The first LA ROSTA cafe opens in the Carrefour Romania space in the DN1 Value Center shopping centre

La Rosta Global, together with its partners Carrefour Romania and Nestlé Professional Romania, announces the opening of the first LA ROSTA cafe, a meeting place in a welcoming atmosphere, defined by the aroma of freshly roasted coffee beans and the refinement of Italian gastronomy.

The cafe is in the Carrefour hypermarket in the commercial centre of Balotești, DN1 Value Centre, right in the customer entrance area of the store. The launch event will take place on December 8, 2023. LA ROSTA is the result of extensive market research and concept and product development, carried out by La Rosta Global, with the contribution of the Cumpăna 1993 management team and specialists.

Ema Dănilă, founder LA ROSTA: “La Rosta represents an entrepreneurial concept that transcends simple business and becomes a passion story for coffee and Italian culinary art. At the heart of this initiative is the ROASTELIER™, the innovative coffee roaster developed by Nestlé Professional, which represents the convergence of traditional and advanced technology offering the traditional experience that brings life to each bean with precision and craftsmanship. From roasting beans to serving culinary delights, La Rosta aims to provide an authentic and memorable experience for all who step through the venue’s threshold. We chose to open this first La Rosta location in the commercial centre of Balotești for several reasons, the most important being the compatibility of the local community with the positioning of this concept and the opening of Carrefour Romania for the development of this project”.

Cafe LA ROSTA aims to become a refuge for lovers of coffee and refined gastronomy, a bold initiative that brings coffee roasting directly to the heart of the community. LA ROSTA offers an authentic experience, where the coffee is roasted in front of customers, giving a personalized touch to every visit to the location. LA ROSTA, synonymous with freshness, means the journey of coffee from beans roasted on the spot to serving in the cup, alongside the most popular desserts, a concept inspired by the retro style and Italian atmosphere.

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Radu Gherman, Buying Director Ultra-fresh, Carrefour Romania: “The local footprint represents an essential strategic pillar for Carrefour, both in Romania and worldwide, from the Group’s perspective, and is incorporated into the core of our business. We are a customer-centric retailer, so to meet all categories of demand, we annually launch new partnerships that align with our goal of promoting healthy products and educating people about the food transition and local choices. The latest partnership of this kind is being developed with the successful entrepreneurial business LA ROSTA, with whom we share a set of common values. For customers, this association translates into a unique experience and the best quality coffee, which we will have the chance to taste for the first time with the official launch of the LA ROSTA cafe, which we are happy to host in the store space Carrefour Corbeanca, within the DN1 Value Center shopping centre”.

At the base of the LA ROSTA concept is the complete coffee roasting solution developed by Nestlé: ROASTELIER™ by Buondi Craft® – a solution that simplifies the art of coffee roasting and makes it accessible – this being possible thanks to INTELLIRoast™ technology, a patented roasting and filtering system of coffee. Through this solution, consumers can access a selection of top Arabica coffees from around the world, sustainably sourced. The assortments produced in Colombia and Brazil can be used as is, but can also be customized to create a unique blend for each consumer.

Marius Micaș, Commercial Manager Nestlé Professional – out of home division, Nestlé Romania: “We are pleased to contribute to the development of this special concept: LA ROSTA. Through all that it offers, the LA ROSTA cafe will become a centre of coffee experiences, a place where the local community, coffee enthusiasts will enjoy the freshness and authenticity of each coffee bean roasted on site. Whether it is coffee prepared by the on-site barista, or roasted beans for consumption at home, La Rosta customers will have the opportunity to enjoy coffee from superior quality origins and unparalleled freshness”.