Enclosure 7: Costa Press Pack 2008
Now officially the largest and fastest growing
coffee shop brand in the UK, with 750 stores!
2008 Press Pack
For more information regarding Costa please contact the press office:
Nevina Holland - PR Manager
01582 844348/07825 227559 nevina.holland@whitbread.com
Contents
1.
Our Philosophy
2.
Our Heritage
3.
Our Coffee
4.
Our People
5.
Coffee Shop Menu Unravelled
6.
Our Partners
7.
Fast Facts
8.
Spokespeople
Did you know….
 Over half of Great Britain have visited Costa
 Approx. 1 in 3 people visit Costa at least once every 3 months
 80% of the population are aware of Costa
 Over half of the population visits a coffee shop at least once
every 3 months
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Our Philosophy
Our Mission Statement
To be the most successful coffee business anywhere in the world as measured by customer
preference and return on investment.
Vision
To delight more than 1 million customers every day by 2008/09
“Costa’s heritage is firmly rooted in serving coffee the Italian way, from bean to
cup and beyond.
“Although we are a market leader, at heart we remain a small Italian family
business and are as passionate about the welcoming environment we offer our
customers, as we are about making great coffee. The interaction between the bean
and our people is what differentiates us.”
“By instilling this philosophy through every aspect of our business, we are able to
maintain our special coffee experience as we continue to expand geographically,
with new partners and the breadth of our offering.” John Derkach, Managing
Director Costa
Our Heritage
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Costa was founded by two Italian brothers, Sergio and Bruno Costa in 1971. Noticing that
there was a demand for high quality roasted coffee beans; the brothers started a
wholesale operation supplying roasted coffee to caterers and specialist Italian coffee shops
in and around the UK. The brothers’ experience of roasting and blending coffee soon
determined Costa’s unique roasting style.
Their fledgling business used a traditional Italian drum roaster, making only small batches
of coffee each time and using a special espresso blend using seven different beans. The
beans were roasted slowly at reduced temperatures to give a fuller, less bitter, flavour.
Both the special Mocha Italia espresso blend and the slow roasting technique are still used
today, continuing to give Costa its distinctive smooth taste.
In 1978, the brothers opened their first store in London and expanded at the rate of two
stores a year. In 1988, the business moved to larger premises in Old Paradise Street in
Lambeth, South London.
Costa was acquired by Whitbread plc in October 1995 and at this time had 41 stores
nationwide. Costa is now officially the UK’s largest and fastest growing retail brand. With
almost 700 stores in the UK and over 280 stores overseas, Costa has enjoyed a remarkable
period of growth in the last few years opening an average one store every four days.
Key Landmarks
1971
Costa brothers opened their wholesale business in London
1978
The first Costa store was opened
1988
Coffee production moves to Old Paradise Street, Lambeth, London
1995
Costa acquired by Whitbread
2000
3.7 million cups of coffee sold each week
2001
£1 million investment in a new roaster at the Lambeth roastery
2005
Costa opens its 400th UK store in Cambridge
2005
Costa named fastest growing and most popular UK coffee shop brand
in national YouGov survey
2006
Costa launches its own blend of Fairtrade coffee at no extra cost
2006
Costa opens its 500th UK store and 100th overseas
2006
Costa expands into India, Pakistan and China
2006
Costa becomes official sponsor of The Book Awards overtaking
Whitbread
2006
For the first time in its history the latte is Costa’s best selling hot
drink overtaking the cappuccino
2006
Costa sets up The Costa Foundation to give something back to the
communities within the countries from which it sources its coffee
beans www.thecostafoundation.org
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2007
Costa officially becomes the UK’s largest and fastest growing retail
brand
2007
Costa wins award for Best International Franchise Operator
2007
Costa has been voted as one of the strongest UK brands by experts
and consumers and has been awarded ‘Superbrand’ status
2007
Costa opens its 600th UK store in Wimbledon, London
2007
All Costa’s own brand products now contain no added trans fats
2008
Costa opens its 700th UK store in Baker Street, London
2008
Costa opens its 1000th global store in Moscow
2008
Costa announces plans to source coffee from Rainforest Alliance
CertifiedTM farms, the first UK coffee shop chain to do so
2008
Costa wins Sammie Award for Best Coffee Bar Retailer 2008
2008
Costa donates a day’s profit to the Costa Foundation, amounting to
£150,000
Our Coffee
Gino Amasanti, Former Master Roaster and General Manager of the Costa Roastery, likens
the principle of coffee roasting to cooking a traditional Sunday roast.
