Originally a rotisserie house, the 'Rosticceria San Carlo' was established in 1936 by Francesco Vitaloni in Milan and named in honour of a nearby church.

Initially, his production of potato products were as accompaniments to meats and fish dishes, however, the demand for them was very high, and he began exclusive production of 'Patatine croccanti' (crispy potatoes), and began distributing them to the local bakeries and bars