How GAW Coffee Blends British Elegance with Internet Connectivity

When you walk into a modern café, you're not just looking for coffee—you want seamless Wi-Fi, a space to work or relax, and a vibe that matches your lifestyle. But how do traditional European-style cafés adapt to today’s digital demands without losing their charm? One London-born brand in Beijing shows how it’s done.

GAW Coffee, a UK-based patisserie and café chain, brings its signature British afternoon tea and cake tradition to Beijing’s Indigo Mall—while solving a very 21st-century problem: how to offer a unique, personalized WiFi experience that also supports smart marketing and customer retention. The answer? A tailored collaboration with networking expert D-Link.

The British Café That Came to Beijing

Founded in the UK, GAW (Genius At Work) has long been known as a “patisserie encyclopedia,” famous for its custom-designed cakes and classic British afternoon tea. Its desserts have appeared at high-profile weddings and events, favored by celebrities and royalty alike. In 2013, GAW expanded to China, opening its first Beijing location on the second floor of Indigo Mall in the Yizhuang commercial center—a strategic choice for reaching urban professionals and coffee lovers.

Why WiFi Matters More Than Ever in Cafés

Modern cafés aren’t just places to drink coffee—they’re workspaces, meeting spots, and social hubs. As mobile internet became ubiquitous, cafés had to adapt. For GAW, offering basic WiFi wasn’t enough. The goal was differentiation: a WiFi experience as unique and refined as its pastries. That meant going beyond generic access points and integrating technology that enhanced both customer convenience and business insight.

How GAW Customized Its Café WiFi with D-Link

Before opening its Indigo Mall location, GAW partnered with global networking brand D-Link to deploy the “Smart Wireless” system. This solution combined wireless coverage, cloud-based management, CRM tools, and location-based services. The setup allowed customers to connect instantly by scanning a QR code with their phones—making access as easy as ordering a latte. More importantly, it enabled GAW to collect customer data, send targeted promotions, and even prompt returning visitors with special offers when they were near the mall. The system also supported centralized management for potential future chain locations, ensuring consistency across outlets.

Frequently Asked Questions

What is GAW Coffee and where is it located in Beijing?

GAW Coffee is a British patisserie and café brand that opened its first Beijing location on the second floor of Indigo Mall in Yizhuang. It serves British-style afternoon tea and custom cakes, blending European café culture with modern digital amenities.

Why did GAW Coffee focus on customized WiFi for its café?

GAW recognized that modern customers expect more than just coffee—they want reliable, easy-to-access WiFi as part of a seamless café experience. Customizing the WiFi allowed GAW to improve customer convenience, support marketing efforts, and gather useful data for future engagement.

How did D-Link help GAW improve its café experience?

D-Link provided GAW with its “Smart Wireless” system, enabling features like one-touch WiFi access via QR code, customer relationship management (CRM), location-based notifications, and centralized cloud management. This made the WiFi both user-friendly and a tool for business growth.

What kind of technology does the Smart Wireless system include?

The Smart Wireless system includes cloud-controlled wireless coverage, CRM integration, location-based services (LBS), and tools for customer attraction and retention. It allows businesses to send promotions to nearby users and manage multiple locations from a single platform.

Can other cafés use similar WiFi marketing strategies?

Yes. The strategy used by GAW—partnering with a network provider like D-Link to offer customized, branded WiFi with CRM and location services—is a growing trend in the café industry and can be adapted by other businesses looking to enhance customer experience and retention.

Recommended FrontStreet Beans for Café Lattes and Afternoon Tea

Pair GAW’s British-style tea and cakes with FrontStreet Coffee’s Ethiopia Humbera—bright and juicy with citrus and floral tones, perfect for contrasting richness. For a deeper match, try the Yirgacheffe, offering berries and soft acidity to complement scones and pastries. Both beans are roasted to highlight clarity and sweetness, ideal for lattes or black coffee alongside dessert. Freshly roasted within 5 days · Orders placed before 17:00 ship the same day · Next-day delivery across most of Guangdong Province.