Today’s consumers are increasingly seeking memorable experiences from their bakery, and offering high-quality coffee to complement their offer can create greater business value and repeat footfall.
The relationship between coffee and bakery has never felt stronger. As consumer expectations continue to evolve, cafés, bakeries and hospitality operators are increasingly looking beyond individual products and towards creating complete, memorable experiences.
While convenience remains important, consumers are increasingly willing to pay more for quality and premium experiences. Food-led businesses and coffee specialists are converging, with consumers now expecting high-quality coffee alongside elevated bakery offerings. Nearly half of consumers purchase food with their drinks [Allegra], highlighting the growing importance of integrated coffee and bakery experiences.
Recognising this shift, Lavazza recently welcomed bakery professionals, operators and industry stakeholders to its Lavazza Flagship Store in London for an exclusive event exploring the growing connection between coffee craftsmanship and modern bakery culture.
Hosted in partnership with British Baker, The Coffee & Bakery Atelier featured internationally acclaimed pastry chef Fabrizio Fiorani and Lavazza head of training, and SCA-certified coffee expert David Cutler-Colclough. This intimate masterclass explored how thoughtful coffee and bakery pairings can enhance the customer experience and create greater business value. Limited to 20 guests, the session encouraged discussion around innovation, menu development and emerging opportunities in the UK’s evolving café and bakery sector.
Beyond a vibrant tasting menu (see below), the event highlighted wider trends shaping the out-of-home coffee market. These changing behaviours are encouraging operators to rethink their menus. Seasonal specials, guest coffees and limited-edition drinks are being used to drive repeat visits and strengthen premium credentials, while cold coffee, matcha and wellness-led beverages are creating new opportunities throughout the day.
Tasting menu
Throughout the morning, Fiorani and Cutler guided attendees through a carefully curated tasting journey showcasing the power of pairing. Guests sampled Lavazza’s 1895 Coffee Designers Kafa Forest Cru as a simple cortado, deliberately crafted not to mask the coffee’s exceptional and nuanced flavour profile, alongside a Milk Chocolate Sablé. La Reserva de ¡Tierra! Colombia was presented as the vibrant Courtside Fix – a refreshing cold brew creation featuring strawberry shrub and soda, finished with a matcha foam – paired with a Mango Cream Crostata.
Meanwhile, La Reserva de ¡Tierra! Cuba was transformed into a Gianduiotto, an indulgent combination of espresso, thick hot chocolate, hazelnut and cream, served alongside a Trompe l’oeil Coffee Cigar. Together, the pairings demonstrated how complementary flavours, textures and aromas can transform a simple coffee break into a truly memorable occasion.
Trends in action
The pairings showcased during the atelier reflected the out-of-home trends in action: the Courtside Fix, with its refreshing cold brew base and matcha foam, demonstrated how operators can embrace growing demand for innovative, occasion-led beverages, while the more indulgent Gianduiotto highlighted the continued appeal of elevated comfort and treat-led experiences. For bakery businesses, aligning complementary food pairings with these emerging preferences presents valuable opportunities to increase basket spend, encourage trial and build customer loyalty.
The event also reinforced the enduring value of hospitality. While automation continues to improve consistency and efficiency, consumers still value knowledgeable staff, personalised service and a sense of occasion. Expertise and thoughtful presentation can help justify premium pricing while creating experiences customers want to revisit.
Another recurring theme throughout the morning was provenance. Increasingly, consumers want to understand where products come from, how they have been produced and the stories behind them. This mirrors values already deeply embedded within artisan bakery, where ingredients, craftsmanship and authenticity are often central to the proposition. For bakery operators, this creates a natural opportunity. The same customers who appreciate slow fermentation, seasonal ingredients and skilled craftsmanship are increasingly interested in the origins of the coffee served alongside them. Aligning these values across the entire offer creates a more coherent and compelling customer experience.
How Lavazza feeds into modern consumption trends
Lavazza’s portfolio has been designed to support precisely this approach. From the familiarity of Classic Italian espresso and the contemporary appeal of Modern Italian blends, through to Origins coffees that connect consumers to coffee-growing communities, the range enables operators to select coffees that complement their own identity and customer expectations.
At the pinnacle sits 1895 Coffee Designers by Lavazza. Through carefully selected microlots, single origins and expertly crafted blends, the range reflects growing interest in specialty coffee and responds to consumers seeking rarity, traceability and exceptional quality.
At the heart of the atelier, however, was La Reserva de ¡Tierra! range, created using coffees sourced from projects supported by the Lavazza Foundation, the range demonstrates how exceptional flavour can sit alongside genuine social and environmental impact.
Supporting coffee growers
Founded in 2004, the Lavazza Foundation has supported more than 180,000 coffee growers through over 50 projects across 20 coffee-producing countries. Its initiatives focus on improving coffee quality and productivity, supporting communities, empowering women and young people, and helping producers adapt to the effects of climate change.
The Colombia coffee featured during the event exemplifies this philosophy. Sourced from Meta, a region once devastated by civil conflict and illegal coca cultivation, the Lavazza Foundation’s ’Coffee as a Megaphone for Peace’ initiative has supported local communities in rebuilding through coffee production, promoting agroforestry practices and planting more than one million coffee bushes.
La Reserva de ¡Tierra! Cuba similarly demonstrates how coffee can help preserve both livelihoods and landscapes. Working alongside NGOs, local institutions and the Cuban government, the Lavazza Foundation has supported organic coffee production, strengthened local supply chains and encouraged farming practices that protect biodiversity and forest ecosystems.
For bakeries seeking to differentiate themselves, these stories provide meaning behind the cup. Great bakery and great coffee have always complemented one another through flavour. Increasingly, shared values around provenance, quality and responsible sourcing are proving just as powerful.
For Lavazza, The Coffee & Bakery Atelier was more than a tasting event. It was a demonstration of how collaboration, creativity and expertise can unlock new opportunities for bakery operators. As coffee and bakery continue to converge, those able to combine exceptional products with authentic stories and memorable experiences will be best placed to build lasting connections with today’s consumers.
To discover more about Lavazza coffees, click here.
