1987
Lavazza is increasingly focused on foreign expansion
In April 1987, Lavazza Deutschland GmbH is established and in 1988, Lavazza Premium Coffees is set up in New York and Lavazza Kaffee in Vienna, respectively the third and fourth foreign subsidiaries.

1989 - 1990
Vending
1989: Lavazza sets up the vending division, which becomes its third business area, joining the retail and food service outlets areas. Lavazza starts to market a special coffee machine that uses pre-packaged single-dose plastic pods. The machine is called “Espresso Point Lavazza”, and it is immediately in great demand. In Italy, 1990 is a record year for coffee. Lavazza Coffee Ltd, the fifth foreign subsidiary, is established in London in order to follow the interesting market developments in the United Kingdom and Northern Europe. Net profit at year-end comes to 33 billion lire. In Germany, the first Lavazza Caffè Espresso Bar is opened in Nuremberg in 1982, alongside the Training Centre in Frankfurt.

1991
Giuseppe Lavazza
Emilio's son Giuseppe joins the company. He is the first member of the fourth Lavazza generation.

1992-93
The four business areas
Lavazza decides to divide its business activities into four main areas: export, Italian retail sector, foodservice outlets and vending. Lavazza takes over various companies, including the French Holper, which integrate the production and marketing process of the “Espresso Point” system. Lavazza also takes over the majority stake in Coinca, an old Piedmont-based company specialised in blends for the foodservice outlets sector. Almost simultaneously, it acquires the Bourbon coffee business from Nestlé and the Su erte brand from Star. On a European level, Lavazza is one of the top 50 brands in terms of presence and recognition.
Advertising changes radically in this period. The Manfredi campaign moves over to make room for a new creative strategy with four outstanding testimonials: cartoonist Giorgio Forattini, tenor Luciano Pavarotti, and actors Bud Spencer and Monica Vitti.