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Outstanding & Unique
The first strength of Segafredo is the complete control of the
production process. The company buys green coffee beans from suppliers
around the world, including suppliers in Europe and Brazil. “The beans
are delivered to the headquarter and roasted before they are distributed to the
outlets. This guarantees Segafredo’s high level of standard no matter you are
in the world.” Segafredo’s second strength is quality coffee equipment for
both household use and industrial use. The third strength is the store where
varieties of menu are available, from different kind of coffee, to smoothie,
Italian soda, cake and pastry.

“Segafredo’s stores standout in the contrasting black and red tones mix
with modern black and white hues. Each shop is either a standalone or
semi-standalone shop. They have their own distinctive theme, but they do follow
the contemporary retro concept,” Thanapon said.
Besides quality coffee beans, a good barista is also an essential factor
for Segafredo. “We consistently train our baristas. We don’t just let anyone brew
our coffee. Our barista has to pass our training and test before they can brew
anything for a customer. In addition to good baristas, we take quality control
very seriously. There is a training department, and our QC staffs will always
be on the move to check if the baristas are doing everything up to the standard.
They will check if the water is at the right temperature, and if the milk foam is
done correctly in order to maintain Segafredo’s high standard in every store.”
“Thailand coffee market is divided into 3 sectors. The first is the Premium
brand. The word premium doesn’t means high price, but it actually refers to the
coffee bean’s premium quality. There are 4 - 5 players in this sector, and we are
one of them. The second sector is the Local brand. The third, and the lowest,
sector is the Unbrand which consists of coffees sold in coffee carts and
traditional coffee. Since we focus on the premium sector, we take taste
standard very seriously. We have to be sure that Segafredo coffee tastes the same
no matter where it is brewed. Another important aspects we take seriously are
staff training and customer service. After working for 3 - 6 months, our barista
should be able to remember the names of regular customers. This is one of our
charms because most of our customers are regulars, and we are trying our best
to differentiate ourselves.”

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