“Cook the meat on too high a temperature, it burns on the outside and remains raw in the
middle. However the longer and slower you cook the meat, the better its intensity and
flavour. The same applies to coffee. And of course, if the joint of meat is bad then no
matter what method of cooking you use it will still won’t taste nice.”
In order to serve the best coffee in the true Italian style, Costa owns the entire coffee
production process from bean to cup.
Selecting the Best Beans - The roastery team ensure that Costa only gets the cream of the
world’s coffee crop and when the green (unroasted) beans arrive at the roastery they are
sampled and tested in order to select those with the best flavour characteristics.
Creating a Unique Blend - A blend of six different Arabica beans and one Robusta bean is
used to create Costa’s Mocha Italia, an espresso blend that forms the basis of all of Costa’s
coffee options; Cafetiere (coarse grind), Filter (medium grind) and Espresso (fine grind).
Roasting - In their raw form the coffee beans are relatively odourless, tasteless and
indigestible. It's the roasting process that is all important, drawing out the aroma and
flavour of the bean.
Costa adopts a unique system based on 30 years of roasting experience. There are
currently 27 processes, which are unique to Costa, that no other companies do.

Roasted beans are brittle and easily damaged. Costa therefore blends its mix of
coffee beans before roasting, to ensure flavour consistency and to minimize bean
fracture
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
We use an Italian style drum roaster that allows the beans to roast in hot air, no
direct heat or naked flames ever touch the beans

We roast in small batches of approximately 300kg at a time. This is because we are
focused on quality not quantity

Beans are slow roasted for between 18 to 22 minutes at low temperatures of
between 200 and 240 degrees celcius. This reduces naturally present harsh and
bitter acids while assuring a greater flavour and aroma retention. It also gives a
smooth, fuller flavour to the coffee

All our coffee is packaged within 20 minutes of leaving the roaster to ensure
maximum freshness
Storage - The roasted beans are then stored in airtight silos or packaged immediately into
bags in bean or ground form.
Roasted beans give off nine times their volume in CO 2 gas and some roasteries
leave roasted beans for a few days to allow carbon dioxide gas to escape which
causes the beans to deteriorate, losing aroma and flavour. However Costa is able
to pack its beans immediately using a one-way valve, which allows gas to escape
without letting air in. So, Costa’s coffee is always roastery fresh.
The four M's are the key to great coffee making:
Miscela (blend) - All Costa's coffee is made using the company's unique espresso blend,
Mocha Italia.
Macinatura (grind) - Every cup of Costa coffee is prepared from freshly ground beans.
These must be ground to exactly the right consistency to ensure the perfect extraction of
the flavours and aroma. Atmospheric changes can alter the perfect grind consistency, so
each day the Barista must check and re-calibrate the grind regulator.
Macchina (machine) - Costa stores use specially designed Italian espresso machines,
produced in collaboration with the manufacturer. These have been perfected over the last
20 years to achieve high volumes of perfect espresso and cappuccino making.
Mano (hand - the skill of the Barista) - It is the Barista who takes responsibility for all the
controllable factors that can influence the perfect cup of coffee. Extensive training is
given on the checking and controlling the correct dose, grind size, tamp (pressure) applied
to the coffee grounds, extraction time and cleanliness and maintenance of the equipment.
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Typical Coffee Shop Menu
.
