Something’s brewing for sbe. The hospitality group is expanding its partnership with Lavazza Group, naming the Italian coffee company its exclusive global coffee partner. As part of the collaboration, Lavazza will also develop a custom-made blend for EllaMia in all sbe hotels, restaurants and nightlife properties including all EllaMia locations and its Citizens food hall in Manhattan.
“Our collaboration with Lavazza started with the U.S. team and has since grown to top management located out of their HQ in Italy,” said Michele Caniato, chief brand officer, sbe.* “Lavazza is one of the leading global companies in the coffee industry and has agreed to collaborate with us to create a custom roast exclusively for sbe, C3 and Disruptive Restaurant Group. The partnership allows us to offer a high-end coffee to our loyal guests around the globe in our hotels, restaurants, food halls and delivery brands.”
Following EllaMia’s debut in London last year, sbe opened EllaMia at Mondrian Doha and is planning to open more coffee shops across the globe in its hotels along with standalone locations. Caniato said that the custom blend was created in collaboration with the Lavazza experts under the direction of Chief Culinary Officer Martin Heierling and Chef Romain Fournel, who are leading the effort of the development of the EllaMia brand from a culinary perspective.
“The EllaMia blend is as unique as a one-of-a-kind piece of jewelry,” Caniato said. “In harmony with the sbe brand that represents luxury around the globe, our blend is a great add-on for all our unique hotels and restaurants because it features a unique taste—from the beginning of your day to the end of your meal.”
The unique EllaMia blend hails from South America and consists of 100% Arabica beans, Caniato explained, which is full-bodied, smooth and balanced, featuring hints of honey, chocolate, caramel and hazelnut. The blend also features notes of social cause.
“Our blend features The Rainforest Alliance seal which amplifies and reinforces the beneficial impacts of responsible choices from farms to forests,” Caniato said. “The seal allows consumers to recognize and choose products that contribute toward a better future for people and planet.”
He added, “This smooth coffee is for coffee lovers. Guests and employees will be delighted to be able to find it only at sbe properties. Our guests and employees will be able to still taste the unique flavor between espressos, coffees and even other beverages such as lattes or cappuccinos as the stronger flavor is apparent.”
Caniato noted that as guests continue to seek customized experiences—which extends to F&B operations—sbe’s goal was to deliver on this desire and offer it to guests beyond its hotel’s walls. The product will also be available for retail so guests can enjoy the coffee from the comfort of their own homes.
“As Lavazza has always been extremely supportive of our desire to develop and grow our collaboration, we have plans to grow an even stronger collaboration and relationship with them in 2021, bringing Lavazza globally to our in-room experience to our hotel portfolio,” Caniato said.
Sbe and Lavazza also have plans to blend caffeine with culture, developing new brands to meet market needs.
“Our goal in the next five years is to continue to innovate and change the way we approach hospitality,” he said. “That means re-assessing menu offerings across our brands and continuing to develop new brands based on our loyal guests’ needs and desires globally. For example, we are currently developing a new brand that will be launched in the Asia-Pacific market, featuring the local flavors of Asia, to satisfy the needs in that market.”
*Caniato is no longer a part of C3 or Disruptive Restaurant Group. The EllaMia Brand is owned by C3.