These guys have a great idea and like the wine of the month club, they are exploiting a huge new trend.
Wanted.Coffee has launched an online subscription club service to allow discerning coffee connoisseurs across the UK and Ireland to receive a micro-lot of coffee direct to their door every month.
Martin Symington, local entrepreneur and Master Roaster at Wanted.Coffee, talks about the development and the increase in demand for the brand’s unique offering:
“Every month, we roast a variety of coffee beans. Subscription customers can receive micro-lots, which are essentially very small batches of the best of the best coffee beans, roasted by the team at Wanted.Coffee. Our roasting expertise enhances the natural characteristics and flavours of these rare beans, creating a truly unique coffee that is unseen anywhere else.”
Martin adds: “Education is a big part of the subscription and coffee club business. We tell our customers about our coffee, how it’s grown and how it has been roasted. We teach them different ways to brew it. Also, to ensure customers are aware of the flavours they’re sampling, we’ve created a short tasting card for every single one of our unique roasts. Customers can also opt to have their selection delivered as whole bean or in ground format.”
Martin is also the owner of Pure Roast coffee which has supplied a number of distinguished global brands, including airlines and coffee houses, for over a decade. The coffee market is growing globally with markets such as China only starting to embrace the coffee club phenomenon. Martin discusses
“Over the last decade coffee has occupied a psychic-cultural space known collectively as ‘the third wave of coffee’, which is useful in thinking about coffee’s development into something culinary and revered. The surge in the wave is now happening in directly sourced coffee. As more and more people fall in love with coffee every day, they want the option to choose new flavours. We’re calling this the New Wave of coffee.”
Frank McGrady, Director, Marks Design shares his insights into how the brand proposition was created and the rationale behind the e-commerce and social media engagement strategies:
“In the e-commerce business, success is built on building a relationship with the customer – it’s not just about the sale. The key is to create loyalty by providing a valuable experience that they can’t get elsewhere.”
“Wanted.Coffee provides coffee club members with a portfolio of pricing plans, tailored to their unique needs. Every month we line up three of the most exclusive coffees we can find. You take a shot on the one you think you’ll like the most, and then start a new round next month. It’s unique, it’s exclusive and it’s for people who are serious about coffee. In a world overflowing with average, the most unusual, most unique, is always the most wanted.”
The Wanted.Coffee marketing proposition is based on a 4 step customer journey:
- We Source – It’s not easy finding the best beans in the world. That’s why we spend a lot of time searching, travelling and tasting.
- You Choose – Every month we select a range of coffees and roast them to perfection. All you have to do is pick one from the line up.
- We Deliver – Every month our coffees are packed into a post-friendly box delivered directly to your door.
- You Enjoy – Cafetiere, Stove Pot, Chemex: however you like to brew. For us, there is no wrong way, just enjoy it.
The online business launched with four distinctive flavours on 1st November 2016: Columbia: Orange + Chocolate + Fruit Cocktail; Ethiopia: Chocolate + Passionfruit + Sugar Cane; Sumatra: Sweet + Fruity + Refreshing and Columbian Decaf: Smooth + Biscuit + Chocolate + Peanut.
For further information on Wanted.Coffee and to check out the new flavours log onto:
www.facebook.com/wanted.coffee
instagram – @wanted.coffee
twitter – @wanted_coffee
