What Segafredo Zanetti does

Segafredo Zanetti Deutschland GmbH is the Munich-based German sales subsidiary (HRB 857 89, Amtsgericht München; founded 1990 by Franz Schwaiger) of Italian parent Massimo Zanetti Beverage Group S.p.A. (MZB Group), which traces its heritage to the Segafredo brand's Italian espresso origins in 1960/1973. The company produces and sells roasted coffee products — whole beans, ground coffee, Nespresso-compatible capsules, ready-to-drink beverages, and the Brodies tea line — together with professional espresso equipment, barista training, and ongoing service support, packaged under product lines including LINEA VERDE, LINEA IMPRONTE, LINEA FILTRO, LINEA PROFESSIONAL, ORGANIC, CLIMATE, STORIA (blockchain-traced Honduran Arabica via IBM Farmer Connect), and CAFFÈ-DRINKS. The product range is backed by the parent group's vertically integrated supply chain spanning company-owned green coffee cultivation, 21 global roasting facilities, and certified sustainability credentials (Rainforest Alliance, EU-Bio).

The business operates three complementary go-to-market motions: (1) a nationwide direct B2B field sales force acquiring and servicing HORECA customers across cafés, restaurants, hotels, bakeries, system/travel gastronomy, and offices — serving more than 4,000 HORECA accounts in Germany and supporting an estimated ~1 million Segafredo cups consumed daily in the country; (2) a Segafredo Espressobar franchise model, with the first German bar opened in Munich on Residenzstraße in 1990 and ~350 locations worldwide acting as brand ambassadors for Italian espresso culture; and (3) a direct-to-consumer online storefront at shop.segafredo.de for retail sales of beans, capsules, and RTD products. Distribution is supplemented through the March 2025 Central Europe Cluster (Germany, Austria, Czech Republic, Slovakia, Hungary, Slovenia, Croatia) for cross-border B2B coordination.

Revenue is generated primarily through recurring B2B foodservice contracts (premium roasted coffee, equipment lease/installation, and ongoing service under the "Servizio & Qualità" philosophy), franchise royalties and product supply to Espressobar operators, and transactional direct-to-consumer e-commerce. The German entity is privately held; in April 2024, Italian PE fund QuattroR acquired 50% of parent MZB Group via a major capital increase to fund growth, and in August 2025 Xerxes Shahparast was installed as Managing Director alongside continuing CFO/Prokurist Dieter Bretz, signalling a professionalization and expansion phase.

Name

Segafredo Zanetti

Legal name

Segafredo Zanetti Deutschland GmbH

Website

https://segafredo.de

Company type

Private

Founded year

1990

Operating status

Operating

Headcount range

11–50 employees

Short description

Segafredo Zanetti Deutschland GmbH is the Munich-based German sales subsidiary of Italian coffee group MZB, selling roasted coffee products, capsules, RTD beverages, and equipment to over 4,000 HORECA customers via a nationwide direct field sales force, supplemented by Segafredo Espressobar franchises and a D2C online shop.

Ownership category

akta.pro rank

Product category

Roasted Coffee & Beverage Products

NAICS

Coffee and Tea Manufacturing (311920), Snack and Nonalcoholic Beverage Bars (722515)

SIC

Retail-Eating & Drinking Places (5810), Beverages (2080)

akta.pro primary industry

Coffee Chains & Franchise Cafes (THAFADAB)

akta.pro secondary industries

Espresso Bars & Coffee Bars (THAFADAD), Single-Serve Coffee (Pods, Capsules) (CRADAHAH), Specialty Coffee & Tea Retail (Beans, Leaves, Accessories) (CRAHAGAI)

Keywords

• Espresso coffee products
• HORECA beverage supply
• Coffee roasting services
• Coffee capsule systems
• Espresso bar franchise

Headquarters

HQ city

Munich

HQ country

Germany

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. B2B Coffee Product Sales (Foodservice): Core revenue stream: selling roasted coffee products (whole beans, ground coffee, capsules, ready-to-drink) to HORECA businesses (cafés, restaurants, hotels, bakeries, catering companies, offices) via a nationwide direct sales force. The company provides complete coffee solutions including equipment, products, and service support under 'Servizio & Qualità' philosophy.
2. Franchise Revenue: Revenue from franchised Segafredo Espressobars. Franchisees operate branded cafés in high-traffic locations (shopping centers, train stations, retail). Segafredo provides brand standards, product supply, training, and marketing support. Around 350 Segafredo Espressobar locations operate globally, with multiple locations in Germany including Munich (6 franchise bars), Berlin, Leverkusen, Weil am Rhein, and others.
3. Direct-to-Consumer Online Sales: Private consumers can purchase Segafredo coffee products (beans, capsules, drinks) via the company's own online shop (shop.segafredo.de).

