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일리카페,
프리미엄 커피시장 공략 강화

지난 9월 6일, 이탈리아 1위 프리미엄 커피브랜드 일리카페와 한국 마스터프랜차이즈 사업자인 큐로에프앤비와의 재계약 조인식이 있었다.

조인식에 참석한 마시밀리아노 포글리아니(Massimiliano Pogliani) 일리카페 CEO는 “한국에서 인기를 끌고있는 스타벅스도 하워드슐츠 CEO가 이탈리아를 방문했을 때 받은 영감으로 만들어진 것”이라며, “정통 에스프레소의 맛 뿐만 아니라, 이탈리아 카페 문화를 느낄 수 있는 인테리어로 승부를 내겠다”고 말했다. 마시밀리아노 CEO는 마케팅,유통 전문가로 네슬레,새코(에스프레소 머신기업) 등에서 20여년간 경험을 쌓고 2016년 전문경영인으로 일리에 합류했다.

조인식 전 진행된 미디어 간담회에서 마시밀리아노 CEO는 “한국 커피시장의 급속한 성장 뿐만 아니라, 포화상태에 대한 우려도 잘 알고있다”며, “다만, 프리미엄 커피시장의 성장은 이제 시작됐다고 생각하기 때문에, 프리미엄 커피의 강자인 일리로서는 충분히 도전해볼만 하다고 생각한다”고 말했다. 미디어 간담회의 내용을 간단히 정리했다.


1. 일리카페가 지난 10년간 한국에서는 큰 확장을 못했는데 어떻게 생각하는가?

10년간의 성과에서 불만족스러운 것은 아니다. 이번에 계약을 갱신하는 것도 한국 커피시장의 잠재력을 믿고있기 때문이다. 특히 우리는 프리미엄 커피시장에 대해 많은 관심을 가지고 있다. 예를 들어 인스턴트 커피시장은 축소되고 있으며, 해당 커피시장의 고객들이 프리미엄 커피시장으로 옮겨오고 있는 것이 사실이다.

2. 한국 커피시장에 대해 어떻게 생각하는가?

-일리카페 에스프레소머신 주문량(온라인 기준)으로 이탈리아,미국에 이어 한국이 3위를 차지할 정도로 중요한 시장이다. 한국에서도 프리미엄 커피에 대한 관심이 높은만큼, 일리카페 매장을 2022년까지 150개로 확대할 계획이다.

3. 사업을 확장하기 위해서는 스타벅스와의 경쟁이 불가피하다. 어떤 방향으로 접근하겠는가?

유럽에서는 일리카페가 보다 프리미엄 브랜드로 인식되고 있다. 지금까지는 아메리카노 등 희석된 커피를 마시다보니 커피 본연의 맛에 대해 이해가 적었을 수 있으나, 한국의 소비자들이 커피 맛에 대해 눈뜨기 시작하면서, 일리카페만의 맛과 멋을 이해할 수 있는 소비자가 늘고있기때문에 좋은 시점이라고 생각한다.

4. 스타벅스가 ‘사랑방’이라면, 일리카페의 장점은?

일리카페는 1996년 백남준 씨를 비롯, 수많은 예술가들과 콜라보레이션을 통해 다양한 소품을 만드는 일리컬렉션 프로젝트를 1990년대부터 진행하고 있다. 즉, 이탈리안 에스프레소의 맛과 이탈리아 분위기를 함께 경험할 수 있는 멋진 미술관이라고 생각한다.


(함께보기 좋은 영상 : 밀라노엑스포 일리 특별관)

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