In 2002, Phillip Di Bella's childhood passion for coffee and keen entrepreneurial spirit led him to establish a small coffee-roasting warehouse in the inner suburbs of Brisbane (Di Bella 2012). With a keen sense of direction and passion for his coffee products, and providing unparalleled customer service, Di Bella Coffee quickly grew to become a key player in the coffee-roasting scene. This passion for the ultimate coffee experience is evident in the firm's logo 'Di Bella Coffee Inspires Passion'. Phillip Di Bella explains: The common denominator of this company is about inspiration and passion. We are not a coffee company, we are a people company. You know, are we inspiring you from the moment you walk in the door to the moment you leave? If you are not feeling inspired, then we haven't done ourjob properly as a company. Fundamentally, providing the ultimate coffee experience, as detailed in the following case study, focuses on the coffee consumption experience, not just the coffee itself. Over the last 10 years, Di Bella Coffee has constantly strived for the ultimate coffee while implementation expanding business operations into the booming Asian coffee market, establishing headquarters in Shanghai in 2010. In 2011, Di Bella Coffee commenced its second international venture with the launch of operations in India (Di Bella 2012). This was soon followed by the creation of a new category of coffee, set to revolutionise the coffee industry. The fusion of two traditional forms of coffee espresso coffee and instant coffeeled to the development of TORQ, an innovation by Di Bella