How Cafes Are Leveraging On The Cold Brew Coffee Subscription Trend
From a good old cup of kopi in the center of the hawker to a long black in a third wave cafe, Singapore indeed has a vibrant coffee culture.
The coffee industry in Singapore traditionally has two faces: kopitiam stalls selling hundreds of cups each morning; and specialty coffees popping up all over the island.
In recent years, however, another player – e-coffee – has joined the game and is on an upward growth path.
The e-cafe business model is simple: just order coffee beans or coffee grounds online, and a package will be delivered to your door.
Perhaps the appeal of electronic coffee is in its convenience and customization. Coffee will be delivered to customers based on their frequency of consumption, and brands like Hook Coffee allow customers to take a “matching coffee” quiz on its website to determine the best coffee for their palettes.
The latest addition to Singapore’s coffee industry – cold drink subscriptions – goes one step further.
The draw for Cold Brew subscriptions
Much like electronic coffee companies, customers can order their products online and have them delivered to their doorstep. A huge difference is that the coffee is already brewed for them.
The cold brew coffee craze is nothing new. Unlike regular iced coffee, cold brew is made by soaking coffee grounds in room temperature water for six to 12 hours. Coffee lovers have long praised it for being less sour and bitter than its iced counterpart.
However, during the breaker period, sales of cold drink subscriptions exploded – at least that’s what it looks like on my Instagram Story feed.
I saw a different person unwrap another delivery of cold brew, or a perfectly groomed photo of a cold brew bottle sitting next to a houseplant every other day.
Marilyn Teo, 23, said her friends surprised her with a set of cold drinks for her birthday that fell during the breaker. She joked that it seemed like the “latest fad”.
Mirroring this trend, cafes that traditionally operate in physical stores have jumped on the bandwagon to deliver beers to customers’ doors, some on a weekly basis.
Mosanco Enchanted Cafe in Rangoon Road is one of them. The cafe broke new ground to create a “Snow White and the 7 Dwarfs” set, with eight bottles of cold beer priced at S $ 50.
The cafe only implemented their cold beer delivery during the breaker time as they noticed locals couldn’t get their favorite drinks at the cafe.
“We wanted to create a little bit of joy and positivity for our customers during this (breaker) time to hopefully motivate them,” a spokesperson for Mosanco Enchanted Cafe said.
The cafe then started bottling and delivering these popular drinks to customers’ convenience.
Their delivery service increased the volume of coffee sales during the breaker period, prompting them to offer 24-hour delivery service throughout the island.
Meanwhile, the Parallel Coffee and Smoothie Bar operated two stores at Raffles City and Town Hall.
The first has since closed permanently, but the store’s cold beer delivery service is still booming, with customers flooding social media with images of their deliveries.
For Parallel, six bottles of cold brew a week will bring home a $ 28 coffee lover.
Indeed, the convenience of having a week’s supply of coffee delivered to your doorstep was a key factor when making a purchase.
“I didn’t want to make unnecessary trips out of the house, so when I saw Parallel’s cold drink subscription I decided to give it a try,” said Anabelle Lim, 25, who had been working since at home during the circuit breaker. .
“I usually drink at least one cup of coffee every day, so the subscription was worth it,” she told herself.
Will this trend continue?
It sure looks like cold drink subscriptions are the latest innovation in the coffee world, with businesses and individuals following the trend.
Perhaps coffee aficionados could be skeptical about this. After all, there is still charm in having your freshly brewed coffee in front of you in a bustling cafe.
As Singapore enters Phase 2 and customers return to workplaces, cafes and coffee shops on a regular basis, the surge in demand for cold drink subscriptions may ease.
Despite this, Mosanco Enchanted Cafe’s cold beer delivery will be “here to stay.” Cafe believes that while its cold brew was all the rage when most people worked from home, many customers will continue to deliver cold brew “right to their desks”.
The convenience factor Singaporeans value is certainly a huge selling point, and the luxury of having your cold beer delivered in bulk at the start of each week just might be the future of coffee.
Featured Image Credits: SG Magazine
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