Hot Beverages
Coffee
Cappuccino
Caffe Latte
Americano
Mocha
Mocha Flake
Espresso
Ristretto
Macchiato
-
espresso topped with steam and frothed milk
espresso with steamed milk
hot water with added espresso
chocolaty cappuccino
with fresh cream and chocolate flake
traditional Italian, strong black coffee
very short espresso
espresso with a dash of milk
Hot Chocolate
Hot chocolate with frothed milk
Hot chocolate with marshmallow and whipped cream
Tea
Tea - traditional, Organic Earl Grey or herbal (Cafédirect)
Cold Beverages
Frescato - range of cool, ice-blended drinks
Cup Sizes
Primo
Medio
Massimo
- 12oz
- 16oz
- 20oz
Rainforest Alliance
Costa Coffee, the UK’s largest and fastest growing coffee shop, plans to convert its entire
coffee supply to sustainably grown beans sourced from Rainforest Alliance CertifiedTM
farms.
From September 2008 at least 30% of Costa’s unique Mocha Italia blend, which forms the
base of its coffee drinks, will come from Rainforest Alliance CertifiedTM sources, equal to
about 1000 tonnes of green coffee over the course of a year.
Farms that have earned the Rainforest Alliance CertifiedTM seal have made improvements
in the way the farm is managed including reducing pesticide use, improving worker safety,
ensuring workers have decent housing and access to clean water, as well as education and
medical care for themselves and their families. Wildlife and water, forests and soils must
also be protected.
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The standards were developed by the Rainforest Alliance, an independent, international
environment organisation, and other conservation groups that comprise the Sustainable
Agriculture Network.
Each farm in the scheme is inspected by local experts at least once a year, and farms must
continue to demonstrate progress in order to maintain their certified status. Farmers
often find that the programme pays dividends in more efficient farm management, cost
savings and increased production and coffee quality.
Costa believes investing in sustainable farming practices helps to produce a better quality
coffee bean. Through the Costa Foundation and now through its coffee purchasing
decisions, Costa is contributing to a sustainable future for the coffee growing communities
on which its own success depends.
Fairtrade
Costa will continue to offer its very own blend of fairtrade coffee. Customers can enjoy a
fairtrade coffee option on any of Costa’s espresso based drinks at no extra cost.
The fairtrade blend has been created from six high quality fairly traded beans sourced by
Costa from different origins to produce a well-balanced, smooth coffee with fragrant and
delicate aromas.
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Our Partners
National Sales
Costa is famous for its high street coffee shops, however its heritage as a specialist Italian
coffee wholesale business still contributes strongly to the brand’s success today.
Wholesale customers receive exactly the same Mocha Italia espresso blend that is used in
the retail outlets and as such must be committed to preserving the brand’s integrity.
Potential wholesale customers must demonstrate their aspiration to serve great coffee,
elect to use a traditional espresso machine and nominate an in-house coffee champion who
will undertake the Costa silver coffee excellence course and in turn train any colleague
serving Costa coffee. Regular Barista audits take place to ensure that the coffee meets
Costa’s high standards.
Within the brand parameters, Costa offers a bespoke proposition for each customer
including a range of Italian manufactured espresso machines and grinders, the Office Fresh
self serve bean to cup machine or stand alone Costa Cart, complete with washing basin,
fridge and of course an impressive espresso machine.
The strength of the Costa brand combined with the opportunity to offer customers a
premium cup of coffee is seeing an increasing variety of outlets offering Costa coffee, from
hotels and restaurants, to offices and contract caterers.
Concessions
Almost half of Costa’s stores are located in third party sites and are called concessions.
These are split broadly into key transport hubs and high street relationships.
Transport partners focus around airport and rail. Air travel has grown significantly
following the success of low cost airlines and Costa has taken advantage of the opportunity
within the airports to enhance the food and beverage offering for travelers. Key partners
include British Airports Authority and TBI. Costa now has a presence at the following
airports across the UK - Heathrow, Edinburgh, Gatwick, Stansted, Newcastle, East
Midlands, Doncaster Robin Hood and Luton.
