How about Huaihai Road Joe Coffee? Joe Coffee Brand Story Joe Coffee also sold bags!

Another time-honored brand stepped out of the "new height" across the border.

Joe Coffee bought a bag!

It is understood that in the past two days, a lot of black and white posters have been posted on the facade of Qiao Coffee on Huaihai Middle Road in Shanghai. After careful understanding, we know that it is Qiao Coffee and Chen Danyan who are selling bags.

This Shanghai bag is brown in color and is known as the "latte bag".

In fact, Joe Coffee is also a cross-border joint brand, and the history is not small.

Qiao Coffee is jointly created by Qiao Jiaga, a century-old pastry shop in Shanghai, and "Lutian Family", a well-known hand-made coffee club in Mudu boutique coffee circle. it is produced in the form of boutique coffee with traditional pastries.

Lutian family is a Japanese boutique coffee shop, which is good at selecting and baking coffee beans. The coffee beans used in Qiao coffee shop are baked by Lutian family, while Qiao Jiazhi on Huaihai Road provides traditional pastries. The two sides work together to provide Joe Coffee with a novel combination of traditional pastry and coffee.

According to the data, Qiao Jiazhu is an old brand in Shanghai, which was founded in 1909 and mainly produces traditional Chinese cakes and delicates. among them, "Qiao Jiachu" as a century-old brand, its pastry production skills have been listed as the intangible cultural heritage of Shanghai. Qiao Jiazhuang boldly played across the border at the end of 2019 and opened a very special cafe-Joe Coffee at 1314 Huaihai Road. With a new image of being young and rich. It has caused a new upsurge of traditional pastry with espresso, while the addition of hand-made coffee has further enriched the menu of "Joe Coffee".

"Joe Coffee" gives people a new feeling. When it first opened, it was very popular in Shanghai Modu market. Coupled with the threshold and price of Joe Coffee, it caused quite a stir in the foodie circle. In April 2020, Qiao Coffee, an online celebrity produced by Qiao Jiaji, a time-honored brand, launched a cross-border combination of "Rehabilitation Coffee", which also attracted a lot of white-collar workers who returned to work during the epidemic to come to taste fresh. At that time, many consumers who went to sign in also said that Joe's traditional pastry with coffee sounded irrelevant, but the spark from the collision was really unexpected.

As a coffee brand founded by Qiao Jiaga, a century-old brand, time-honored brands are also seeking transformation and innovation. Qiao Coffee has sold Shanghai "latte bag" across the border, which is actually a combination of "tradition" and "innovation". One of the manifestations of promoting transformation.

* Image source: Internet