This year senior executives from across the Pan-European branded coffee shop and food-to-go market gathered in the exciting coffee city of Istanbul for Allegra’s seventh European Coffee Symposium (25-26 November 2014).
The event welcomed more than 400 industry leaders at The InterContinental hotel for a jam-packed two day programme – combining a tailored Supply & Innovation Day, a host city Study Tour, a prestigious European Coffee Awards evening and the highly thought-provoking European Coffee Symposium (conference).
The European Coffee Symposium is the only event dedicated to the growing Pan-European coffee shop and food to go industry – now estimated at 15,626 outlets with a turnover in excess of €16 billion turnover (source: Allegra Strategies, Project Café14 EU report).
Conference Outline
Titled ‘Beyond Borders – From Home Markets to Globalisation’ the conference programme provided delegates with fresh ideas, actionable business insight, inspirational case studies, excellent networking opportunities and lively debate.
Jeffrey Young, Managing Director, Allegra Strategies, began the day with his keynote speech presenting the findings of Project Café14 EU, and was followed by some of the biggest players in the coffee industry – representing the American, British, Turkish, Australian and Scandinavian markets.
During his speech ‘Current and Future Marketplace: Latest Insights from Allegra’s Project Café14 Europe’ Jeffrey outlined current market statistics, factors to consider in individual markets (“The Little Principle”), coffee mega trends, as well as future outlook.
He gave a 360 degree summary of the European coffee shop industry, providing invaluable insight and market statistics from the definitive report.
Key Topics Explored
The conference line-up saw some of the most influential speakers take to the stage to discuss the conferences main focus areas, including:
- Key learnings from pioneering markets
- Opportunities businesses can seek abroad from geographical diversification
- Growth markets, with a particular focus on the Turkish market
- Managing global supply chains
- Adapting your offering for new markets / consumers
- Product innovation
- Inspiring consumer behavioural change
Compelling Speeches
Isik Kecici Asu, Founder, Director and Board Member – Infinity Invest Holdings (Caffè Nero Turkey and Özsüt): ‘A Perfect Taste…Anything Else?’
In the food and beverage franchise business, how do you maintain the quality of your offer to your customers?
Işık explored this topic in her presentation drawing on her personal journey as serial entrepreneur, discussing her career successes and former challenges.
Compelling case studies from Caffé Nero Turkey and Özsüt gave insight into the consumption of quality coffee in Turkey and the importance of high quality services when focusing on a tightly implemented business model.
Doug Zell, Founder – Intelligentsia: Building Your Brand to Go Global’
Doug Zell, founder of the leading US coffee brand Inteligentsia and a former Director on the Specialty Coffee Association of America, took to the stage to share insight into the US market and key learnings from his experience with building Intelligentsia for global expansion.
Since its inception, Intelligentsia has garnered countless awards for its coffee and competing baristas and now has ten coffee bars and three roasting facilities making it an interesting case study.
Ian Cranna, VP Marketing & Category – Starbucks Coffee Company:
Consumers are increasingly global in nature and the speed with which product and digital offerings introduced in one part of the world are rapidly demanded by customers around the globe.
During this session Ian Cranna explained how Starbucks brings its brand to life in a locally relevant way, whist satisfying the demand for global products.
He explained how businesses can ‘go deeper’ by reaching into the hearts of communities – to find ways to connect with, and contribute to, the lives of people who live in the places where a business operates.
Kaspar Basse, Founder – Joe & the Juice: ‘Moving into New Markets’
During his speech Kaspar spoke about his very opposite, and somewhat controversial, tactic for moving into new markets; concentrating on creating exact replicas of his stores and ignoring local differences. He spoke about Joe and the Juice’s expansion plans, with more than 150 stores to be opened across Europe in the near future.
Ross Quail, General Manager Wholesale – St Ali: ‘How to Stand out from the Crowd and Conquer the World (…of Speciality Coffee)’
Ross Quail has been involved at all levels of the coffee Industry since the age of 19 years old. He has held head roaster positions with multiple companies and has worked to establish himself as a leader within the Australian specialty scene and also globally as a coffee judge and professional.
Ross’ speech explored the Australian coffee market, how to do business is Australia and the changing behaviour of specialty coffee in a growing market. Drawing on his own experiences in expanding brands abroad, Ross discussed the secrets to successful global supply chain integration using his lessons learnt from bringing St ALi to Asia and Europe.
Toby Smith, Founder and Director – Toby’s Estate: ‘From Farm to Cup: the Joys and Mania of Managing a Fully-integrated International Coffee Business’
During his presentation, Toby spoke about speciality coffee and its expansion globally. He drew on his experience of being a coffee roaster, retailer and farmer of the world’s highest rated coffee variety-Gesha.
Toby’s estate is now a successful artisan coffee roaster and café chain that originated in Australia and operates globally.
Abigail Forsyth, Managing Director – Keep Cup: ‘The End of Convenience Culture? – Customer Engagement, Specialty Coffee and Sustainability’
Abigail Forsyth, Managing Director and founder of KeepCup provided insight into the business of product design and behaviour change, and some solutions and future predictions for disposable cup waste; one of the most pressing waste and brand engagement issues facing the convenience and specialty coffee industry today.
Markus Hofmann, Global Category Manager for Foodservice and Coffee – Shell: ‘How to Win in Retail on a Global Scale with an Emotionally Engaging Food and Coffee Offer’
In his presentation Markus demonstrated the challenges faced when exporting a successful formula in foodservice and coffee into other countries.
He spoke about the importance of a clear vision and proposition for the consumer in retail to create an emotional connection and explained the art of adapting to local customer preferences without sacrificing the overarching principles of the brand.
Afternoon Workshop Series: Thinking outside the Cup
A workshop series, titled ‘Thinking Outside the Cup’ took place in the afternoon and, led by Allegra Insights, discussed consumer and market insight.
During the session delegates benefited from detailed case studies on the European, and in particular Turkish coffee shop markets, and also learned how to analyse data and use it to drive future business decisions.
The second 60 minute workshop, hosted by ex-Head of Marketing at Pret A Manger, YO! Sushi and now Founder & CEO at WE ARE Spectacular, Mark McCulloch, gave delegates the information needed to run a successful social media campaign.
Billed as a ‘crash course of the key steps to creating your social media strategy’ this hands-on workshop combined learnings and case studies from someone who has successfully ran the social media for two giants of the high street food and beverage sectors. The course explored various elements of the digital strategy such as: understanding what your brand stands for, your audience and who to post to, when to post, what to post and how to measure success.
The event is proudly sponsored by UCC Coffee, Solo Cup Europe (now part of Dart Container), Brita Professional, Teisseire, Coffee Shop Company and Cakes & Bakes. The European Coffee Awards, hosted on 25 November, are proudly sponsored by La Cimbali, Faema and Julius Meinl.
More information about European Coffee Symposium click here
About Allegra Events
Allegra Events is a young, passionate and fast-growing events company, creating powerful, interactive events that engage and inspire audiences.
Operating across food, retail and lifestyle events, it works with clients to create meaningful campaigns and event experiences – adding value and driving business performance.
The tailored event solutions help clients develop new business relationships and reinforce existing partnerships. Through the portfolio of events, Allegra delivers ready-to-action market insight and enhanced networking opportunities, meaning clients stay ahead of the curve.
Allegra Events is part of the Allegra Group and sister company of Allegra Strategies, a leading strategic consultancy focusing on food, retail and hospitality.
For more information about Allegra Events click here