Coffee shops gain weight in the Group''s strategy in the country

With the three new coffee shops that opens this month, Octavio Café wants to expand the marketing of coffees grown in farms of the group controller and spread the brand of the product. But not only that. The goal is to also provide "an experiment" to the client. "The coffee shops will be increasingly important in the strategy [the Group], will raise the volume of ground roasted coffee sold and are also a brand marketing," says Edgard Bressani, Executive Director of the '' Coffee.
The new stores that are coming into operation are what Jonas Picirillo, General Manager of operations at Octavio Café, calls the "fourth wave of the coffee shops". In them, the customer can ask questions about the coffee with the professionals who work there, understand the process of production and preparation and have information about the origins of the product.
According to Picirillo, who worked seven years at American Starbucks network before joining the Octavio, today there is a demand for this kind of experience in coffee shops. He claims that the "popularization of Nespresso has expanded the interest in quality coffee" in the country. In fact, the coffee capsules of Switzerland Nestle popularized his own category.
One of the stores that Octavio''s opening is in shopping Eldorado in São Paulo, and the other two at the airport of Viracopos in Campinas (SP). Are much smaller than the first cafés in São Paulo and with a new visual identity. The Eldorado''s has 280 m2 and Viracopos, 70 m2 each.
In these stores, the staff will be in line, that is, the customer pays and get the product on the counter. And there will be more than 15 different methods of preparing coffee. In addition to the drink and food items, yet the product will be sold in powder or ground roasted beans and coffee preparation accessories.
Octavio Café ''s plan is to have 25 stores until 2020, according to Jonas Picirillo. Initially, the regions envisaged should be his own São Paulo and Grande São Paulo, but other regions of Brazil are also in the plans of the group. The company does not disclose the investment in new stores.