Illycaffe Eyes U.S. Expansion After Rhone Deal

The video discusses a company's plan to open 100 coffee shops, which may change due to the pandemic. The company is assessing post-COVID consumption and progressing with its plans. A capital deal has been closed, and governance has been reorganized. The company is entering a planning phase for US market acceleration, focusing on digital strategies and retail spaces. A new distributor in New York will help penetrate the market, leveraging New York's influence across the country.

What is the company's current stance on opening 100 coffee shops?

• They have decided to open exactly 100 shops.

• They have canceled the plan entirely.

• The plan is on hold indefinitely.

• They are reconsidering the number due to the pandemic.

What significant step has the company taken with its own capital?

• They have expanded into Europe.

• They have acquired a competitor.

• They have invested in a new marketing campaign.

• They have closed a deal and reorganized governance.

What is the focus of the company's acceleration plan in the United States?

• Reducing operational costs.

• Increasing product variety.

• Focusing on digital and retail space.

• Expanding into rural areas.

What role does New York play in the company's strategy?

• It is a leverage point for national expansion.

• It is a secondary market with less focus.

• It is the headquarters for the company.

• It is a testing ground for new products.

Who is Ammirati in the context of the company's strategy?

• A new CEO of the company.

• A competitor in the coffee market.

• A new distributor in New York.

• A marketing agency hired by the company.