


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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With the opening of an American Barista & Coffee School [ABC’s] affiliate school in Beijing, China in September of 2009, ABC’s becomes the first U.S. coffee school to expand into the International arena.
Currently, ABC’s is the premier professional coffee school in the U.S., and the first in the history of the specialty coffee industry to offer a complete coffee business educational course combined with hands-on barista training. To date, ABC's has graduated 600+ students for 47 states and more than 40 countries around the world.
Bruce Milletto, founder of ABC’s and Matt Milletto, the school’s Director, traveled to Beijing in August to set up the China Barista Coffee School [CBC] and train the CBC staff prior to the school’s grand opening on September 2.
“Opening an affiliate school in China is a major step forward for Bellissimo and The American Barista & Coffee School,” said Bruce Milletto. “ABC’s has become the first coffee school in the world to establish an international brand, and to do so in a country that is on the cutting-edge of an explosive coffee market is very exciting."
The ABC’s curriculum was modified to fit the particular needs of the Chinese specialty coffee industry, while staying true to the ABC’s model. The CBC training center features more than ten two-group espresso machines, each from a different manufacturer. ABC's representatives will travel periodically to China to insure CBC and their trainers are meeting the standards set by ABC's for its affiliate schools.
“I was excited to see so many passionate baristas in China,” said Matt Milletto. “I had the opportunity to train and work with 12 of the top regional barista competition winners, who were very eager to learn more about great coffees and how to present them. I see huge growth potential in China’s coffee industry in the coming years, and we are thrilled to have an ABC’s presence in Beijing and to expand our global reach as educators.”
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 |
