


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."
Click here to read full article
They may not know that the city is home to such giants of the magazine publishing world as Fresh Cup, Barista Magazine and Roast. Or that one of the premier institutes of higher latte learning, The American Barista & Coffee School, operates out of an old brick warehouse on the Willamette River's east bank.
There, surrounded by hulking espresso machines that purred and hissed like cats during a class earlier this week, Bruce Milletto pronounced: "Portland has become the epicenter of coffee in the U.S."
Such a grandiose proclamation might sound boosterish. But Milletto, the coffee school's president, sees small roasters setting up shop in Portland and students traveling from around the globe to attend courses for home coffee brewers, coffeehouse owners, novice baristas and those aiming to compete in such events as this weekend's big barista smackdown.
Concurrent with the championship, the school this week offered two workshops, one in sensory skills for coffee pros and one in the heady details of latte art.
Nine students tied black aprons around their waists and gathered 'round as instructors Jared Mockli and Matt Milletto, Bruce's son, explained the fine points of crafting lattes so lovely they could show in any First Thursday art walk.
Matt Milletto, the school's training director, is bearded, vested and moves around his classroom with all the confidence of an Ivy League professor or a Renaissance man, weaving chemistry with physics and economics with aesthetics. Each of them matters, as any barista worth her nutmeg knows.
He explained that in order to pour a perfect latte, the coffee must be top-notch, like Stumptown's Hair Bender blend, and used, ideally, within two to eight days after roasting. Grind only enough for the beverage you're making, he advised. Level the grounds in the portafilter basket with a smooth sweep of the hand, tamp it down and introduce it to a glistening, Italian-made espresso machine. When they've said buon giorno, extract a smooth stream of crema, or rusty espresso, into a pre-heated ceramic cup.
Click here to read full article and to watch ABC’s Matt Milletto and Jared Mockli teach latte art.
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 |
