How 85°C Coffee Boosted Its Brand with a Short Film

If you’ve ever wondered how a chain like 85°C Coffee became known for more than just baked goods—and actually competes internationally as a coffee brand—here’s the story behind its transformation.

In 2023, 85°C Coffee was named one of the top 10 most popular coffee shops in the U.S. by Foursquare on World Coffee Day (September 29). To solidify its coffee credentials, the Taiwanese chain launched a short film called "The Journey of an 85°C Coffee Bean" and introduced a redesigned second-generation store format.

A Leading Coffee Seller Outside Convenience Stores

According to 85°C CEO Xie Jiannan, 85°C is the largest coffee retailer in Taiwan after convenience stores. Despite operating primarily as a bakery-café chain, coffee makes up a major part of its identity. The company is also unique in Taiwan as the only café chain that roasts its own coffee beans in-house.

Roasting In-House: From Import to Cup

85°C imports green coffee beans from Guatemala and Brazil every 7 to 10 days. Every step—from bean selection and roasting to cupping, storage, and distribution—is handled internally at the brand’s own coffee factory. This vertical integration allows the company to maintain full control over quality and freshness.

Revamping the Brand with New Stores and a Short Film

To reinforce its coffee-first image, 85°C unveiled a second-generation store design aimed at highlighting its coffee offerings. Alongside the redesign, the brand released a microfilm titled "The Journey of an 85°C Coffee Bean," which quickly gained traction online. The film visually documents the path a coffee bean takes from origin to cup, aiming to educate consumers and strengthen brand connection.

The timing was strategic: the campaign launched around World Coffee Day, when 85°C already had global visibility. The brand serves 40 million users worldwide, with over 1.5 million businesses interacting on its platform. Its popularity in the U.S. was further confirmed by its Foursquare ranking.

Frequently Asked Questions

What award did 85°C Coffee win on World Coffee Day 2023?

On September 29, 2023 (World Coffee Day), 85°C Coffee was named one of the top 10 most popular coffee shops in the United States by the Foursquare app, highlighting its strong coffee presence internationally.

Does 85°C Coffee roast its own beans?

Yes. 85°C Coffee is the only café chain in Taiwan that operates its own coffee roasting facility. It imports green beans from Guatemala and Brazil every 7 to 10 days and handles the entire roasting process in-house, including selection, roasting, cupping, storage, and delivery.

What is the 85°C Coffee microfilm about?

The short film, titled "The Journey of an 85°C Coffee Bean," follows the path of a coffee bean from its origin to the final cup. It was created to educate customers about the brand’s coffee process and enhance brand engagement.

What is an 85°C second-generation store?

The second-generation 85°C stores are a redesigned format focused on better showcasing the brand’s coffee offerings as part of a larger effort to reinforce 85°C’s identity as a coffee-centric brand.

How often does 85°C import coffee beans?

85°C imports green coffee beans from Guatemala and Brazil every 7 to 10 days to ensure freshness and maintain quality control.

How many users does 85°C Coffee have globally?

85°C Coffee has 40 million users worldwide and over 1.5 million businesses interacting on its platform, contributing to its recognition as a major global coffee brand.

Recommended FrontStreet Beans for Coffee Journeys

Explore FrontStreet Coffee’s Ethiopia Humbera for bright floral and citrus notes, or Yirgacheffe for juicy berry and stone fruit qualities—both single origins that highlight the kind of traceable, origin-focused coffee journeys 85°C promotes. For something deeper, try the Black Cocoa Blend, which mirrors the roasty complexity 85°C develops in-house. All are great examples of how transparency and origin character shape modern coffee experiences. Freshly roasted within 5 days · Orders placed before 17:00 ship the same day · Next-day delivery across most of Guangdong Province.