Global coffee company Massimo Zanetti Beverage Group has announced “an important partnership” with a leader in the Asian food and beverage sector.
The group has signed an agreement with TNPI that will lead to the development of more than 50 coffee shops under its Segafredo Zanetti Espresso Worldwide subsidiary over the next four years. The initial phase will focus on Beijing, Shanghai and Hong Kong, followed by Guangzhou, Shenzhen and then other Chinese regions.
Segafredo Zanetti Espresso Worldwide is the leading network of the Italian-style traditional coffee house franchising model, with a direct presence on all major continents and three different types of franchising/licensing concepts. Its parent company’s president claimed that today’s news would enforce its position in a growing regional market.
Massimo Zanetti said: “The decision to collaborate with a qualified partner, such as TNPI in the Chinese region, further confirms the intention of our group to expand its presence in the Asian market, as already demonstrated through the recent acquisition of the Boncafè brand and the opening of our productive plant in Vietnam. The coffee consumption in China is strongly increasing and it is expected to grow annually by 20%. In this context, the coffee chain market is particularly appreciated by a new clientele made of Chinese professionals and students, and it is slowly reaching the consumption level of instant coffee that distinguished this market.”
TNPI executive chairman YK Kwon added: “We are satisfied to have come to an agreement with Massimo Zanetti Beverage Group for the development of a number of selling points located in important markets for us. The choice of such a historical brand, representative of the Italian lifestyle, is a guarantee not only for the company itself, but also for our current and future clients. We have an ambitious expansion plan that we reckon will support the penetration of the authentic Italian food and beverage culture in the Asian continent.”
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