In 1895, a man named Luigi Lavazza purchased a little grocery store in northern Italy for about $20. Today, over one hundred years later, Luigi Lavazza S.P.A is the irrefutable leader of the espresso market in Italy, boasting nearly 45 percent of the total coffee market share. The company owes its success to its dynanuc approach to business and careful attention to its customers needs.
1895年，一位名叫路吉 拉法札的男子花20美元買下義大利北部一家小雜貨店0 100年後的'今天，路吉 拉法札連鎖事業無疑已是義大利濃縮咖啡市場的領導品牌，佔有約45%的市場。公司將其成就歸功於機動靈活的營銷策略及其對顧客需求的關照。
In Lavazzas store, coffee was sold raw and then roasted according to each customers personal preference. Luigi Lavazza was considerably skilled at carefully selecting the amount of each ingredient required for one particular blend as well as expertly determining the degree of the next sixty years, the company experienced rapid commercial growth with its foray into the wholesale market and its decision to narrow down its range of products. By the mid forties, the company, now Luigi Lavazza S.P.A, began specializing in the production of coffee.
拉法札店裡銷售的是生咖啡，它根據顧客的個人喜好而作相應的烘培。 拉法札在此方面的技巧十分嫻熟，對任意一種特殊配製，其原料的質與量均是經過精挑細選，烘培的程度亦是經過審慎的專業判斷。隨後的60年中，該公司以突襲批發市場決定縮減產品經營範圍的辦法，取得了商業的迅速發展。在40年代中期，現名拉法札連鎖事業的公司開始專門生產咖啡。
