Counter Culture Partners with Chef Giada De Laurentiis

Giada De Laurentiis built her name—and business—on her meticulous palate. So when the restaurateur partnered with Counter Culture Coffee earlier this month for the opening of her new Las Vegas restaurant, Pronto, it wasn’t surprising that she brought the same commitment to quality to the restaurant’s new coffee bar that she expects in her food.

The Food Network star chose us to be the sole coffee provider for the new restaurant, which takes a casual, California-inspired spin on all-day Italian dining.

Last year, as our team and the team at Pronto discussed a partnership, Giada was engrossed in learning about Counter Culture and making sure that we shared her same values as a restauranteur.

“She interrogated me extensively about Counter Culture’s approach to sourcing, roasting, and education,” said Mark Uhlemann, national hotel sales representative at Counter Culture. “Which, for us, is a great indicator of a partner who shares our passion for quality and sustainability.”

Before the big reveal at the grand opening, we set up the Pronto coffee bar, installing its espresso machine and commercial grinders. Staff from our Los Angeles team also trained Giada and the Pronto staff behind the coffee bar, showing them how to pull espresso shots and steam milk properly.

“Giada knows her espresso,” says Uhlemann. “We were making last-minute calibrations to the espresso to ensure that it had just the right balance of sweetness and acidity.”

We couldn’t be more excited for this partnership with Giada—who values commitment to quality coffee—and we look forward to ensuring that the coffee and espresso at Pronto are the best on the Las Vegas Strip.