GREYBOX COFFEE opens its first ROASTERS baking factory in Beijing

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Recently, GREYBOX COFFEE Beijing's first ROASTERS baking factory store opened in Oriental Xintiandi, which is also the third ROASTERS baking factory store in the country after Shanghai and Wuhan. It is reported that GREYBOX COFFEE has four specialty stores from ROASTERS to KITCHEN, opening a new model of boutique coffee "experience" supremacy.

The supremacy of experience opens a new mode of coffee

According to the statistics of the London International Coffee Organization, the scale of China's coffee market is growing at a rate of more than 15% a year, gradually breaking through the 100 billion mark, in which the brand and commercial awareness of boutique coffee is increasing, gradually transforming from minority consumption to daily consumption, the consumption concept of "boutique coffee" is going deep into the lives of urban people, and boutique coffee brands such as GREYBOX COFFEE are also receiving more and more attention. Unlike traditional chain coffee and Internet coffee that has emerged in recent years, consumers can clearly feel that boutique coffee tastes better. Besides, what else can boutique coffee bring?

In September 2018, GREYBOX COFFEE opened its first roasting factory featuring ROASTERS in Shanghai LuOne Jingjie Square, together with a well-equipped coffee classroom, so that consumers have the opportunity to witness the whole process of coffee beans being roasted carefully and finally made into mellow coffee. According to the person in charge, the deep coffee experiences such as tasting, flower drawing, hand brewing and roasting meet people's needs for further study and experience, and learn more about the stories behind boutique coffee. With the success of its first store, GREYBOX COFFEE also copied this coffee experience model to Wuhan and Beijing to radiate more cities that love coffee culture.

In addition to coffee, GREYBOX COFFEE also tries to combine it with boutique coffee on new business type. In February 2019, the first KITCHEN specialty store was opened near Shanghai Century Park, where more than 30 meals and desserts accompanied with boutique coffee were unveiled at the same time. As a result, the space use of the coffee shop has been upgraded again. According to Mr. Xu, a regular customer of the shop, unlike ordinary coffee shops, which only take a nap, the food here is served all day, and the coffee is of high quality, no matter on weekdays or weekends. This shop is his friend's first choice for dating and family gatherings.

The pursuit of quality starts with every coffee bean.

The so-called "boutique coffee" is from the beginning of the selection of coffee beans to adopt a higher standard and pursue the ultimate flavor. GREYBOX COFFEE emphasizes the origin of raw materials and the standard of production. Coffee beans with a SCA score of more than 80 are selected and roasted by SCA certified roasters. With years of baking experience and technology, each coffee bean presents a different flavor. In addition, the fresh milk used to make coffee is flown in from Australia every week, supplemented by state-of-the-art coffee equipment.

Also on the coffee team is the 2017 World Barista Competition champion Dale Harris, who is responsible for training baristas and upgrading coffee formulations, strictly checking every cup of coffee produced.

According to relevant officials, recently, GREYBOX COFFEE's Australian blended coffee beans won the Silver Award of the 2019 Australian International Coffee Awards (AICA) and stood out among more than 800 coffee entries from more than 180 exhibitors. It is also the coffee brand that China only only won this award, winning high praise from the judges for "flavor balance" and "velvety taste".

Unlike cafes in hutongs or alleys of the French concession, GREYBOX COFFEE's original intention of investing in boutique coffee is to make it easy for people to enjoy boutique coffee in CBD. Since the country's first store is located in Beijing Kerry Center, and then to the Financial Street Shopping Mall, Huamao Shopping Mall and Beijing International Trade Mall, GREYBOX mostly covers first-tier high-end office buildings and shopping malls. Oriental Xintiandi is also the core location of its Beijing CBD. As a business district full of high-end shopping malls and office buildings, Oriental Xintiandi brings together high-end people, including business people, senior white-collar workers and lovers of boutique coffee.

In December 2016, GREYBOX COFFEE opened its first store in Beijing in an attempt to integrate boutique coffee into urban life; in 2017, GREYBOX COFFEE was valued at US $100 million; so far, GREYBOX COFFEE has covered 26 stores in nine major cities across the country, and won the honor of "boutique coffee of the year" by several authoritative media such as "TimeOut Shanghai" and "That's   Beijing".

On the business layout in 2019, the relevant person in charge of GREYBOX COFFEE said, "in the future, we plan to open up overseas cities and build international boutique coffee brands." Following the opening of three ROASTERS roasters and the first KITCHEN store in Shanghai, more specialty stores will be launched to create a unique experience space for coffee lovers and foodie glutton. "