Case study provided by The Brand Council.
In the past, cafe culture was only associated with the European way of life. Now, however, this way of socialising and relaxing has become popular throughout the world and Gaggia are helping to fuel this trend.
Over 60 years ago, Achille Gaggia's passion for making the ideal espresso led him to the novel idea of forcing hot water over coffee grounds rather than steam. Such was the success of this system, that machines bearing his name have taken the idea to cafes and restaurants around the globe.
A crucial step in the brand's evolution was the introduction of the Baby Gaggia in 1977. This was Gaggia's first domestic machine, and it capitalised on the surge in popularity of espresso coffee in the 1970s. For the first time, professional quality espresso coffee could migrate from the coffee shop to the home.
Gaggia's values of quality, reliability and style have always been central to the brand and have aided its position as a leading brand in the espresso machines market in the UK and Ireland, both in the trade and consumer markets.
Gaggia machines combine advanced, cutting edge technology with classic form, underscored by durability and elegance. In addition, Gaggia use materials that are both hardwearing and eye-catching. For example, the 'Classic' model uses carbon steel, black chromium plating and 24 carat real gold plating (or a nickel plating) as well as brass components which can maintain liquid at a constant temperature.
Gaggia takes the skill of being an expert coffee maker, or 'Barista', seriously and runs day-long Barista training courses, officially awarding Gaggia Barista Training Certificates to those who reach perfection.
Gaggia also knows that coffee lovers are individualists and has tailored it range to meet the variety of needs. Some coffee connoisseurs want perfect coffee from bean to cup at the touch of single button: others crave the ritual of grinding beans and preparing the filter holder. Some want smooth curves and modern digital design; others prefer a retro-styled, lever operated model. Gaggia has models to meet the functional and stylistic needs of both commercial and domestic users. Where Gaggia really scores is in turning the perfect espresso into a matter of style as much as substance. Making the '50 Best Kitchen Appliances' list in The Independent is an indicator of performance, but getting into the '100 Best Things in the World' list in a title like GQ reflects both Gaggia's style and quality. As GQ put it, 'the Gaggia Syncrony Digital is perfect for those 'back to mine for coffee' moments...and the coffee isn't a euphemism.'
Lifestyle is an important element of Gaggia's design thinking. Its rolling development programme introduces new machines to adapt to new lifestyle concepts and bring new users to the Gaggia brand. It has also diversified into coffee grinders and the Gaggia Gelateria ice cream maker, which Delia Smith has used in her TV shows. However, the key to Gaggia's success is the style and attention to details which is carried through every Gaggia piece of equipment.
漏 2002 The Brand Council
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