Italian-based coffee company, Illycaffè, plans to add a dozen coffee shops to its US brick-and-mortar footprint this year. Currently, the company has 20 locations across America.
The founder of Illycaffè, Mr. Illy, believes that the US market needs an authentic Italian coffee brand. The coffee industry has become saturated in the US, however, Illycaffè offers a point of differentiation that emphasizes their quality and authenticity. Instead of providing sugary coffee drinks, they serve bold cups of espresso.
With their US expansion, the company hopes to expand their network and distribution coverage, while focusing on brand awareness. Illycaffè’s store concept will follow this idea closely as well, with an experiential model. Mr. Illy plans to create a space where consumers can learn about the brand and take part in a visual experience while coffee tasting.
Although flavored coffee products have become a recent trend, Illycaffè strives to stray away from that. They will stick with their same quality beverages and expertise they have always known – espresso. They don’t need the flavored products because their coffee is already flavored with 100’s of fine quality aromas.
Illycaffè will aim to meet the demands of consumers, but only to a certain extent. They never want to stray away from the true authenticity of their brand.
The company has been owned by the same Italian family for over nine decades, and they have carved out a niche in Italy and other European markets. And now, they are making their way to the US as a huge opportunity for brick-and-mortar growth initiatives. With their credibility and community-focused mindset, it’s likely this brand will thrive beyond Europe.
Source: Illycaffè – WSJ
Photo Credit: Illycaffè – WSJ
