SSP works with Portland to refine Caffè Ritazza brand

INTERNATIONAL Global travel food & beverage specialist SSP is working with brand development firm Portland Design to refine the operator’s Caffè Ritazza brand.

Portland says the “major international campaign” aims to ensure the brand delivers an experience that further reflects customer needs.

The scope of work includes evaluating the outlets’ planning and interior design, and product packaging, display and serving mediums.

It will also be helping to develop the brand’s communication channels with its consumers.

Portland Director of Environments Lewis Allen said: “We want to help shape the next generation of Caffè Ritazza outlets. So whilst working on the refurbishment project, there will also be an opportunity to introduce new thinking into the planning, design and brand communications so we can create differentiation as well as making the format more appealing to airport and rail station operators.

“Food is a key element of the passenger experience and an integral part of the travel hub’s commercial offer.”

Elements of the new concepts will be trialled at selected new and existing sites over the next few months, and the new strategies will then be rolled out to other locations.

SSP EMEA Senior Vice President International Marketing Raphael Jeanniot said: “Caffè Ritazza was introduced with the very simple aim of bringing travellers great coffee. The time has now come to redefine our approach to ensure that we continue to lead the way in meeting the increasingly demanding expectations of today’s and tomorrow’s travellers.

“Portland, who are at the forefront of design for the travelling consumer, have considerable understanding of the needs of our customers, and are the ideal partners to help us take our Caffè Ritazza forward.

“Caffè Ritazza has long been a must-have brand for airports and rail stations looking to provide the highest standards for passengers. Portland’s design expertise will help to ensure the brand remains a compelling offer.”

SSP operates over 130 Caffè Ritazza outlets in 21 countries, including the UK, America, France, Germany, Spain, Norway, Sweden, Denmark, Egypt, China and Hungary.


Food & Beverage The Magazine eZine