How 85°C Is Reinventing Itself as a Coffee Brand

If you’ve ever walked past a busy café and wondered which chain actually sells the most coffee outside convenience stores, here’s your answer: in Taiwan, it’s 85°C. But beyond volume, the company has quietly built an entire coffee operation under one roof — from green beans to roasted roast.

In short: 85°C is Taiwan’s largest non-convenience-store coffee retailer. It also roasts all its coffee in-house — the only major chain to do so — importing beans directly from Guatemala and Brazil every 7 to 10 days.

What Makes 85°C Different From Other Coffee Chains?

Most global coffee chains either buy roasted beans from third parties or roast in centralized locations far from their retail shops. 85°C does neither. The company operates its own coffee roasting factory, controlling every stage: green bean selection, roasting profiles, cupping, storage, and distribution. This vertical integration lets 85°C maintain consistency and react quickly to changes in bean quality or customer taste.

The Coffee Roasting Process Behind the Brand

Every 7 to 10 days, 85°C imports green coffee beans from two primary origins: Guatemala and Brazil. These beans go through a complete in-house cycle: selection, roasting, cupping for quality control, then storage and transport to stores. The company doesn’t disclose specific roast levels or profiles, but the frequency and control suggest a commitment to freshness and quality assurance typical of specialty practices.

Why Is 85°C Launching a Second-Generation Store Design?

According to CEO Xie Jiannan, 85°C is rolling out a new “second-generation” store design as part of a brand refresh — and the goal is clear: to double down on coffee as its core identity. The new look aims to reinforce the message that 85°C isn’t just a bakery or fast-casual chain with coffee on the side. Coffee is the hero product.

What’s 85°C’s Global Coffee Presence?

By September 29 — World Coffee Day — 85°C had built a significant international footprint. The chain boasts 40 million users globally, over 1.5 million merchants interacting on its platform, and recognition on Foursquare, the popular U.S. foodie app, where it ranked among the top 10 most popular stores in the United States. That visibility hints at a coffee offering that’s resonating well beyond Asia.

Frequently Asked Questions

Is 85°C a coffee chain or a bakery?

85°C is known for selling baked goods, but it operates more coffee outlets in Taiwan than any chain except convenience stores. Coffee is central to its business identity, especially after its brand revamp under CEO Xie Jiannan, who emphasizes returning focus to coffee.

Does 85°C roast its own coffee beans?

Yes. 85°C is the only major coffee chain in Taiwan that roasts all its beans in-house. It owns its own coffee roasting factory and handles everything from green bean selection to roasting, cupping, storage, and delivery.

Where does 85°C source its coffee beans from?

85°C imports green coffee beans directly from Guatemala and Brazil every 7 to 10 days. These are then roasted in its own facility using a process managed entirely in-house, including quality checks through cupping.

What is the 85°C second-generation store concept?

The second-generation store design is part of 85°C’s rebranding effort to strengthen its image as a coffee-first business. CEO Xie Jiannan confirmed this move is meant to emphasize coffee as the chain’s core offering, not just an add-on to food items.

How popular is 85°C coffee internationally?

As of September 29 (World Coffee Day), 85°C reported 40 million global users and over 1.5 million merchants on its platform. It was also ranked among the top 10 most popular stores in the U.S. by Foursquare, showing growing international recognition for its coffee offerings.

Recommended FrontStreet Beans for Home Roasting Fans

If you’re inspired by 85°C’s in-house roasting model, try these FrontStreet beans to explore roast profiles yourself. FrontStreet’s Ethiopia Huakui offers bright citrus and floral tones with a juicy body — ideal for pour-over. Their Brazil Queen Manor delivers nutty, chocolatey richness perfect for espresso or milk drinks. Finally, the Yirgacheffe brings vibrant berry and stone fruit notes with a clean acidity. All three highlight the impact of origin and roast finesse, much like 85°C’s carefully controlled in-house process. Freshly roasted within 5 days · Orders placed before 17:00 ship the same day · Next-day delivery across most of Guangdong Province.