Introduction

The word barista is an Italian word, and in Italian, a barista is a male or female

"bartender", who typically works behind a counter, serving both hot drinks (such as

espresso), and cold alcoholic and non-alcoholic beverages, not a coffee-maker

specifically. Barista, is a chain of coffee shops established in the year 2000. Barista

Lavazza is a chain of espresso bars in India. Established in February 2000 under the

name Barista, it was taken over by Lavazza, Italy's largest coffee company in 2007.

Barista Lavazza is noted as a pioneer of Indian café culture. It is the chain of espresso

bars delivers a truly Italian coffee experience in warm, friendly and relaxed environment.

It aims to provide a comfortable place for people to unwind over interesting

conversations and a cup of coffee. Barista Lavazza consists of young adults, who are

exposed to global lifestyles and appreciate the authentic flavors and tastes of coffee. At

last count, the Barista Coffee Company Limited has over 200 Barista Lavazza Espresso

Bars and Barista Lavazza Crèmes in over 30 cities across India.

History

Barista Lavazza is noted as a pioneer of Indian café culture. The Barista Lavazza chain of

espresso bars delivers a truly Italian coffee experience in warm, friendly and relaxed

environments. It aims to provide a comfortable place for people to unwind over

interesting conversations and a cup of coffee. In the main, Barista Lavazza clientele

comprises young adults exposed to global lifestyles and appreciative of the authentic

flavors and taste of coffee. Currently over 230 Barista Lavazza Espresso Bars and Barista

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Crème Lavazza's dot 30 cities in India and in several locations across Sri Lanka,

Bangladesh, Oman and the UAE. The brand traces its origins back to 1895, when Luigi

Lavazza purchased a little grocery store, Paissa Olivero, in the old commercial section of

Turin for 26,000 Italian Lire, about US$ 20 at current prices. In the early 1900's, he

invented the concept of the blend – a complex art of mixing coffee of different origins to

obtain a distinctive taste and harmonious flavor in the cup. Before the turn of the century,

the name Lavazza evolved into an international powerhouse and became the unofficial

ambassador of Italy.

Today, it is a legendary name recognized across the world as the symbol of Italian

espresso. Back in Italy itself it enjoys an impressive 47% share by value in the Italian

retail market (Source: Nielsen). It operates in over 90 countries in the home- and away-

from home sectors comprising foodservice, vending and cafes.

The company has 130 outlets across India and planned to add another 50 in the year

2004. Besides the Indian sub-continent, Barista Lavazza also has cafes in locations across

Sri Lanka, Oman and the UAE. Barista is owned by Lavazza, Italy's largest coffee

company. Lavazza, the sixth largest coffee roaster in the world, has a 46.5% share in the

Italian retail market (value, source: Nielsen) and operates in over 80 countries in the

Home and Away-from-Home sectors (Foodservice, Vending and Cafes). Turner

Morrison has 60% stake in Barista Coffee Company Ltd., with Tata Coffee holding 34%

and the remaining 6% being held by the employees. International sales accounted for

10% of the business in the year 2004.

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About Barista Café

Barista is the first coffee retailer in India to start a loyalty programme, Bean-o-holic, to

attract and retain customers. Baristas generally operate a commercial espresso machine,

and their role is preparing the shot and pulling the shot; the degree to which this is

automated or done manually varies significantly, ranging from push-button operation to

an involved manual process. Espresso is a notoriously finicky beverage, and thus good

manual espresso making is considered a skilled task. Further, preparation of other

beverages, particularly milk-based drinks such as cappuccinos and lattes, but also non-

espresso coffee such as drip or press pot, requires additional work and skill for effective

frothing, pouring and most often latte art. Preparing the shot involves adjusting the grind

of the beans, dosing (the amount of coffee used in the shot), tamping (pressing down the

espresso in the basket), and often other preparation of the grounds (such as leveling,

tapping, or stirring), with the goal of obtaining a desired extraction. Failures can range

from slight errors (too bitter or too weak) to significant errors (undrinkably harsh or

watery) to complete failure (espresso does not brew successfully, water sprays

everywhere, etc.), and thus good espresso-making is valued by connoisseurs.

