![]() ![]() Inside an Alfred coffee shop in the Studio City neighborhood of Los Angeles. Building an 'Instagrammable' brand takes more than what meets the eye "That's been an unexpected little silver lining, which we had never even thought about prior to the pandemic," he said. Now wholesalers are urging the company to sell its syrups in grocery stores. The brand sold more than 500 units of the syrup in the first two days it was online, Zad said. "When I decided to speed things up, the team mobilized around it and was really quick," he said.Īlfred also added signature products, like its housemade vanilla syrup, in its ecommerce shop and offered customers a full kit to make their most popular drink - the iced vanilla latte. Accelerating the subscription launch was another moment for nimble collaboration. Then in April, the company reopened its flagship location by fast-tracking the contactless ordering app it had been developing for more than a year.Īlfred's team is quick to adapt to consumer demand and enact new products - Zad claims the brand was the first LA cafe to use Oatly oat milk in its drinks. Alfred declined to disclose the number of subscribers the company acquired since March. Subscribers get a 12-ounce bag of whole-bean coffee or espresso delivered to their homes every month. They rolled it out to customers just a week later. The company's business development group - which consists of a graphic designer, social media manager, brand director, and beverage director - decided to move forward with the subscription service the day stores closed on March 16. "The minute we closed our stores, it was how can we drive more traffic and continue to affect people's lives in a positive way?" Zad said. The company originally planned to launch its coffee subscription this fall, but when the company temporarily closed all of its cafes during quarantine in March, it kicked the initiative into high gear. Zad's long-term goal is to become synonymous with the LA coffee scene and grow into a larger, international brand. Delivering the same craft coffee experience at homeĪlfred offers a kit for customers to make the brand's famous iced vanilla latte at home.Īlfred takes a three-pronged approach to its sales channels, focusing on retail, wholesale, and ecommerce to generate revenue. Zad told Business Insider how Alfred sped up its direct-to-consumer program, released a mobile app, and launched a coffee subscription service during quarantine. So what happens when a brand that relies so heavily on its "in real life" atmosphere gets closed down by a global pandemic? It incites founders like Zad to innovate - in his case, deliver the aspirational barista experience directly to the customer's home. Previous partnerships include campaigns with Kylie Cosmetics and Postmates to promotions for the Netflix series "The Crown" and the film "Marriage Story."Īt the beginning of the year, the company released a new website design that, an panel that recognizes excellence in web design, said provided "an online experience as unique and superior as their IRL experience." The brand partners with a different company every month to design splashy sleeves with a statement. ![]() Alfred's cups are fashion accessories for the stylish customers who post their outfits with coffee in hand. Not since Starbucks' hey-day has a cup of coffee been an icon in its own right. Payment processor Square reported three in four coffee sellers continued operations during shelter-in-place orders and saw a 109% increase in subscription coffee sales from March to April.Īlfred mixes up a variety of specialty drinks, from lattes to matcha tea. Specialty coffee shops have seen a boom in at-home orders, delivery, and subscriptions during the pandemic and it indicates a larger transformation of the industry. When people couldn't visit their local coffee shops during quarantine, they learned to brew their own "cup of joe" at home. Visit Business Insider's homepage for more stories.Zad shared how Alfred sped up its direct-to-consumer program, released a mobile app, and launched a coffee subscription service during quarantine. ![]()
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