The vending locations are distributed by their mobility capacity: The huge coffee pot Kiosk, The trailer and the Inside coffee shop.
Reporting the network turnover to be more then 1.000.000 Euro, with a 50% growth from the previous year and a team of 51 employees, Coffee 2 Go is undoubtedly one of the most successful small business in Romania in the past five years, based on a tenable continuous development.
Selling more than 2500 drinks/day, we are competing with the biggest operators in this “coffee to go” field
It’s not just Ally McBeal & Co who seem to like coffee-to-go. Traditional coffee culture is adapting to busy everyday urban life. For people who find that coffee is an indispensable part of their daily life, think of the times you had to endure the overly bitter or overly diluted coffee that is being served in all coffee vending machines? Guess what? You do not have to do that anymore! Your day at work has to be productive, not miserable. Here we are with the most accessible best filtered “coffee to go”. But how do we sell it? How do you sell a product with such a strong competition?
We had to make a dramatic enough impact to make the shopper actually think about a purchase decision that he normally makes on autopilot, by simply grabbing his familiar brand.
No matter how compelling (or how well advertised) the product proposition is, we needed visually impactful packaging to ensure that we gets a chance to sell.
Unfortunately, on the go, we do not have the luxury of time. If the packaging does not tell the story clearly and persuasively within few seconds, shoppers will not bother trying to figure it out: They will go with a trusted alternative. This point leads us back to the presence of well-established habits and alternatives. It’s not good enough for our coffee to be “interesting”, it has to be clearly different and demonstrably better than the shoppers current product, which is often next to it.
How can new products possibly communicate and differentiate effectively within 5-10 seconds? The answer is by communicating visually, via bold graphics and/or a unique packaging structure. In other words, the most successful products often “embody” their point of difference, through their packaging and presentation. We had to “break the rules” of the category, with a shocking colour or a new delivery system. Our “coffee to go” needed a packaging study, because for any (new) products, the package is the product.
So we went to OSIM and registered the “Coffee-2-go” concept as a mobile surprised coffee cup like kiosk. The image generates the interest and the quality amplifies it. For those of you who are not in a hurry, wishing to have your coffee in a cool quiet place, in 2016 we started a brand new small coffee shop, named suggestively: Coffee 2 Go INSIDE.
What are we selling? Hot drinks made from freshly brewed coffee mix, using a recipe made especially for us by Leonard Caffe. And that is not all; the fruit lemonade, the milkshake, the ice-cream frappe and other cold delicacies meant to chill you out in the hot days or after a long night.