


Bruce Milletto, CEO of Bellissimo Coffee InfoGroup and a leading industry watcher, thinks the company's motivation is more basic: Starbucks is returning to its roots as a comfortable "third place," a living space that goes beyond the home and the office. "People want to have ‘their' coffee bar, and they want to have ‘their' coffee," says Milletto, who remembers when Starbucks was a hip chain of four or five shops. "Starbucks has realized that's a niche they're no longer filling."
Bruce goes on to say, "Once you have thousands and thousands of stores, it's difficult to have consumers look at you in the same way," Milletto says. "I think in coffee, the small independent will always win out if it's doing a fantastic job."
Though the recession has hurt some coffee sales, it hasn't ended
Americans' move toward higher-quality coffee, says Bruce Milletto,
president of Bellissimo Coffee InfoGroup, which provides consulting and
training to the industry. "Our taste buds have memories," Milletto
says. "Once you drink a really excellent cappuccino, it's very hard to
go back even to a chain store that may be using automatic machines."
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Bellissimo Coffee InfoGroup, the specialty coffee industry's leading consulting company and producer of award-winning training books and DVDs, has hired Jared Mockli as a Senior Consultant and Training Specialist.
Mockli will assist Matt Milletto, Bellissimo's Consulting Director and the Director of The American Barista & Coffee School (ABC's), in coordinating Bellissimo's individual and corporate consulting programs. In addition, he will be a lead instructor at ABC's, focusing on barista training and latte art.
"Jared is a dynamic individual and will be an asset to our company," said Milletto. "Jared is known as one of the best trainers in the industry, and his addition to our staff will make it possible for us to better serve ABC's students and our consulting clients."
Prior to coming to Bellissimo, Mockli managed a high profile coffeehouse in Seattle. In 2002, he was voted "Best Barista in West Seattle" by readers of the West Seattle Herald and one of "Seattle's Favorite Baristas" by the readers of the Seattle Times. In 2003, Mockli became the Executive Director of the Seattle Barista Academy, where he was responsible for the design and implementation of the school's curriculum.
"I have long respected and admired Bellissimo's passion and commitment to advancing the specialty coffee industry, not only in the United States, but around the world," says Mockli. "I am very excited to be working for a company that I can take great pride in and where I can use my years of experience to contribute to the continued excellence and growth of Bellissimo and ABC's."
Starting a Coffee Shop Business Podcast
Produced by Startingabiz.com | June 30th, 2009
Bruce Milletto, president of Bellissimo Coffee InfoGroup and founder of the American Barista and Coffee School, offers his insight about how to start a coffee business to podcast host Matt Thomas of StartingABIZ.com. Bruce offers expert advice about getting started, choosing a location, picking the right coffee and espresso equipment, and more. [24 minute podcast]
Click here to listen to Starting a Coffee Shop Business Podcast
For the second time in two months, Matt Milletto, Vice President of Bellissimo Coffee InfoGroup and Director of the American Barista & Coffee School, defends the independent retailer on NATIONWIDE TV! As Matt says, "No, it is not all about price but quality." Click here to view feature on Fox Business News.
| The art of the Latte |
