your key to success in the specialty coffee industry

articles by Bruce Milletto and Bellissimo staff for fresh cup magazine

Fresh Cup
Killer Cafe Design by Matt Milletto: Barista MagazineItaly by Matt Milletto: Barista Magazine Carts & Kiosks by Matt Milletto: Barista Magazine Coffee Training with Industry Expert Bruce Milletto: SCAA Chronicle Conference Flashback: SCAA Chronicle, by Matt Milletto WBC 2007 Japan by Bruce Milletto The Land of the Rising Coffee Culture by Bruce Milletto Signing a Lease by Bruce Milletto Your Entire Business is Marketing by Bruce Milletto Your Business Plan by Kris LarsonOperational Systems by Ed Arvidson The Fall of Rome, and Now...The Italian Cappuccino Investing in your Baristas, part II: Hiring Training Employees by Matt Milletto Investing in your Baristas, part I: Hiring and Training a Great Team by Matt Milletto World Barista Championship Recap World Espresso Stop: Greece The Long Voyage: Italian Coffee's Route to U.S. AcceptanceCafé AmbianceDemitasse From Around the World Italy's Cafés: A Retrospective Greek Coffee: The Water is Wide Sharing the Wealth: Using Cross-Marketing to Build Community Profits Business Basics: Perfection-No LessBusiness Basics: Creating Art from a Pitcher of Milk Business Basics: Who is your customer? Business Basics: Importance of Logo Branding and Promotion Business Basics: Frequently Asked Coffee Questions Business Basics: Internet Marketing for the Coffee or Tea Retailer Business Basics: Why Marketing Works Business Basics: A Retailer's Guide to Trade Shows & Conferences Business Basics: A Drive Through Small-Town USA Business Basics: The Social Science of the Bean

Latest Bellissimo News

05.01.05 | Specialty Coffee Association of America Honors Bellissimo Book

The Bellissimo marketing manual Effective & Essential Marketing for the Specialty Coffee Retailer was honored as Winner Best New Product - Education/Training Product - SCAA 2005 at the Specialty Coffee Association of America's 17th Annual Conference & Exhibition held April 15 - 18 in Seattle, Washington.

The award-winning book gives coffee retailers the tools they need to use their passion for coffee and their distinct advantage as a local business to compete effectively against the corporate giants and achieve maximum profitability

"At Bellissimo we always strive to stay ahead of the curve by developing the best training products possible for the specialty coffee industry," said the book's author Bruce Milletto, president of Bellissimo Coffee InfoGroup. "It is rewarding and valuable when you are honored by an organization such as the SCAA for a product meant to help the backbone of our industry - the retailers.

The book includes chapters on competing with the chains; branding and identity; cross marketing and partnering; store design and ambiance; promotions and special events; guerilla and Internet marketing; defining your customer base; hiring and training employees; and marketing small wares, menu and retail items, politically conscious, earth-friendly products and coffee beans

"In order to compete in this industry, retailers need to do more than just open their doors - they need to learn how to market their businesses," said Milletto. "Thoughtful attention to promoting a coffee business can mean the difference between becoming your community's "third place" and being in third place."

Effective & Essential Marketing for the Specialty Coffee Retailer  retails for $69.95, but is currently on sale for $59.95. Wholesale discounts are available.

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