Photos Courtesy The Coffee
The Coffee was founded in 2018 in Curitiba, the brainchild of entrepreneurial brothers Alexandre, Carlos, and Luis Fertonani, who drew inspiration from Japan to create a unique coffee shop model in Brazil. Combining the rich flavor of Brazilian coffee with Japan's signature technology and minimalist design, they crafted a modern and innovative experience. The "to-go" concept, still relatively unexplored in Brazil at the time, required some adaptation for the Brazilian public, who quickly came to appreciate the practical format and efficient service offered by The Coffee.
The first store in Curitiba marked the beginning of exponential growth. With success in Brazil, the brand opened up for franchises and rapidly expanded, capturing international markets. In just five years, The Coffee now has over 200 locations in countries like Portugal, Spain, Mexico, the United Arab Emirates, and Thailand. The brand's international growth was driven by its innovative operations and distinct consumer experience, attracting interest from investors abroad. Each new location adapts to local cultural habits while maintaining the high-quality standards that define the brand.
The Coffee's business model is one of the key reasons for its ongoing success. The company leverages technology integration, using tools like tablets and apps to streamline service and offer a practical, modern experience for customers. Recently, the brand expanded its menu to include an all-day brunch, attracting a clientele looking for not just coffee but a comfortable space to work and socialize. This versatile and welcoming environment, combined with high-quality products, appeals to consumers seeking a distinctive alternative in the coffee shop market.
The future of The Coffee is focused on even more robust expansion, with an emphasis on Premium units that offer an enhanced experience, featuring larger spaces and diversified menus. The brand also plans to incorporate new digital interaction elements, reinforcing its commitment to innovation and staying aligned with modern consumer expectations. By combining quality with a continuous response to market demands, The Coffee has established itself as a successful brand both in Brazil and abroad, and it continues to expand and evolve with a global, forward-looking vision.
Interview with Lorenza Vieira, Branding Coordinator at The Coffee:
1. How did the idea of combining the concept of Brazilian coffee with Japanese influence in technology and minimalist design come about?
The idea came after several trips made by the founders to Japan, where they were struck by the culture of advanced technology and the country’s characteristic minimalist design. Inspired by this experience, they saw an opportunity to create a unique concept in Brazil, blending the quality of Brazilian coffee with a technological and aesthetic approach that would bring modernity and convenience to customers. This combination not only created a unique selling point but also offered a new experience for coffee consumers.
2. What were the biggest challenges you faced when opening the first location in Curitiba?
When opening the first store, one of the biggest challenges was educating the public about the innovative concept, particularly the to-go model, which was still largely unexplored in Brazil. Additionally, building a strong visual identity and implementing self-service technologies required careful planning. Another challenge was ensuring that the quality of the coffee and the minimalist yet efficient service were well-received by the local audience, adapting the operation to make the experience appealing.
3. Was the expansion abroad planned, or was it a consequence of the success in Brazil? How was the internationalization process?
The expansion abroad was a natural consequence of the success in Brazil, combined with the growing interest from investors and the founders' desire to bring the brand to other countries. The attractive business model, with a focus on innovation and customer experience, drew the attention of entrepreneurs in various markets. The internationalization process involved adapting operations for diverse markets, maintaining the brand identity and quality standards while also respecting local consumer preferences in each new market.
4. What makes The Coffee's business model innovative in the coffee shop market, and why do you believe it has become so attractive to investors and customers?
The Coffee's business model stands out through its integration of technology, such as the use of tablets and apps to streamline ordering, and its minimalist design, which optimizes space and provides a striking visual experience. Additionally, the focus on a comfortable environment and a diverse menu—like the recent all-day brunch—meets the demand for social and workspace areas. These innovative elements are appealing to investors due to the model's scalability and to customers for its consistent practicality and quality.
5. How do you ensure consistency in customer experience and product quality, considering the brand's global expansion?
To ensure consistency, The Coffee invests in strict training standards for staff and carefully selects ingredients. Each location follows established guidelines to guarantee that customers receive the same high-quality experience, regardless of the country. Additionally, the franchise structure and centralized support enable the maintenance of elevated standards, from product preparation and customer service to store ambiance.
6. What are the next steps for The Coffee? Are there plans to further expand the network or implement new elements in the customer experience?
The Coffee plans to continue expanding its network, with a focus on Premium model locations that offer a more comprehensive experience for customers, including comfortable environments and expanded menus. The brand is also exploring the incorporation of new elements to further enhance the experience, such as exclusive products and an improved digital interaction, ensuring that The Coffee experience remains innovative and aligned with the expectations of modern consumers.
