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Introduction

The word barista is an Italian word, and in Italian, a barista is a male or female "bartender", who typically works behind a counter, serving both hot drinks (such as espresso), and cold alcoholic and non-alcoholic beverages, not a coffee-maker specifically. Barista, is a chain of coffee shops established in the year 2000. Barista Lavazza is a chain of espresso bars in India. Established in February 2000 under the name Barista, it was taken over by Lavazza, Italy's largest coffee company in 2007.

Barista Lavazza is noted as a pioneer of Indian caf culture. It is the chain of espresso bars delivers a truly Italian coffee experience in warm, friendly and relaxed environment. It aims to provide a comfortable place for people to unwind over interesting conversations and a cup of coffee. Barista Lavazza consists of young adults, who are exposed to global lifestyles and appreciate the authentic flavors and tastes of coffee. At last count, the Barista Coffee Company Limited has over 200 Barista Lavazza Espresso Bars and Barista Lavazza Crmes in over 30 cities across India.

History

Barista Lavazza is noted as a pioneer of Indian caf culture. The Barista Lavazza chain of espresso bars delivers a truly Italian coffee experience in warm, friendly and relaxed environments. It aims to provide a comfortable place for people to unwind over interesting conversations and a cup of coffee. In the main, Barista Lavazza clientele comprises young adults exposed to global lifestyles and appreciative of the authentic flavors and taste of coffee. Currently over 230 Barista Lavazza Espresso Bars and Barista

Crme Lavazza's dot 30 cities in India and in several locations across Sri Lanka, Bangladesh, Oman and the UAE. The brand traces its origins back to 1895, when Luigi Lavazza purchased a little grocery store, Paissa Olivero, in the old commercial section of Turin for 26,000 Italian Lire, about US$ 20 at current prices. In the early 1900's, he invented the concept of the blend a complex art of mixing coffee of different origins to obtain a distinctive taste and harmonious flavor in the cup. Before the turn of the century, the name Lavazza evolved into an international powerhouse and became the unofficial ambassador of Italy.

Today, it is a legendary name recognized across the world as the symbol of Italian espresso. Back in Italy itself it enjoys an impressive 47% share by value in the Italian retail market (Source: Nielsen). It operates in over 90 countries in the home- and awayfrom home sectors comprising foodservice, vending and cafes.

The company has 130 outlets across India and planned to add another 50 in the year 2004. Besides the Indian sub-continent, Barista Lavazza also has cafes in locations across Sri Lanka, Oman and the UAE. Barista is owned by Lavazza, Italy's largest coffee company. Lavazza, the sixth largest coffee roaster in the world, has a 46.5% share in the Italian retail market (value, source: Nielsen) and operates in over 80 countries in the Home and Away-from-Home sectors (Foodservice, Vending and Cafes). Turner Morrison has 60% stake in Barista Coffee Company Ltd., with Tata Coffee holding 34% and the remaining 6% being held by the employees. International sales accounted for 10% of the business in the year 2004.

