Nestle brews up Nescafe Milano brand in Romania

Newsroom 13/05/2011 | 17:15

Nestle has launched a new brand on the local market through its local Nescafe Professional division. Nescafe Milano offers an integrated business solution for coffee beverages and is addressed solely to horeca operators. The launch took place last week in the newly opened Nescafe Milano café in Romana Square, which is the first such café in the world according to the company.

Launching the brand in Romania demonstrates Nestle’s belief that the local market has strong potential and the company’s commitment to continue investing here, said Jacques Reber, country manager of Nestle Romania. Company representatives added that it is not Nestle’s intention to enter the coffee house field but simply to provide an integrated business solution for horeca operators. “With the new Nescafe Milano concept we plan to become market leaders on the horeca segment for coffee based beverages,” said Ovidiu Tunaru, country manager at Nestle Professional Romania.

The Nescafe Milano business solution includes products, equipment and programs for partner cafes – staff training, maintenance, business planning, marketing and communication strategy.

The Nescafe Milano café in Romana Square is situated in the grounds of the former Everest restaurant and is owned by businessman Georgios Repidonis, who is also one of the shareholders in the Lacoste importer in Romania. EUR 200,000 has been invested in opening the cafe, which has an area of about 100 sqm, 80 seats inside and 110 outside.

Simona Bazavan