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Italian coffee heritage brand Lavazza has expanded its operational footprint in the United States with the inauguration of a new 'Training Centre' in Dallas, Texas.

The opening marks the latest addition to the company's North American coffee education network, strategically positioning the brand to capture market share in the high-growth Southwest region. The Dallas facility joins an established roster of North American centres located in New York, Chicago, Miami, Los Angeles, West Chester, and Toronto.

Operational Capabilities and Curriculum

The new hub is designed to serve as a comprehensive resource for industry professionals, distributors, and baristas. The facility is equipped with state-of-the-art espresso, brewing, and coffee innovation equipment to facilitate technical skill development.

Key programming at the centre includes:

• Hands-on Workshops: Practical training on equipment and brewing techniques.

• Certification Courses: Professional accreditation opportunities.

• Menu Development: Consultative sessions for hospitality operators to refine their coffee offerings.

Strategic Market Penetration

Lavazza has identified Dallas as a critical growth market within its broader US strategy. The investment aims to deepen relationships with local hospitality partners and support existing high-profile accounts in the area, including Rosewood Mansion on Turtle Creek, Coury Hospitality Group, Al Biernat's Steakhouse, and Vandelay Hospitality. The company also maintains a significant commercial relationship with American Airlines.

Executive Commentary

Daniele Foti, VP of Marketing at Lavazza North America, emphasised the regional potential: "As one of the fastest growing hospitality and culinary markets in the country, Dallas represents a tremendous opportunity for Lavazza. Our investment in this new Training Centre demonstrates our commitment to the region and to the partners who bring the Lavazza experience to life every day. Dallas is a city of innovation and high standards, and we are excited to deepen our roots here."

Hossam Ashraf, President of Lavazza North America, added: "Dallas has an incredible energy and an ever-evolving coffee scene. We are proud to support our partners with the resources, expertise and tools needed to deliver exceptional coffee experiences. This centre is not only an investment in our business. It is an investment in the people, the talent and the creativity that make this market so dynamic."

Global Context

The Dallas facility is integrated into Lavazza’s extensive global network of training centres, which currently includes seven locations in Italy and numerous additional outposts worldwide, underscoring the brand's commitment to standardised quality and education on a global scale.