your key to success in the specialty coffee industry

articles by Bruce Milletto and Bellissimo staff for fresh cup magazine and other publications

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 Larson Operational 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. Acceptance Café Ambiance Demitasse 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 Less Business 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

Bruce Milletto Comments on Starbuck's new "Independent" Coffee Shop Concept in November Entrepreneur Magazine

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."

Click here to read full article

Bruce Milletto Comments on State of the Specialty Coffee Industry in Business Week

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

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.

Essential information for existing retailers and anyone considering a career in retail specialty coffee

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

Matt Milletto Once Again Defends the Independent Retailer on Fox Business News

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.

ABC's Featured in The Oregonian On-line!

The art of the Latte

07.23.08 | Matt Milletto Comments on the Specialty Coffee Industry for Fox Business News


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