Additionally, we've beefed up our offering on our website from the tools to make coffee at home, to the coffee subscription service that we launched with our beans, as well as some kits that we've created, like our do it yourself vanilla latte kit and home boba milk tea kit. That's been something we probably would've never explored had it not been for the pandemic. That's been so wonderful for us that right now we are working on bottling it with the co-packer and taking it national in terms of grocery and direct to consumer. We got a massive response from people that this is the missing ingredient that they'd always needed to take their home coffee to the next level. We started selling that online and in the cafes. We took a couple of things that we did really well in our cafes, for example we have a world famous ice vanilla latte, and the vanilla syrup that we use is proprietary, it's made in-house. Zad: There's some people that, whether it's temporary in the face of the pandemic or long-term, are much more reliant on preparing coffee and tea at home. I think we've been pretty accurate with that.įromm: Have you activated your brand in new ways as a result of this change? It's fundamentally very different for us to navigate in this new environment because two of our three main principles have been undermined, but we try to beef up what we can which has been critical for us to continue the tradition of delivering a great experience overall for our customers that said that they rely on us. And an experience really becomes the user interface on this app. There is a disconnect that we have to address. With Covid undermining the last two, customer service now becomes communicating through an app. ![]() There is the experience that's everything from the design, to the branding, to the interiors, to the flow of the experience inside. There's quality we want great products and we'll never settle for anything else. The business of Alfred is really based on three principles. Coffee's such a big part of people's routines and there're so many wonderful options, so why would they come to us? We work hard to continue that bond. Zad: We've worked really hard since we launched about eight years ago to really engrain ourselves with the local LA community. This removes the customer service aspect and becomes a different animal for us in terms of challenges.įromm: I'd like to understand how the role your brand plays has changed with your consumer? That created a very convenient, easy way for people to continue ordering coffee but creating a safer environment for our employees and for themselves, by just making it a bit more seamless. ![]() It was something we had been working on and did not envision launching until 2021, but lucky for us, we were in development on it so we were able to roll that out with all the new locations reopening amidst the pandemic. So we quickly launched an app version in April 2020. On the flip side, people that like to go to the cafes, obviously weren’t able to enter the cafe and order. Postmates was a great way to sort of the jump on that. They didn't want to leave the house, but they still wanted their coffee. ![]() Trusted brands, like Alfred, that they had ordered from or had always been thinking about ordering from, were easy for them to shift to. When the pandemic hit, people's reliance on delivery apps, like Postmates went through the roof. But, that relationship really worked out for us over the years and we relied on it as a small steady source of income. We have been an exclusive partner of Postmates, which in the beginning was a bit of a crazy idea that people would order something on a delivery app and pay fees that were sometimes 20- 30% of the cost of the actual product they were ordering. Zad: For people who wanted to continue getting coffee at our cafes, two things really unfolded, the simplest one for us was to build the reliance on Postmates. Fromm: How have things played out for you?
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