The barista usually has been trained to operate the machine and to prepare the coffee

based on the guidelines of the roaster or shop owner, while more experienced ones may

have discretion to vary preparation or experiment, and a seasoned veteran will of course

need little training beyond specifics of equipment and beans used and the shop's

preferences. Beyond the preparation of espresso and general bartending skills, skilled

baristas acquire knowledge of the entire process of coffee to effectively prepare a desired

cup of coffee, similar to how a sommelier is familiar with the entire process of wine

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making and consumption. This knowledge includes the correct operation, maintenance

and programming of the machine, grinding and tamping methods, extraction times, water

temperature and quality, micro milk frothing, free pouring, latte art, roasting, coffee plant

cultivation, drying methods, correct storage, renewable methods of disposal, recycling of

the coffee and packaging used. A barista can acquire these skills by attending barista

training classes, but they are more commonly learned on the job.

Every Barista café aims to recreate an ambience and experience of the typical Italian

neighborhood espresso bar in India. While Espresso forms the bases of all coffees, there

are infinite variations to suit every taste. The interiors are bright, trendy and comfortable.

It also offers games which aim at promoting an interactive, social environment. At

Barista Lavazza, they do all that they can to make every guest feel comfortable and

welcome. They serve the finest Arabica coffees and cuisine at great value prices. They

have friendly and efficient brew masters who believe in service with a smile. And

provide a cheerful, interactive ambience that makes guests wish their coffee breaks lasted

just a little bit longer.

They have always stuck to their Italian roots, guarding them zealously to ensure that their

espresso bars reflect the warmth and character of traditional Italian coffee houses.

Their aim is to passionately deliver the highest levels of experiential services. Maintain

consistency in serving the highest quality products and become a globally competitive

organization one that is driven by an insatiable thirst for excellence. The coffee chain

initially targeted the premium segment of the market with its high pricing. However, the

company went in for a 15 to 30% price reduction in 2003, following which there had

been a 47% increase in footfalls. The company claims that in December 2003 Barista

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experienced a 21% per-store increase in footfalls over the year 2003, with the number of

footfalls for the year 2004 totaling 14 million.

They believe the people best define them as: talented, young and passionate. And they

have structured themselves to help each one of them bring out their best. Barista Lavazza

has a set, 14 days rigorous training procedure for each employee. With training modules

customized to fit the professional needs of each employee. In the case of their brew

masters, the training programmes are drawn up and conducted by the trainers who have

been trained by Italian brew master.

In promoting an 'Experiential Lifestyle Brand', perhaps most important of all is the

customer interface. Each Barista Lavazza employee must therefore possess the passion

and motivation that expresses the brand. This can only come with a sense of ownership.

A flat management structure provides ample stimulus for ideas and growth.

At Barista Lavazza, their objective is to provide an authentic Italian coffee drinking

experience in a warm, friendly, no pressure environment. What makes their coffee 'Truly

Italian' A perfect Espresso is the heart of every coffee at Barista Lavazza. The espresso

itself is a concentrated coffee beverage brewed by forcing very hot (but not boiling) water

under high pressure through ground coffee. They use the Italian method of creating our

espresso as it is the best way to extract the flavor & aroma of coffee beans. For them,

espresso making is an art. Great care, attention & skills are employed to make the perfect

brew. To make the perfect espresso they ensure the 4 M's are in place:

La Machine: The Machine

La Miscela: The Blend

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La Macinatura : The Grinding

La Manualità : Your Touch

They also try and ensure consistency in the espresso delivery. There are four distinct

features that make up a good espresso; the flavors, the aroma, the crema and the texture.

At Barista Lavazza they follow rigorous training process to ensure the passion of

espresso making is deep rooted among all brew masters. Each Barista is certified in the

art of coffee making to ensure the guests receive the perfect cup of coffee.

Why is the Barista important to the Company?

At Barista Lavazza, they use the Italian method of brewing coffee with finest Arabica

beans. When the guest places an order for a cappuccino, the Barista (or brewmaster)

grinds a fresh batch of coffee, brews it manually using an Italian coffee machine and

serves the espresso with steamed and frothed milk.

The process is very person dependent. A Barista can make a considerable difference to

the final product. If he is not properly trained, the coffee may taste burnt or over / under

brewed. On the other hand if he is passionate about the coffee he can make a huge

difference by brewing the perfect cup and creating latte art (the pattern on the froth of the

coffee which is done through skilful pouring of the milk). They believe in the 'Art of

Espresso'. A beautifully made cup of coffee can make all the difference.

