Mapic awards 2014 comments : Food & beverage concepts (3/4)

You can follow the brand’s evolution looking at the Website’s structure :
“Coffee” : the ingredient
“At home” : the ingredient becomes a product
“Away from home” : the product creates the brand’s realm.
espressamente illy are cafés, reflecting the Italian coffee bar tradition and offering illy’s products and expertise.
From product to place, this evolution became usual in F&B sector, apparently successfully for illy.
200 cafés in 34 countries (high streets, airports, hotels, museums, shopping centres) may be one in Cannes? Enjoy!

More about espressamente illy here

2003 : First shop opened in Torino
Then the brand bought lands to create an organic farm – Mura mura – and manage their own fresh products.
New-York, Paris, Il Gru Shopville are completing the expansion.
Controlling the whole business process is probably one reason of success, for a nice looking “retail concept”…

More about Grom here

…Nice also is Vapiano’s concept, “born” in Germany and now expanding worldwide (126 restaurants in 26 countries). Vapiano is based on nice interior design, and dishes prepared in front of the guests. Good “retail concept” or nice recipe? No matter…
If leaving Cannes you go to Marseille… you’ll find one.

More about Vapiano here


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