The starting business venture, Caffè Milano, has a “straightforward” vision: to build up a chain of coffee shops. As by the Anglo-American models, this rising chain of “Italian Espresso Bars” finds is target group among the urban employed who will not compromise a high-quality lunch break despite being more or less permanently available in job matters.
In consideration of the desired franchise system, special attention has been devoted to create corporate design elements of high compatibility and flexibility. Through the subsequently coined catchphrase – “Italy to Go” – the concept in form and substance finds its verbal expression.
