Lavazza opens Dallas coffee training center to serve Southwest operators
Lavazza has opened a new training center in Dallas, expanding its North American coffee education network and strengthening its presence in a fast-growing hospitality market. Daniele Foti, vice president of marketing at Lavazza North America, said Dallas represents a significant growth opportunity for the company’s foodservice and hospitality business.
The new center is equipped with the company’s latest espresso, brewing and coffee innovation equipment. Lavazza will offer hands-on workshops, Specialty Coffee Association-certified training pathways and programming tailored to address local market needs and global coffee trends. Trainers also will provide guidance on menu innovation, brewing standards and best practices to support consistent quality across on-premise, office coffee and other out-of-home programs.
Why this matters
- The Dallas training center highlights the continued shift toward premium, barista-quality coffee in workplaces, hotels, restaurants and travel channels.
- Coffee quality and consistency are becoming key differentiators in competitive markets.
- The investment signals that Lavazza sees long-term growth potential in out-of-home channels, reinforcing the value of coffee as a strategic category.
Hossam Ashraf, president of Lavazza North America, said the Dallas market’s energy and evolving coffee scene make it a strategic location for the brand’s training and development efforts. He framed the center as an investment not only in Lavazza’s business, but also in the people and talent that shape the region’s hospitality industry.
Lavazza already works with several high profile hospitality groups and culinary destinations in Dallas, including Rosewood Mansion on Turtle Creek, Coury Hospitality Group, Al Biernat’s Steakhouse and Vandelay Hospitality. Also, earlier this year, the company began serving American Airlines, which is headquartered in Fort Worth. The new center is intended to support and expand those relationships and serve a growing base of partners throughout the region.
The Dallas facility is the latest addition to what the company describes as the world’s largest coffee training network, which already includes locations in New York, Chicago, Miami, Los Angeles, Philadelphia and Toronto.
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Linda Becker
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Linda Becker is editor-in-chief of Automatic Merchandiser and VendingMarketWatch.com. She has more than 20 years of experience in B2B publishing, writing, editing and producing content for magazines, websites, webinars, podcasts, newsletters and eBooks, primarily for manufacturing and process engineering audiences. Since joining Automatic Merchandiser and VendingMarketWatch.com, Linda has developed a new appreciation for the convenience services industry and the essential role it plays. She is dedicated to serving readers by covering the latest news in the vending, office coffee service and micro market industry. She can be reached at 262-203-9924 or [email protected].