


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, well known for its award-winning training materials and business consulting services, announces the opening of the American Barista and Coffee School (ABC's) in Portland, Oregon.
ABC's is the first school in the country devoted to coffee business education and hands-on barista training. At ABC's, students will learn in both a classroom and lab setting the fundamentals of successful coffee business management and proper beverage and food preparation techniques. Classes include a 5-day intensive seminar for new startups, a two-day seminar for existing retailers, a two-day hands-on workshops for baristas, and specially designed seminars for corporations. The first classes for new start-ups were held May 17 through May 21. For current class schedules, visit American Barista and Coffee School.
Industry support for the school has been overwhelming. "When we were thinking about opening the school, I talked to numerous companies in the industry to get their feedback," said Bruce Milletto, president of Bellissimo, Inc. and Founder of ABC's. Every single person I spoke to reinforced the idea that the specialty coffee industry needed this type of learning center. After explaining my vision, 30 of the most highly respected companies within the industry pledged their sponsorship support for the school. I am amazed by the spirit of cooperation."
In the future, ABC's will offer origin retreats, Barista Slams, maintenance and repair seminars and special classes for food and beverage directors, micro-roasters and consumers. Visit www.coffeeschool.org for current class schedules, pricing and information on planning travel.
Bellissimo is well known in the specialty coffee industry as the producer of the award-winning videos Espresso 101, Espresso 501, The Passionate Harvest, Everything BUT Coffee and Spilling the Beans. Bellissimo is also the publisher of the business manuals Bean Business Basics, Opening a Specialty Coffee Drive-thru and Achieving Success in Specialty Coffee. Bellissimo's worldwide client list includes Fortune 500 companies as well as American and International entrepreneurs.
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 |
