Barista Lavazza Spins An Artistic Stroke

 ~Launches ‘ART’ Themed Menu –

 Amore – Love for Coffee, Art and all things Italian~

·         Draws inspiration from its Italian Heritage to launch a Art-themed Menu

·         Uses POP Art to re invent the Menu, Baristas’ Uniform, F&B offerings & Café Interiors 

Mumbai Sep 10th 2013(Sailesh Gandhi) – Drawing from its Italian heritage, and keeping innovation at its core, Barista Lavazza - the pioneer of café culture in India, is set to yet again infuse a new life into its offering at the café. The only café to launch thematic menu campaigns year after year, Barista Lavazza this year draws inspiration from ‘Art’ to launch ‘Amore’ (Love in Italian). After the ‘Fashion’ inspired thematic menu launch last year ‘Milano Collezioni’ in association with Rina Dhaka,  the new theme-based menu this year, is inspired by ‘Art’ and has been designed in association with ‘Arrested by Art’ – a Delhi based urban contemporary art boutique. This is a first-of-its-kind initiative by any café in the country and its influence will be visible in all aspects of the café such as the table menu, F&B offerings, Barista’s uniforms, café interiors, wall menu and much more.

 The new menu of Barista Lavazza, Amore was launched yesterday at Artbull, a reputed art gallery in Delhi. The art gallery wore a complete artistic look with installations of the new theme based menu in the form of illustrations being hung in the gallery. The innovative launch event also saw a unique amalgam of different art forms, wherein Indie band ‘The Underknowns’ performed self-composed music,  with the design agency ‘Arrested by Art’ interpreting their music LIVE on canvas. This kind of a menu launch is a first-of-its kind by any café in India. The painting created by Arrested by Art will be donated to a charitable organization later. The evening also saw the new F&B items, launched as a part of the new menu, being served to the guests, along with its popular authentic Italian coffee.

“As a brand, Barista Lavazza not only stands for the ‘The Real Italian Coffee Experience,’ but in India it is synonymous with innovative campaigns, themes, offerings and events – such as the annual Friendship Jam, Click-a-Coffee etc. The connect the brand has drawn with the patrons in the country is visible at every touch point and we are proud to take this association to the next level by launching a new art-themed menu. . ‘Art’ is intrinsic to our heritage from Italy, and contemporary POP Art is yet another way of expressing the same.  We have associated with ‘Arrested by Art’ who have done all the illustrations and brought the theme alive. Through this new launch we aim to ensure that each consumer enjoys the true Italian quality and experience that Lavazza is known to offer worldwide and do so in a bright, happy, cheerful and relaxing environment” said Mr. Nilanjan Bhattacharya, COO, India & SAARC, Barista Lavazza. 

The special thematic menu, which has drawn inspiration from Art, has several new food and beverage items and desserts being added to the menu. Amore is an attempt to master the art of pairing food with coffee. The new menu has been divided into four creatively named sections–

o    Love Bites – Food Items

o    Lip Locks - Hot beverages

o    Liquid Love – Cold Beverages

o    Happily Ever After – Desserts and more

Some of the new items in the menu include Chicken Seekh sandwich, a freshly baked bread slice filled with juicy chicken seekh kebab on a bed of coleslaw salad blended with eggless mayonnaise; 4 cheese & tomato sandwich, a freshly baked bread layered with tomato slices, mozzarella and processed cheese, garnished with shredded basil leaves and olive oil topped with cheese slice; Barbeque  Chicken Turnover, a rich laminated dough stuffed with barbeque chicken sausage and peppers topped with mozzarella cheese and Chicken ham & tomato sandwich.  

Some of the newly launched desserts includes Chocolate croissant, a rich laminated dough stuffed with chocolate compound glazed and topped with chocolate truffle and others like Dry fruit cake slice, Banana walnut muffin, Blueberry muffin, Double Delight Cake, Choco Caramel Duet Cake, Rich Back Forest Cake, Pineapple and Cream Cake, Coffee Almond Cake, Truly Truffle Cake and Pineapple Delight Cake. The café has also introduced for the very first time, Veg & Non-veg platter options in their Crème format.  

To promote the new menu, Barista Lavazza is adopting a 360 degree communication approach and is reaching out to its consumers through multiple touch-points such as the café, outdoor mall branding, posters and banners, digital space and also through Radio spots.