Rail stations are also key locations for Costa and it works in close partnership with Network
Rail to provide a quality offering to commuters, families and travelers. Locations include
Waterloo, Glasgow, Newcastle, Victoria, Euston and Paddington - at these sites Costa
concentrates on what it does best serving a quality product, quickly and efficiently in a
high volume environment for people on the go.
Typically these stores will be open 24 hours a day serving several thousand hungry
passengers. The stores are able to react quickly to change, meet demand and serve high
volumes of customers should there be a change in flight or train times.
Costa has rapidly become the market leader in bringing its unique Italian coffee experience
to bookstores and other locations where guests are looking to take some time-out. Partners
in this area include Ottakars and Waterstones with over 50 sites across the UK. In addition
to these, Costa has also established relations with supermarket chain, Waitrose, high
street retailer WH Smiths, as well as two Virgin Megastores.
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As people seek to have more ‘me time’ and relax, either on their own, or with friends over
the perfect coffee, Costa continues to explore opportunities within the retail world to
identify other partners in fashion, department stores and prime travel hubs.
Franchise
Recognising the increased consumer demand for a quality branded coffee, Roadchef and
Costa reached agreement for Costa franchises to be installed within Roadchef’s 28
motorway service areas in 1999. The first Roadchef/Costa franchise opened in Stafford in
April 2000 and the latest in Norton Canes in 2004.
Following the success of the franchise concept in Roadchef, Marriott, Pizza Hut and David
Lloyd Leisure, Costa expanded this opportunity to individual franchisees in 2004 and
expects to have a further 200 franchise outlets by 2009.
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Fast Facts
Spilling the Beans on Coffee
1. Coffee comes from the fruit of an evergreen shrub, or tree, which flourishes in
tropical and subtropical regions around the world. The trees produce delicate
clusters of jasmine-scented blossoms and fruit known as cherries. Cocooned in each
cherry, protected by pulp and parchment are two coffee beans.
2. The average coffee tree produces a kilogram of coffee per year. The seeds are red
when picked - they develop their brown colour and distinctive smell when roasted.
3. According to folklore the coffee bean was discovered by an Ethiopian goatherd who
noticed that his animals got frisky after eating the berries from the coffee tree.
4. The world's most expensive coffee comes from beans that have passed through the
digestive system of Indonesian monkeys. The brew called Kopi Luwak, costs around
£5 a cup and has an 'earthy' taste.
5. All 53 coffee-producing nations lie along the equator. Brazil produces a third of the
world's output - 2 million tonnes every year.
6. Turkish bridegrooms must make a promise during their wedding ceremony to always
provide their wives with coffee. Failure to do so is grounds for divorce.
7. Cappuccino gets its name from its foam topping which is said to resemble the cowl
of the Roman Catholic Capuchin Friars.
8. The word 'coffee' comes from the Arab word qahwa, which translates as 'that which
prevents sleep'.
9. Coffee is the second most traded product in the world after oil.
10. Coffee is the most common ingredient in anti-cellulite creams, as it is believed to
stimulate the skin into breaking down pockets of fat. Rumour has it that Cindy
Crawford goes one further and rubs coffee beans on her thighs to banish dimples.
11. Drinking coffee improves the effectiveness of aspirin and other painkillers.
12. There are more than 25 strains of coffee, but most brews come from three bean
varieties: Robusta, Liberia and Arabica. The latter represents 70% of total coffee
production.
13. Approximately four thousand beans are needed to produce one pound of roasted
coffee.
14. Around 57% of brewed coffee is consumed at breakfast. 40% of coffee drinkers
prefer their coffee black and the average coffee drinker gets through three cups a
day*.
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15. Women of the Kona region of Hawaii believe the rich texture and pleasant perfume
of coffee makes it perfect for exfoliating their skin. Japanese women believe that
bathing in coffee granules fermented with pineapple pulp helps ward off wrinkles.