Go-to-market motion1 record

Distribution channels4 records

Marketing channels10 records

Core offering

Segafredo Zanetti produces and sells roasted coffee beans, ground coffee, capsules (including Nespresso-compatible and biodegradable variants), ready-to-drink coffee beverages, and tea under the Segafredo and Brodies brands. The company primarily serves HORECA customers — hotels, restaurants, and cafés — across the DACH region with full-service solutions including professional espresso machines and a branded espresso-bar franchise concept, while also reaching consumers through its online shop and franchise locations.

Product overview

Segafredo Zanetti is an Italian coffee company offering a comprehensive portfolio of coffee products and services. Core offerings include premium whole beans, ground coffee, coffee capsules (Nespresso-compatible), and ready-to-drink beverages. The company operates a franchise espresso bar concept with approximately 350 locations worldwide. The product portfolio includes specialized lines: LINEA VERDE (sustainable ORGANIC and CLIMATE blends), LINEA IMPRONTE (Rainforest Alliance certified with recyclable packaging), LINEA FILTRO (filter coffee), LINEA PROFESSIONAL (barista-focused blends), and STORIA (blockchain-traced premium coffee). Additional offerings include Brodies tea, and the company provides professional solutions for hotels, restaurants, catering, bakeries, offices, and system gastronomy through direct sales.

Differentiator

Problem solved

Functional benefit

Brands

• LINEA VERDE: Sustainable coffee line for the food service sector featuring environmentally certified blends
• LINEA IMPRONTE
• LINEA FILTRO
• LINEA PROFESSIONAL
• ORGANIC
• CLIMATE
• STORIA
• Segafredo CAFFÈ-DRINKS

Products and services

• Premium Coffee Beans Whole-bean roasted coffee for professional espresso preparation, supplied to hotels, restaurants, and cafés.
• Ground Coffee Pre-ground roasted coffee supplied for filter machines and traditional espresso preparation in foodservice and retail.
• Coffee Capsules (Nespresso-compatible) Single-serve coffee capsules compatible with Nespresso machines, sold to HORECA operators and consumers via online shop.
• Biodegradable Coffee Capsules Environmentally friendly single-serve coffee capsules targeting sustainability-focused HORECA customers and consumers.
• Ready-to-Drink Coffee (Segafredo Caffè-Drinks) Ready-to-drink bottled and canned coffee beverages sold through retail and foodservice channels for on-the-go consumption.
• Brodies Tea Tea products distributed under the Brodies brand to HORECA and retail customers as part of Segafredo Zanetti's hot beverage portfolio.
• LINEA VERDE — Sustainable Coffee Line (ORGANIC and CLIMATE blends) Sustainably sourced coffee blends (organic-certified and climate-friendly) targeted at HORECA customers seeking certified green offerings.
• LINEA IMPRONTE — Professional Capsules Line Professional-grade capsule line marketed to HORECA operators as part of the LINEA professional family.
• LINEA FILTRO — Filter Coffee Line Filter coffee product range marketed to HORECA operators for large-volume and breakfast service.
• LINEA PROFESSIONAL Comprehensive professional coffee family for HORECA customers, including capsule and filter sub-lines with associated service.
• Segafredo STORIA — Special Edition Coffee Special-edition premium coffee celebrating the brand's Italian heritage, sold to HORECA and consumers as a premium offering.
• Segafredo Espressobars (Franchise Concept) Franchise-operated espresso bars offering Segafredo coffee to end consumers under a licensed brand concept.

Quantifiable outcome

• Over 4,000 HORECA customers in Germany served with direct sales support
• +3 more outcomes

Named customers5 records

Segments6 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Nine partnerships are on record, tiered core and minor.

