101CAFFE' is a brand specialising in the sale of high-quality coffee pods and capsules as well as alternative beverages, through a network of franchise stores. From passion to the concept, from the concept to business The 101CAFFE’ project was launched in 2011 and resulted from a small group of friends’ and entrepreneurs’ observations of the rapidly expanding "Nespresso" phenomenon. Their aim was to bring to the attention of the consumer market (at the time still restricted to a closed system by the major brands), the Italian products compatible with those famous machines, as an alternative to the industrial product. In 2011 the project became reality with the opening of a master franchisee. The first time 101CAFFE’ took part in the Milan Franchising Fair led to the setting-up of a chain of franchising stores. Thanks to the 101CAFFE’ stores, many Italian coffee roasters (not part of the large-scale distribution system) have begun to bring their products to the attention of the broader public. 101CAFFE’ has therefore opened up a hitherto unexplored market in Italy, contributing substantially to introducing consumers to the idea of quality coffee, enclosed in pods and capsules in order to keep its aroma and freshness.