16. Your morning espresso could save you a trip to the dentist. Italian research shows
that some chemicals in coffee can help stop tooth decay by preventing bacteria
from coating your teeth.
17. Coffee was believed by some Christians to be the devil's drink. Pope Clement VIII
heard this and decided to taste it before he banned it. He enjoyed it so much he
baptised it, saying coffee is so delicious, it would be a pity to let the infidels have
exclusive use of it.
18. Charles II tried to suppress coffee houses because men were neglecting their
families to discuss business and politics over coffee. He changed his mind after a
public outcry.
19. The first European coffee was sold in pharmacies in 1615 as a medical remedy.
20. A study undertaken by the Channing Laboratory of the Harvard School of Public
Health researchers found that long-term coffee consumption actually reduces
insulin resistance, which is the key factor in Type 2 Diabetes Mellitus
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Our People
John Derkach, Managing Director
John’s career to date includes 3 years with Procter and Gamble as Brand Manager, 3 years
with Playtex as Group Product Manager and 10 years with Pepsi Cola International in the
roles of UK Marketing Manager, UK Operations Director, Northern Europe Marketing
Director and Area Vice President for Spain and Portugal.
In 1995 he joined Whitbread plc as Marketing Director for Whitbread Beer Company and
was promoted to Managing Director of Beefeater in 1999. He joined Pizza Hut (UK) as CEO
in 2002.
John was appointed to Costa MD in June 2006.
Gino Amasanti, Presidente Honarable
Gino joined Costa in 1978, seven years after Italian brothers, Sergio and Bruno Costa,
founded the Costa Coffee brand in 1971. He has recently been given a Presidente Honarble
role with Costa after 27 years of perfectly preserving, roasting and blending coffee for the
UK’s leading coffee company.
With strong links to the brothers, Gino was called on to manage the first ever Costa Coffee
bar, which opened in Victoria, London in 1977. Within just two weeks, Gino was asked to
work at Costa’s Roastery as General Manager following Bruno Costa’s decision to quit the
business. Gino Amasanti is one man who certainly knows how to make a perfect cup of
coffee, straight from bean to cup!
Giorgio Fioravanti, Associate Production Director
Giorgio joined Costa in October 1992 as Assistant Store Manager in Gatwick Airport.
Progressing through the retail operations he become Regional Operations Manager in June
2001 managing the London region including 76 stores and 4 area managers to deliver a
turnover in excess of £37 million.
In March 2005, Giorgio joined the production team at Costa’s Lambeth based Roastery as
Associate Production Director. As part of his development he is currently undertaking a
15-month post-graduate programme at Cranfield University, one of the UK’s leading
Universities in Manufacturing and Engineering. The specially crafted course will allow
Giorgio to build his knowledge and experience with the long-term plan of filling the role
currently held by Gino Amasanti.
Gennaro Pelliccia, Roastery Production Manager
Gennaro is the UK’s leading coffee expert and is fundamental to the day-to-day running of
Costa’s Roastery. He has climbed the Costa career ladder since joining the company in
1991. The Italian barista had a passion for coffee-making and joined Gino Amasanti, the
Roastery’s Master Roaster, as Production Manager in 1998.
Knowing everything there is to know about coffee excellence, Gennaro is Gino’s right hand
man regularly putting his taste buds to the test to check that the unique Costa flavour is
always of the finest quality. He is also known for his experimental skills, and has been
known to tweak the blends from time to time with Gino. As a native of Naples, Gennaro
certainly knows how Italian coffee should taste!
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Gennaro and Giorgio who both hold the highest training accreditation in the UK: the IIAC
standard (Italian Institute of Coffee Tasters) will be filling Gino’s shoes taking on the dayto-day responsibility at Costa’s unique Roastery that brings our unique aroma, taste and
quality to over 2 millions coffee drinkers every week.
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