• WildparkTaste / BBBank Wildpark (KSC)coreGTM or Marketing Partner · 4 December 2025Segafredo Zanetti Deutschland is the official main partner (Hauptpartner) of WildparkTaste – Made by Traube Tonbach – and the official coffee partner of the BBBank Wildpark (home of Karlsruher SC). All hospitality areas and public food outlets in the stadium will serve Segafredo coffee specialties. The partnership includes hospitality branding and targeted communications in the premium stadium environment.
• Breuninger (FashionXFood)minorGTM or Marketing Partner · 30 March 2023Segafredo has been a long-standing coffee partner of the Breuninger luxury department store's gastronomy operations. As sponsor of Breuninger's annual FashionXFood gourmet event, Segafredo provided authentic Italian espresso to thousands of guests alongside 14 Michelin-starred and acclaimed chefs.
• Hack AG / GenussGARTEN (Internorga)coreGTM or Marketing Partner · 10 March 2023Segafredo has been the official coffee partner of the GenussGARTEN exhibition area at INTERNORGA (Germany's leading hospitality trade fair, Hamburg) hosted by Hack AG for multiple years. The barista team serves thousands of cups to trade visitors annually, showcasing new sustainable product lines (Linea Verde, Linea Impronte, new RTD drinks) and training HORECA buyers.
• Fabbri 1905 (Lady Amarena Cup)minorGTM or Marketing Partner · 26 August 2021Segafredo was the official coffee partner of the 2021 Fabbri Lady Amarena Cup — the world's only cocktail competition exclusively for female bartenders. Segafredo supplied its STORIA sustainable Arabica blend and Brodies teas for the competition cocktails. The partnership aligned two historic Bologna brands (Segafredo and Fabbri) as ambassadors of Italian taste.
• TREK (Cycling team sponsorship)minorGTM or Marketing Partner · 30 May 2019Segafredo sponsored the Trek-Segafredo professional cycling team from 2015 to May 2023, when the partnership was mutually concluded. During that time, the team achieved historic results including Grand Tour wins (Tour de France yellow jersey, Giro d'Italia pink jersey), World Championship rainbow jerseys, Paris-Roubaix victories, and milestones in women's cycling. Segafredo remains a supporter of Trek as 'biggest fan.'
• Lattiz (Royal FrieslandCampina)coreStrategic or Co-development PartnerLattiz is a closed, hygienic milk-foam system by Royal FrieslandCampina (one of the world's largest dairy cooperatives with ~18,500 member farmers, 150 years of dairy experience). The system ensures optimal hygiene with no contact between barista and milk foam, and no contact between milk foam and machine. Segafredo recommends Lattiz for high-volume milk-foam customers as the optimal solution for delivering the best coffee quality in the cup.
• Too Good To GominorStrategic or Co-development PartnerToo Good To Go is a food waste prevention app connecting consumers with surplus food from restaurants and retailers at discounted prices via 'surprise bags.' Segafredo supports this partnership as part of its sustainability commitment, helping HORECA customers reduce food waste, cut costs, and attract new environmentally conscious customers.
• RelevominorStrategic or Co-development PartnerRelevo is a Munich-based startup offering a smart reusable packaging solution for the gastronomy sector (restaurants, cafés, corporate catering, caterers). Its Pay-per-Use system enables hospitality businesses to comply with single-use plastic regulations with minimal effort. Segafredo partnered with Relevo to support customers on their sustainability journey and ease the transition to reusable packaging mandates.
• Virtus Segafredo BolognaminorGTM or Marketing PartnerVirtus Segafredo Bologna is an Italian professional basketball club (established 1929) and one of Europe's most successful teams (two EuroLeagues, multiple championships). Majority shareholder and long-term main sponsor is Massimo Zanetti, founder of Segafredo Zanetti. The club serves as a brand ambassador combining Italian sports excellence with Italian coffee culture.

Scale indicators10 records

Recent moves8 records

Expansion highlights6 records

Broad incumbents

• Melitta Group: German family-owned coffee, filter, and coffee-machine group; competes with Segafredo in HORECA coffee, coffee filters, and increasingly in bean-to-cup equipment and capsules.
• Tchibo: Germany's dominant home-grown coffee brand combining retail and foodservice; competes with Segafredo across HORECA, capsules, and retail grocery with much larger German household penetration.
• JDE Peet's (Jacobs Douwe Egberts): Global coffee and tea conglomerate (Jacobs, Douwe Egberts, Peet's, L'OR) with a substantial German HORECA business; competes with Segafredo in both foodservice and the German capsule and retail-coffee market.
• Starbucks: Global coffee chain; competes with Segafredo Espressobars in German high-street and travel-hub locations for the consumer coffee-out-of-home occasion, with a different but overlapping premium-coffee value proposition.

Direct peers

• illycaffè: Trieste-based Italian premium espresso roaster with a comparable B2B HORECA model, single-origin and 100% Arabica positioning, and a global hotel/restaurant channel; competes with Segafredo on the 'authentic Italian espresso' narrative.
• Nespresso (Nestlé): Dominant single-serve capsule player; competes directly with Segafredo's Nespresso-compatible capsule line, and increasingly in HORECA premium coffee via Nespresso Professional.
• Lavazza: Italian family-owned coffee company with a near-identical B2B HORECA + capsule + franchise-café business model and global Italian-espresso brand positioning; direct competitor to Segafredo in Germany's foodservice channel.
• Dallmayr: Munich-based premium German coffee roaster and food service operator; one of Segafredo's closest direct German HORECA competitors, particularly in hotels, gastronomy, and office coffee.

Regional players

• Café Royal / Delica (Migros Industrie): Swiss-based coffee and capsule manufacturer; competes with Segafredo in the German HORECA and DTC capsule segment, particularly in office-coffee and sustainable capsule categories.
• Aldiana / Marché / Coffee Fellows: German/European coffee-shop and foodservice chains that buy roasted coffee at scale from roasters like Segafredo, but in some locations compete with Segafredo Espressobars for the grab-and-go premium-coffee occasion.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@segafredocentraleurope
• Facebookfacebook.com/Segafredo.siegen
• LinkedInlinkedin.com/company/segafredo-zanetti-deutschland-gmbh
• Instagraminstagram.com/segafredodeutschland

Compliance5 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Segafredo Zanetti