I admit it. Many times I feel obsessed with the basics. I believe that if the fundamentals are right, then you are most probably half way there. Like electronic experts are fond of neatly wired equipment with a clear architecture, I am amazed of how the coffee brewing company Coffee Island has W.I.R.E.d itself for success.

photo credit: IMG_5071 via photopin (license)

Let me elaborate in the following lines what I have discovered during my visits in their stores and how I came up with this new abbreviation of mine.

Work: Many people think that quick successes come to lucky people, the crazy risk takers, the ones with the four-leaf clover. However, it usually takes many years of hard work for an “overnight “success. Both stores I have visited radiate “hard work”, starting from the very distinct and bold brown and yellow logo to the smallest communication material. Lastly but most importantly, the people in charge of the company’s expansion have obviously prepared a great franchise agreement framework. Doing so isn’t easy, as it needs a lot of hard work, finding the right profit sharing balance between the franchiser and the franchisee, ensuring the logistics and keeping consistency of product quality and service experience throughout the stores network (currently counting 240 stores).

Innovation: an element of differentiation, a reason for a price premium, corporate mumbo jumbo, a way of operating or however you want to think of it, many times innovation is like teenage sex: everyone talks about it, but nobody really knows how to do it (or dares to do it). On the contrary, in Coffee Island stores I have witnessed two vibrant examples of innovation: 1) The Swiss Water ® Process, a non-chemical method of having a 99.9% decaffeinated coffee that keeps most of the organoleptic characteristics of coffee.

2) the Nespresso® compatible capsules that can be prepared for you on the spot with freshly brewed coffee and at a competitive price vs. the original ones (-20%). Innovation is not only about patenting a Nespresso® capsule system back in the ’90s but also about re-framing an innovation to serve your consumers.

Respect: Following rumors for other coffee brewers in Greece, I highly appreciate that Respect in Coffee Island seems to be a value valued. The Microfarm Project with coffees from Nicaragua and Rwanda, not only conveys coffee know-how, excites consumers/connoisseurs and brings news to the stores, but ultimately gives a proof point that the company cares for smaller communities. The Nicaraguan coffee I tasted at home, delivered indeed the promise with its intense taste profile!

The second practice conveying respect, is applied to their take away business and it is about using only once the milk for preparing the cappuccino coffees. Clever wording, to the point communication and finally a good placement in a counter-top poster, gave me the opportunity to notice this and go through the text while I was waiting for my coffee.

We could have chosen to do anything for profit but we insist in quality. We won’t use milk twice for your cappuccino…Respect

Experience: After some questions on the coffee blends, I received very satisfying answers, reflecting the franchisees staff good training. At the end of our discussion, I was pleasantly surprised that I was full-heartily offered an espresso to taste for myself. Sampling your product in the correct way, is the epitome of consumer experience and it is prevalent that Coffee Island’s USP (Unique Selling Proposition) does not include coffee culture paraphernalia such as ambient lighting, free WIFI, coffee table books and comfortable armchairs but instead places the product at the center of the experience. This is the kind of contemporary Greek espresso bar, where you will not spend hours drinking your beverage, but sensorially enjoy your coffee and get going.

All in all, I guess there is really no secret formula for an “overnight” success. To me, Coffee Island adopted W.I.R.E. (Work+Innovation+Respect+Experience) and it worked!

What’s your formula for success?