Go west, ragazzo!
Italian coffee giant Illy has big plans for the USA
![Italian coffee giant has big plans for the USA](https://bureau-italia.nl/wp-content/uploads/illy-coffee-bureau-italia.png)
Whatever happens, we keep drinking our coffee. But the way we consume coffee is changing, says Andrea Illy. In an interview with @Corriere della Sera Andrea Illy laid out the Italian company’s plans for the States and our changing coffee habits.
Lasting change
Lockdowns ensured that we’re drinking more coffee at home. A lasting change as a result of new work attitudes and realities, i.e smart working: we’ll be drinking less in the office, more elsewhere. Two cups at home, one out, according to mr. Illy. Online platforms will change, specialized e-tailers and online sales of cups will grow.
Growth in the USA
Mr. Illy laid out Illy’s big plans, which is where private equity company Rhone Capital comes in. Goal: to finance growth in the USA, world’s biggest coffee market. Which currently makes up 20% of Illy’s turnover. They’ll focus on big cities, stations and airports. More expensive than working with international partners – as was the original plan from a year ago – but also with bigger margins. To convince Americans Illy will have to step away from the espresso format, and offerAmerican-style coffee.
And China?
And China? Illy is already selling in 16 Chinese cities and has a company based in Shangai. Per capita consuming is still down compared to western markets. Coffee heads will trun east eventually, but for now: Go West, ragazzo!
Zelf zakelijke plannen met Italië? Bureau Italia helpt je! Zie voor meer informatie: Diensten.