Lavazza plants a hands-on training hub in Dallas to deepen its U.S. foothold

A new training center arrives in Dallas and what it means right away

Lavazza, the 130-year-old Italian coffee company, is opening a large training and innovation center in Dallas as part of a push to grow in the United States. The company says the facility will be used to teach baristas and partners, to test service formats and equipment, and to serve as a base for its North American operations.

The center is intended to be a practical space where staff and partners learn to brew, serve and sell Lavazza’s coffees the way the brand wants them presented. Lavazza frames the move as more than PR: the goal is to raise on-the-ground service and product knowledge across stores, cafés and foodservice customers in high-demand U.S. markets.

The announcement highlights both a desire to be closer to American customers and to standardize the experience Lavazza wants delivered in shops and hotels. For everyday coffee drinkers, that should mean more staff trained on Lavazza blends and machines. For partners, it offers a place for hands-on training that can be repeated at scale.

Why Dallas — the timing and strategy behind the expansion

Lavazza’s choice of Dallas is practical. The U.S. is a big and fragmented coffee market where in-store experience and barista skill still drive customer choice. By opening a regional training hub, Lavazza aims to accelerate growth where demand for premium coffee and branded solutions is rising.

The timing follows broader industry trends: consumers continue to trade up for better coffee drinks at cafés and restaurants, and chains and independent operators alike are eager for partners who can supply both beans and training. Lavazza sees an opening to move beyond wholesale and retail products into a fuller service role — selling expertise as well as coffee.

Lavazza also leans on its long history. The company often references a century-plus of experience in beans and cafes; this center is a way to convert that heritage into practical training and modern service standards. In short: the brand is taking what it knows and teaching it locally so U.S. partners can deliver the same product and vibe customers get elsewhere.

What the facility will do — programs, tech and sustainability that matter

The Dallas hub is described as a hands-on training lab. Expect barista courses that cover espresso technique, milk steaming, drink assembly and customer service. The center will also host workshops for equipment technicians, managers and sales partners who need to understand machine maintenance and menu design.

Beyond classes, the site will be used to trial new service formats and machines. Lavazza plans to use the space to test how new beverages or retail layouts perform before wider rollouts. The company also highlights sustainability training, teaching partners about sourcing, waste reduction and energy-efficient equipment — part of a push to make its operations greener.

How the new hub ties into U.S. operations and partnerships

The center is meant to support local roasters, retailers and foodservice partners by giving them a repeatable place to learn. Lavazza expects to use the hub for franchise partner onboarding, staff refreshers and joint events with suppliers and distribution partners.

For chains and multi-unit operators, a regional training site reduces the costs and logistical headaches of sending teams abroad or relying on distant trainers. For independent cafés, it offers short, practical programs that can sharpen skills and improve drink consistency — a key factor in winning regular customers.

Local ripple effects — jobs, training pipelines and community ties

The company says the Dallas facility will create jobs directly at the center and indirectly through partner activity. Trainers, technicians and operations staff will be needed, and the center could bring more business to local equipment suppliers and service firms working with Lavazza’s partners.

Lavazza also plans to work with local hospitality schools and workforce programs to offer training opportunities. Those efforts aim to build a pipeline of trained workers who can step into café and hotel roles, which local employers often find hard to fill. Community events and public classes were mentioned as ways to connect with Dallas residents and small businesses.

Voices from the company and what comes next

Company leaders framed the center as a practical investment. “This is about teaching our partners how to make great coffee for customers every day,” said a Lavazza North America executive in the announcement. “A local training hub means faster onboarding and more consistent service across outlets.”

Partners welcomed the move. A local hospitality partner noted that easy access to hands-on training will help operators improve drinks and operations without costly travel. Those involved expect the center to run scheduled public and partner-only courses, host demo days for new equipment and act as a staging ground for regional rollouts.

Lavazza says the Dallas hub is part of a larger North American plan; more regional activities and partnerships are likely as the company scales. For consumers, the most visible change will be better-trained staff and a more consistent experience in places that choose Lavazza as their coffee supplier.

Sources

• prnewswire.com