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Logo

Market

Coffee is no stranger to India. It has been around since the 17th century with

consumption initially limited to the southern region of the subcontinent. But that's all

changed now. Indian consumers have evolved. They are exposed to international trends

through films, advertising, youth community sites and personal blogs. Global brands have

coloured their retail landscape, along with hyper malls and cineplexes. This has elevated

the out-of-home experience for them leading to an increase in demand for innovative,

sophisticated products and more significantly, speciality cuisines and beverages. With

more disposable incomes to spend on food, retail and entertainment the young are

'hanging out' more often, thus giving rise to a contemporary café culture. As a result,

coffee has made its way across the Indian landscape rooting itself in the lifestyles of both

the young and the old. Research has revealed that the people who visit cafés want more

than a cup of coffee. They want an interactive experience, in an ambience that is friendly,

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comfortable and warm. Each Barista Lavazza Espresso Bar is a consequence of this

knowledge. It's a place where people can spend time with friends, family or even by

themselves enjoying authentic coffee in an inviting, enriching and an unobtrusive

environment.

Achievements

Barista Lavazza's leadership position can be attributed to a remarkable expertise in

speciality coffee. Added to sound technical competence, an evolving retail experience, a

growing distribution network and top-end maintenance support and it's easy to see why

the brand has retained its numero uno position. Recognition was swift in coming. BBC,

The Times of India and Business Standard all named it the Brand of the Year. Barista

Lavazza also received the TOPS Award for Speciality Coffee Excellence by the

Speciality Coffee Association of America (SCAA) which recognises speciality coffee

retailers who differentiate themselves through better business practices. It was ranked by

the HT Food Guide as the Best Place to Have Coffee and was honoured with the Café of

the Year accolade by The Times Group – in the Times Food Guide. For three successive

years, Barista Lavazza was also voted a Superbrand while Images Retail Forum, 2007/08

awarded it the Most Admired Retailer of the Year – Catering Services. Enthused by its

growth over the past 5years, Barista aimed to be the world’s number 2 fine coffee-café

chain within the next 10 years. This is after Starbucks, which has 6,000 cafes across the

world. Barista Lavazza received the Times Group and Business Standard 'Brand of the

year' award in 2002.

Product

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Barista Lavazza serves an indulgent range of coffees straight from its international

offerings: hot coffees with exciting flavors such as the Hazelnut Mocha and the

bestselling Cappuccino Cookie 'n' Cream, signature cold coffees such as Barista Blast,

Swiss Mocha Frappe and Barista Cookie Crunch plus perennial favorites such as

Cappuccinos, Mochas and Lattes in a variety of serve sizes. Besides coffee, the menu

also boasts refreshing mocktails and 100% natural ice teas, freshly brewed and flavored

with natural fruit extracts. The internationally acclaimed I Piaceri del Caffè – a fine

collection of Lavazza designer Italian espressos – launched in 2008 extended the Barista

Lavazza franchise. Coffee and conversations often lead to food, which is why Barista

Lavazza has a variety of eating options as well. The increasing number of health and

fitness addicts prompted Barista Lavazza to launch natural foods and salads, along with

fresh fruit smoothies and thirst busters. Its other health and low-calorie beverages and

foods include a range of sugar-free and low-fat coffees smoothies, low-fat muffins and

sandwiches, with speciality multi-grain breads and healthy fillings. The business and

expatriate crowd is addressed in the form of healthy breakfast options branded, Quick

Bites. The teens are enticed with sinful indulgences like the ever popular Dark

Temptation and Wicked Brownie along with a delectable choice of sandwiches and a host

of vegetarian and non-vegetarian snacks. Barista Lavazza also introduces special seasonal

and occasional menus featuring innovative products like coffee cocktails with ground

chocolate, cappuccinos with toasted almonds and hazelnut lattes. Barista Crème Lavazza

– Barista Lavazza's premium lounge format and the next level of luxury for the coffee

connoisseur – also has a fresh delistation with an elaborate food menu with wholesome

breakfast options, international club sandwiches, healthy crisp salads, delicious pizzas,

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lasagnas and pastas. Those with a sweet tooth can indulge themselves in the most alluring

desserts such as the sinfully delicious Tall Chocolate Cake and Blueberry Cheese Cake.

Barista Lavazza also has a wide range of coffee merchandise like signature coffee blend

and plungers, coffee mugs, quirky steel coffee coasters, premium sippers so guests can

take home the Barista Lavazza experience.

Recent Developments

Having introduced India to the taste of fine Italian coffees Barista Lavazza decided to

raise the bar by unveiling Barista Crème Lavazza – its premium chain of cafés. Open

early morning to late night, Barista Crème Lavazza pampers guests with plush lounge

seating, personalized table service, fine coffees and a deli station that tosses up

everything from fresh salads and hearty sandwiches to pizzas, pastas and desserts. With

fifteen Barista Crème Lavazza's across India and more underway, the new lounge caters

to the needs of today's savvy and well-travelled customers. The success of Crème was

swiftly followed by a corporate and highway model as well. Barista Lavazza itself has

been ramped up. 45 outlets now offer Wi-Fi while 75 offer blue-fi for today's mobile and

SMS-happy generation. Barista has entered into alliances with premium hotels and has

launched espresso bars at Taj properties across India. The company also plans to launch a

new concept bar called “Pavement Bar” at the Taj poolside, which would be a 24-hour

coffee shop. Tie-ups have been done with Planet M and PVR Cinemas. Promotional

associations are also done with CNBC, Singapore Airlines and Evian.

