Lavazza Expands North American Footprint with State-of-the-Art Dallas Training Hub
December 18 - 2025
Coffee Geography Magazine
The iconic Italian coffee brand Lavazza has opened a new, state-of-the-art Training Center in Dallas, Texas. This facility marks the latest expansion of the world’s largest coffee training network, joining other North American hubs in New York, Chicago, Miami, Los Angeles, West Chester, Pennsylvania, and Toronto. Designed as a regional epicenter for coffee excellence, the Dallas center is equipped with Lavazza’s most advanced espresso, brewing, and innovation equipment. It will serve as a dedicated hub for industry professionals, baristas, distributors, and partners across the Southwest, offering hands-on training, certification programs, menu development support, and insights into emerging trends.
Daniele Foti, Vice President of Marketing for Lavazza North America, emphasized Dallas's significance, stating, "As one of the fastest growing hospitality and culinary markets in the country, Dallas represents a tremendous opportunity for Lavazza. Our investment in this new Training Center demonstrates our commitment to the region and to the partners who bring the Lavazza experience to life every day." He added that the city's culture of innovation and high standards aligns perfectly with the brand's mission.
Daniele Foti, Vice President of Marketing for Lavazza North America
The center embodies Lavazza’s global commitment to advancing coffee culture and serving as an industry reference point for education. With seven training locations in Italy and dozens worldwide, Lavazza’s network is unparalleled. The Dallas facility will contribute to this mission through practical workshops, SCA-certified pathways, and creative programs tailored to both local market dynamics and global trends.
Hossam Ashraf, President of Lavazza North America, shared his enthusiasm for the vibrant Dallas market: "Dallas has an incredible energy and an ever-evolving coffee scene. We are proud to support our partners with the resources, expertise and tools needed to deliver exceptional coffee experiences. This Center is an investment in the people, the talent and the creativity that make this market so dynamic."
Lavazza already counts many of Dallas’s most prestigious hospitality groups as partners, including the Rosewood Mansion on Turtle Creek, Coury Hospitality Group, Al Biernat’s Steakhouse, and Vandelay Hospitality. The new center will enable closer, more consistent support for these and a growing roster of partners across the Dallas-Fort Worth region. This expansion follows another significant local milestone: earlier this year, Lavazza began serving American Airlines, which is headquartered in nearby Fort Worth, further solidifying the brand’s commitment to North Texas.
Founded in Turin in 1895 and still family-owned after four generations, the Lavazza Group is a global coffee leader with a turnover exceeding €3.3 billion. Its portfolio includes leading brands like Carte Noire, Merrild, and Kicking Horse. Operating in 140 markets with nine manufacturing plants worldwide, the company produces over 30 billion cups of coffee annually. The new Dallas Training Center is a testament to Lavazza’s enduring strategy of combining tradition with innovation, focusing on every step of the supply chain to elevate the coffee experience while fostering economic, social, and environmental sustainability.