About Barista Caf Barista is the first coffee retailer in India to start a loyalty programme, Bean-o-holic, to attract and retain customers. Baristas generally operate a commercial espresso machine, and their role is preparing the shot and pulling the shot; the degree to which this is automated or done manually varies significantly, ranging from push-button operation to an involved manual process. Espresso is a notoriously finicky beverage, and thus good manual espresso making is considered a skilled task. Further, preparation of other beverages, particularly milk-based drinks such as cappuccinos and lattes, but also nonespresso coffee such as drip or press pot, requires additional work and skill for effective frothing, pouring and most often latte art. Preparing the shot involves adjusting the grind of the beans, dosing (the amount of coffee used in the shot), tamping (pressing down the espresso in the basket), and often other preparation of the grounds (such as leveling, tapping, or stirring), with the goal of obtaining a desired extraction. Failures can range from slight errors (too bitter or too weak) to significant errors (undrinkably harsh or watery) to complete failure (espresso does not brew successfully, water sprays everywhere, etc.), and thus good espresso-making is valued by connoisseurs. The barista usually has been trained to operate the machine and to prepare the coffee based on the guidelines of the roaster or shop owner, while more experienced ones may have discretion to vary preparation or experiment, and a seasoned veteran will of course need little training beyond specifics of equipment and beans used and the shop's preferences. Beyond the preparation of espresso and general bartending skills, skilled baristas acquire knowledge of the entire process of coffee to effectively prepare a desired cup of coffee, similar to how a sommelier is familiar with the entire process of wine
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making and consumption. This knowledge includes the correct operation, maintenance and programming of the machine, grinding and tamping methods, extraction times, water temperature and quality, micro milk frothing, free pouring, latte art, roasting, coffee plant cultivation, drying methods, correct storage, renewable methods of disposal, recycling of the coffee and packaging used. A barista can acquire these skills by attending barista training classes, but they are more commonly learned on the job. Every Barista caf aims to recreate an ambience and experience of the typical Italian neighborhood espresso bar in India. While Espresso forms the bases of all coffees, there are infinite variations to suit every taste. The interiors are bright, trendy and comfortable. It also offers games which aim at promoting an interactive, social environment. At Barista Lavazza, they do all that they can to make every guest feel comfortable and welcome. They serve the finest Arabica coffees and cuisine at great value prices. They have friendly and efficient brew masters who believe in service with a smile. And provide a cheerful, interactive ambience that makes guests wish their coffee breaks lasted just a little bit longer. They have always stuck to their Italian roots, guarding them zealously to ensure that their espresso bars reflect the warmth and character of traditional Italian coffee houses. Their aim is to passionately deliver the highest levels of experiential services. Maintain consistency in serving the highest quality products and become a globally competitive organization one that is driven by an insatiable thirst for excellence. The coffee chain initially targeted the premium segment of the market with its high pricing. However, the company went in for a 15 to 30% price reduction in 2003, following which there had been a 47% increase in footfalls. The company claims that in December 2003 Barista
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experienced a 21% per-store increase in footfalls over the year 2003, with the number of footfalls for the year 2004 totaling 14 million. They believe the people best define them as: talented, young and passionate. And they have structured themselves to help each one of them bring out their best. Barista Lavazza has a set, 14 days rigorous training procedure for each employee. With training modules customized to fit the professional needs of each employee. In the case of their brew masters, the training programmes are drawn up and conducted by the trainers who have been trained by Italian brew master. In promoting an 'Experiential Lifestyle Brand', perhaps most important of all is the customer interface. Each Barista Lavazza employee must therefore possess the passion and motivation that expresses the brand. This can only come with a sense of ownership. A flat management structure provides ample stimulus for ideas and growth. At Barista Lavazza, their objective is to provide an authentic Italian coffee drinking experience in a warm, friendly, no pressure environment. What makes their coffee 'Truly Italian' A perfect Espresso is the heart of every coffee at Barista Lavazza. The espresso itself is a concentrated coffee beverage brewed by forcing very hot (but not boiling) water under high pressure through ground coffee. They use the Italian method of creating our espresso as it is the best way to extract the flavor & aroma of coffee beans. For them, espresso making is an art. Great care, attention & skills are employed to make the perfect brew. To make the perfect espresso they ensure the 4 M's are in place:

La Machine: The Machine La Miscela: The Blend

La Macinatura : The Grinding La Manualit : Your Touch

They also try and ensure consistency in the espresso delivery. There are four distinct features that make up a good espresso; the flavors, the aroma, the crema and the texture. At Barista Lavazza they follow rigorous training process to ensure the passion of espresso making is deep rooted among all brew masters. Each Barista is certified in the art of coffee making to ensure the guests receive the perfect cup of coffee.

Why is the Barista important to the Company?

At Barista Lavazza, they use the Italian method of brewing coffee with finest Arabica beans. When the guest places an order for a cappuccino, the Barista (or brewmaster) grinds a fresh batch of coffee, brews it manually using an Italian coffee machine and serves the espresso with steamed and frothed milk. The process is very person dependent. A Barista can make a considerable difference to the final product. If he is not properly trained, the coffee may taste burnt or over / under brewed. On the other hand if he is passionate about the coffee he can make a huge difference by brewing the perfect cup and creating latte art (the pattern on the froth of the coffee which is done through skilful pouring of the milk). They believe in the 'Art of Espresso'. A beautifully made cup of coffee can make all the difference.