Promotion

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Barista Lavazza started out with no publicity; the espresso bars were themselves the

advertisements. The posters, tent cards and ambient graphics inside each espresso bar did

all the talking, in a tone of voice that was witty, warm and welcoming. The rest happened

through word-of-mouth, creating a group of loyalists along the way, for whom Barista

Lavazza today is more than just a habit. To keep things fresh for its customers, Barista

Lavazza runs in-store promotions from time to time. Besides independent initiatives,

Barista Lavazza has also associated with great brands to enhance guest experience with

relevant and valuable offerings. In recent times, innovative product placement strategies

have also allowed Barista Lavazza Espresso Bars to appear in commercials and feature

films. Customers always find something new to look forward to at Barista Lavazza. From

special menus created for Valentine's Day to the Friendship Jam involving contests and

activities, there is something exciting always happening here. Barista Lavazza tops it all

with live music performances, tarot card reading, handwriting analysis sessions,

makeovers and caricature artists. Barista Lavazza with its penchant for always offering

better than the best brings to its guests a week full of fun, frolic and mirth. Barista

Lavazza celebrated Friendship Week allowing guests to soak in the joy of camaraderie.

The guitar at Barista Lavazza has always been popular amongst its regulars. Barista

Lavazza took the guitar association further in 2009 and gave its guests an opportunity to

become famous through their music. Barista Lavazza believes in enhancing customer

experiences by focusing on multiple touch-points – the design of the store, the level of its

service and the quality of its products. The brand regularly refreshes its store look and

menu to keep up with changing consumer trends. Barista Lavazza also focuses on themes

and avenues that complement coffee, such as music, art and books.

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Brand Values

Barista Lavazza does everything to make its guests feel comfortable and welcome. The

brand serves nothing but the finest Arabica coffees and cuisines that are simply

outstanding value. Friendly and efficient brew masters serve with a smile while a

cheerful, interactive ambience makes guests wish their coffee breaks could last just a

little bit longer. To share the cup of joy, Barista Lavazza has always stuck to its Italian

roots, guarding them zealously to ensure that its espresso bars reflect the warmth and

character of traditional Italian coffee houses. In the process, the brand has simply become

the place 'where the world meets'. Barista Lavazza's mission is to deliver the highest

levels of experiential service, maintain consistency, deliver top quality products and

become an organization that is driven by an insatiable thirst for excellence.

Competitors

Cafe Coffee Day - As of 2011, out of 1400 coffee shop retail outlets registered in

India, 1016 belong to Cafe Coffee Day (CCD). In order to increase CCD's market

presence in India and abroad, Coffee Day Holdings, the parent company of CCD,

has secured investments totaling million from UK based firm Standard Chartered

Private Equity Limited and US based private equity and venture capital firm New

Silk Route Partners. CCD is expanding their market reach through brand

extension by launching mineral water, cookies, and chips under their brand name.

Barista has added a variety of cookies, chocolates and ice creams to their

offerings under the same principle. While CCD's competitors like Barista Lavazza

and Costa Coffee focus on the top 20 percent of the Indian consumers, who are

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able to afford over per espresso drink, CCD caters to all except the lowest 25

percent.

Costa Coffee - Despite Costa Coffee having only 40 outlets operational across the

country as of 2010, Barista Lavazza is facing stiff competition from Costa Coffee.

Costa Coffee is an urban chain and location plays a crucial role in its business

plan. Although it made a few mistakes such as replicating the UK model in India

and opening stores at expensive locations when it came to India in 2005, it has

managed to bounce back. Their most profitable venture is from off premise

business wherein they set up kiosks at marriages, seminars, and meetings. In the

last quarter of 2009, Costa saw a profitable 24 percent growth.

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BIBLIOGRAPHY

Books

Swapna Pradhan, Retail Management, 2nd Edition, The McGraw Hill Companies

Internet

http://en.wikipedia.org/wiki/Barista

http://www.superbrandsindia.com/images/brand_pdf/consumer_3rd_edition/Barista%20Lavazza.pdf

http://en.wikipedia.org/wiki/Barista_Lavazza

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