GREYBOX COFFEE Opens First Offline KITCHEN Store

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At present, although China's annual coffee consumption accounts for only 2% of the world's total, China's coffee demand has entered a period of rapid growth, with an average annual growth rate of 15% to 20%. Compared with the mature overseas market, China's boutique coffee consumption is sprouting, and the domestic boutique coffee industry has begun to enter a new stage of large-scale development from scattered and independent "small and beautiful" stores, and boutique coffee brands similar to GREYBOX COFFEE are also emerging.

With the escalation of consumption, the new generation of coffee consumers not only put forward higher and higher requirements for coffee quality, but also pay more and more attention to the experience brought by a cup of coffee. As a result, boutique coffee brands, in addition to delicious, starting from the consumer experience, are also pursuing more possibilities.

GREYBOX COFFEE opened its first KITCHEN store in Shanghai on Feb. 14, another specialty store after its Shanghai and Wuhan ROASTERS bakeries. It is understood that the opening of the KITCHEN store, mainly boutique coffee and meals, desserts more combination, consumers can experience the delicacy of coffee and food at the same time.

When "delicious" has become the industry standard, the way for boutique coffee brands to stand out needs to take a different approach. GREYBOX COFFEE launched ROASTERS Bakery in September 2018, demonstrating its professional baking skills for the first time. In the specially built boutique coffee classroom, consumers can not only witness the whole process of coffee beans being roasted carefully and finally made into mellow coffee, but also have the opportunity to make a cup of coffee by hand. Deep coffee experiences such as tasting, flower drawing, hand brewing and roasting meet the needs of consumers for further learning and experience. while promoting boutique coffee culture, brands can also let more and more people know the story behind boutique coffee.

The new KITCHEN store opened by GREYBOX is a combination of fine coffee and fine coffee in the form of dining, which is also a new attempt made by GREYBOX COFFEE in the collocation of fine coffee. More than 30 kinds of rich meals have been launched in the store to remove the excess greasy from the food and bring customers a better experience through the taste of boutique coffee. According to the person in charge of GREYBOX, Kitchen will also serve as the food research and development center of GREYBOX COFFEE in the future, together with a professional team, to continue to develop more meals.

Starbucks is creating the third space, and the GREYBOX COFFEE Kitchen store is largely a re-upgrade of the use of store space. In addition to following the usual simplicity of GREYBOX COFFEE, consumers can come to the store without being limited to a few hours on weekend afternoons. Full-day meals with boutique coffee can fully meet multiple needs such as friends' appointments and family gatherings.

In recent years, the topic of the field of freshly ground coffee has attracted a lot of capital. Today, innovation is gradually extending from freshly ground coffee to boutique coffee. As the representative of boutique coffee, GREYBOX's Kitchen store is a good attempt of cross-border innovation between coffee and food, but the effect of cross-border has yet to be tested by the market.