Logo

Market Coffee is no stranger to India. It has been around since the 17th century with consumption initially limited to the southern region of the subcontinent. But that's all changed now. Indian consumers have evolved. They are exposed to international trends through films, advertising, youth community sites and personal blogs. Global brands have coloured their retail landscape, along with hyper malls and cineplexes. This has elevated the out-of-home experience for them leading to an increase in demand for innovative, sophisticated products and more significantly, speciality cuisines and beverages. With more disposable incomes to spend on food, retail and entertainment the young are 'hanging out' more often, thus giving rise to a contemporary caf culture. As a result, coffee has made its way across the Indian landscape rooting itself in the lifestyles of both the young and the old. Research has revealed that the people who visit cafs want more than a cup of coffee. They want an interactive experience, in an ambience that is friendly, comfortable and warm. Each Barista Lavazza Espresso Bar is a consequence of this knowledge. It's a place where people can spend time with friends, family or even by themselves enjoying authentic coffee in an inviting, enriching and an unobtrusive environment.
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Achievements Barista Lavazza's leadership position can be attributed to a remarkable expertise in speciality coffee. Added to sound technical competence, an evolving retail experience, a growing distribution network and top-end maintenance support and it's easy to see why the brand has retained its numero uno position. Recognition was swift in coming. BBC, The Times of India and Business Standard all named it the Brand of the Year. Barista Lavazza also received the TOPS Award for Speciality Coffee Excellence by the Speciality Coffee Association of America (SCAA) which recognises speciality coffee retailers who differentiate themselves through better business practices. It was ranked by the HT Food Guide as the Best Place to Have Coffee and was honoured with the Caf of the Year accolade by The Times Group in the Times Food Guide. For three successive years, Barista Lavazza was also voted a Superbrand while Images Retail Forum, 2007/08 awarded it the Most Admired Retailer of the Year Catering Services. Enthused by its growth over the past 5years, Barista aimed to be the worlds number 2 fine coffee-caf chain within the next 10 years. This is after Starbucks, which has 6,000 cafes across the world. Barista Lavazza received the Times Group and Business Standard 'Brand of the year' award in 2002. Product Barista Lavazza serves an indulgent range of coffees straight from its international offerings: hot coffees with exciting flavors such as the Hazelnut Mocha and the bestselling Cappuccino Cookie 'n' Cream, signature cold coffees such as Barista Blast, Swiss Mocha Frappe and Barista Cookie Crunch plus perennial favorites such as
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Cappuccinos, Mochas and Lattes in a variety of serve sizes. Besides coffee, the menu also boasts refreshing mocktails and 100% natural ice teas, freshly brewed and flavored with natural fruit extracts. The internationally acclaimed I Piaceri del Caff a fine collection of Lavazza designer Italian espressos launched in 2008 extended the Barista Lavazza franchise. Coffee and conversations often lead to food, which is why Barista Lavazza has a variety of eating options as well. The increasing number of health and fitness addicts prompted Barista Lavazza to launch natural foods and salads, along with fresh fruit smoothies and thirst busters. Its other health and low-calorie beverages and foods include a range of sugar-free and low-fat coffees smoothies, low-fat muffins and sandwiches, with speciality multi-grain breads and healthy fillings. The business and expatriate crowd is addressed in the form of healthy breakfast options branded, Quick Bites. The teens are enticed with sinful indulgences like the ever popular Dark Temptation and Wicked Brownie along with a delectable choice of sandwiches and a host of vegetarian and non-vegetarian snacks. Barista Lavazza also introduces special seasonal and occasional menus featuring innovative products like coffee cocktails with ground chocolate, cappuccinos with toasted almonds and hazelnut lattes. Barista Crme Lavazza Barista Lavazza's premium lounge format and the next level of luxury for the coffee connoisseur also has a fresh delistation with an elaborate food menu with wholesome breakfast options, international club sandwiches, healthy crisp salads, delicious pizzas, lasagnas and pastas. Those with a sweet tooth can indulge themselves in the most alluring desserts such as the sinfully delicious Tall Chocolate Cake and Blueberry Cheese Cake. Barista Lavazza also has a wide range of coffee merchandise like signature coffee blend

and plungers, coffee mugs, quirky steel coffee coasters, premium sippers so guests can take home the Barista Lavazza experience.

