European Coffee Symposium 2009, Vienna| Flagship Allegra Event



Vienna, 9 October 2009 – Allegra Strategies’ European Coffee Symposium 2009 at the Hofburg Imperial Palace in Vienna brought together many of the most celebrated names of the European coffee shop and food to go sector and featured thought provoking speeches from the top leaders within the industry. Speakers included Darcy Willson-Rymer, Managing Director of Starbucks UK & Ireland, Jim Slater, Marketing Director of Costa Coffee and Nadine Beshir, General Manager of coffee shop chain, Cilantro Café.

Jeffrey Young, Managing Director of Allegra Strategies, presented key findings from Allegra’s Project Café9 Europe report. Covering 22 countries, this report is the most comprehensive study ever undertaken on the European branded coffee shop sector. Insights include:

The Symposium highlighted fundamental topics currently demanding and shaping the European branded coffee shop sector:

Embracing the rising competition within the European branded coffee shop sector

McCafé has expanded rapidly within the European branded coffee shop market, opening as many as 239 outlets across Europe in the last 12 months. Marketing Director of Costa Coffee, Jim Slater, argued that more aggressive competition within the branded coffee shop market will agitate the market. McCafé has broadened the market and encouraged a wider consumer profile to enjoy and become knowledgeable about coffee. The result is increased pressure on all branded coffee shop operators to provide consumers with great coffee rather than just good coffee.

The importance of creating the right coffee shop customer experience

Coffee shop experience has become more important to consumers who seek a ‘third place’ environment. Nadine Beshir, General Manager of Cilantro Café, described the ‘spirit of Cilantro’. The introduction of a magazine written by consumers for consumers, the availability of phone chargers and the presence of communal tables in Cilantro coffee shops, all strengthen the concept of community.

David Anderson, Co-founder and Director of Cada Design Group and Lewis Allen, Director of Environments at Portland Design Associates, expressed the need to challenge the design of our social environments. Anderson argued that an exciting breed of independents have put the ‘culture’ back into ‘café culture’, placing branded coffee shop chains under pressure to offer the values of a quality independent whilst at the same time retain the consistency of product and in-store execution of a branded chain. He used Starbucks’ 15th Avenue Coffee and Tea as an example of the move branded chains are making towards developing more community spaces.

The provision of fairly traded coffee and engagement in environmental initiatives

The Symposium finished with a lively debate on the topical issue of sustainability within the European branded coffee shop sector, led by a panel which featured Martin Hill, Director of Commercial Relations, Fairtrade Foundation, Marcel Clement, European Marketing Manager, Rainforest Alliance and Dr. Peter Griffiths, a leading marketing economist. Dr. Griffiths debated the controversial claim that the large certifying bodies do not necessarily provide fair prices to all coffee farmers in coffee growing countries.

The debate aside, Allegra’s research reveals that the issue of sustainability and the desire from consumers for coffee shop operators to engage in environmental initiatives and offer ethical coffee remains strong across Europe. Demand for such products is expected to increase in line with global economic recovery, when consumers are more willing to pay a premium price for a cup of coffee.
 
The European Coffee Symposium 2009 was a landmark event. Speakers offered their expert industry knowledge, provoking thought and discussion amongst delegates and fellow speakers.

European Coffee Symposium – Award Winners

Allegra Strategies is delighted to announce the following award winners:
Company Awards

‘Most Admired Coffee Chain Brand’ Germany & Austria – McCafé
‘Most Admired Coffee Chain Brand’ France – Starbucks Coffee Company
‘Most Admired Coffee Chain Brand’ UK & Ireland – Caffè Nero
‘Best Performing Chain’ Europe – Costa Coffee
‘Best Industry Supplier’ Europe – Matthew Algie
‘Most Ethical Company’ Europe – Starbucks Coffee Company
‘Most Innovative Product or Brand’ – Nespresso

Individual Awards
‘Lifetime Award’ – Simon Hargraves, Pret A Manger (UK)

Outstanding Contribution to the European Coffee Industry’
James Hoffman, Square Mile Coffee (UK)
Dr. Steffen Schwarz, The Coffee Store (DE)
Katarzyna Tondera-Rokkan, Co-founder Coffeeheaven

Notes for Editors
Allegra Strategies is a London-based management consultancy and has accurately predicted trends in the UK branded coffee shop market since 1999. Allegra is recognised as one of the global leaders in coffee sector and foodservice research.

For further information on this event or to find out more about The Allegra Food Strategy Forum please call Yvette Mackenzie on 020 7691 8842 or email yvmackenzie@allegra.co.uk

www.europeancoffeesymposium.com