a gastronomic group.
In the family context, the report also mentioned Italian ancestors linked to the circus in Brazil at the end of the 19th century, a reference that the entrepreneur related to his own inclination to circulate, adapt ideas, and create businesses.
Explaining his relationship with the title of restaurateur, Temperani told Folha that he enjoys the process of sitting at the table, restoring, and sharing experiences, in reference to the sense of conviviality associated with restaurants.
Outside the more traditional axis of high gastronomy in São Paulo, the trajectory includes simple services, successive commercial attempts, and consolidation in Jardim Anália Franco, a neighborhood that has become a central part of the group’s expansion.
From the beginning with bicycle rides, hitchhiking, and visits to small merchants, the journey has reached an operation of thousands of square meters, hundreds of professionals, and a significant presence in the gastronomic scene of the East Zone of São Paulo.