Recent Developments Having introduced India to the taste of fine Italian coffees Barista Lavazza decided to raise the bar by unveiling Barista Crme Lavazza its premium chain of cafs. Open early morning to late night, Barista Crme Lavazza pampers guests with plush lounge seating, personalized table service, fine coffees and a deli station that tosses up everything from fresh salads and hearty sandwiches to pizzas, pastas and desserts. With fifteen Barista Crme Lavazza's across India and more underway, the new lounge caters to the needs of today's savvy and well-travelled customers. The success of Crme was swiftly followed by a corporate and highway model as well. Barista Lavazza itself has been ramped up. 45 outlets now offer Wi-Fi while 75 offer blue-fi for today's mobile and SMS-happy generation. Barista has entered into alliances with premium hotels and has launched espresso bars at Taj properties across India. The company also plans to launch a new concept bar called Pavement Bar at the Taj poolside, which would be a 24-hour coffee shop. Tie-ups have been done with Planet M and PVR Cinemas. Promotional associations are also done with CNBC, Singapore Airlines and Evian. Promotion Barista Lavazza started out with no publicity; the espresso bars were themselves the advertisements. The posters, tent cards and ambient graphics inside each espresso bar did all the talking, in a tone of voice that was witty, warm and welcoming. The rest happened through word-of-mouth, creating a group of loyalists along the way, for whom Barista
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Lavazza today is more than just a habit. To keep things fresh for its customers, Barista Lavazza runs in-store promotions from time to time. Besides independent initiatives, Barista Lavazza has also associated with great brands to enhance guest experience with relevant and valuable offerings. In recent times, innovative product placement strategies have also allowed Barista Lavazza Espresso Bars to appear in commercials and feature films. Customers always find something new to look forward to at Barista Lavazza. From special menus created for Valentine's Day to the Friendship Jam involving contests and activities, there is something exciting always happening here. Barista Lavazza tops it all with live music performances, tarot card reading, handwriting analysis sessions, makeovers and caricature artists. Barista Lavazza with its penchant for always offering better than the best brings to its guests a week full of fun, frolic and mirth. Barista Lavazza celebrated Friendship Week allowing guests to soak in the joy of camaraderie. The guitar at Barista Lavazza has always been popular amongst its regulars. Barista Lavazza took the guitar association further in 2009 and gave its guests an opportunity to become famous through their music. Barista Lavazza believes in enhancing customer experiences by focusing on multiple touch-points the design of the store, the level of its service and the quality of its products. The brand regularly refreshes its store look and menu to keep up with changing consumer trends. Barista Lavazza also focuses on themes and avenues that complement coffee, such as music, art and books. Brand Values Barista Lavazza does everything to make its guests feel comfortable and welcome. The brand serves nothing but the finest Arabica coffees and cuisines that are simply outstanding value. Friendly and efficient brew masters serve with a smile while a

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cheerful, interactive ambience makes guests wish their coffee breaks could last just a little bit longer. To share the cup of joy, Barista Lavazza has always stuck to its Italian roots, guarding them zealously to ensure that its espresso bars reflect the warmth and character of traditional Italian coffee houses. In the process, the brand has simply become the place 'where the world meets'. Barista Lavazza's mission is to deliver the highest levels of experiential service, maintain consistency, deliver top quality products and become an organization that is driven by an insatiable thirst for excellence. Competitors

Cafe Coffee Day - As of 2011, out of 1400 coffee shop retail outlets registered in India, 1016 belong to Cafe Coffee Day (CCD). In order to increase CCD's market presence in India and abroad, Coffee Day Holdings, the parent company of CCD, has secured investments totaling million from UK based firm Standard Chartered Private Equity Limited and US based private equity and venture capital firm New Silk Route Partners. CCD is expanding their market reach through brand extension by launching mineral water, cookies, and chips under their brand name. Barista has added a variety of cookies, chocolates and ice creams to their offerings under the same principle. While CCD's competitors like Barista Lavazza and Costa Coffee focus on the top 20 percent of the Indian consumers, who are able to afford over per espresso drink, CCD caters to all except the lowest 25 percent.

Costa Coffee - Despite Costa Coffee having only 40 outlets operational across the country as of 2010, Barista Lavazza is facing stiff competition from Costa Coffee.

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Costa Coffee is an urban chain and location plays a crucial role in its business plan. Although it made a few mistakes such as replicating the UK model in India and opening stores at expensive locations when it came to India in 2005, it has managed to bounce back. Their most profitable venture is from off premise business wherein they set up kiosks at marriages, seminars, and meetings. In the last quarter of 2009, Costa saw a profitable 24 percent growth.

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BIBLIOGRAPHY Books Swapna Pradhan, Retail Management, 2nd Edition, The McGraw Hill Companies

Internet

http://en.wikipedia.org/wiki/Barista http://www.superbrandsindia.com/images/brand_pdf/consumer_3rd_edition/Barista% 20Lavazza.pdf http://en.wikipedia.org/wiki/Barista_Lavazza

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