However, since Korean coffeehouse market is getting saturated and consumers are becoming savvy about coffee, Caffe Bene needs to find a new solution to overcome growth stagnation. These achievements were possible mainly because Caffe Bene adopted distinctive shop design, maintained aggressive marketing strategy, developed new menu, and combined the unique Korean culture with ordinary concept of café to make its place attractive. Despite harsh competition among various coffeehouse brands, Caffe Bene has been accomplished astonishing outcomes in domestic market and now ranked 2nd place in sales among the global coffeehouse franchise in 20. “We’re like a chameleon, we will change as the market changes.Caffe Bene, one of the most notable coffeehouse chain brands in Republic of Korea, gives us some thought-provoking issues in terms of sustainable success. “If we open in the Hispanic community in LA, I’m sure we’ll address the needs accordingly in terms of modifying the menu to deal with customers in that area,” he said. “I think you have to be if you’re going to accommodate America being a melting pot for a million different nationalities, quirks and idiosyncrasies, but coffee is so universal,” said Barry. Despite having such a broadly international menu and aggressive expansion plan, the company has confidence in its numbers and ability to provide an experience beyond what other coffeehouses have done.
#Caffe bene series#
In the U.S., couples were filmed enjoying desserts at Caffe Bene in “The Love Experiment,” a TV series about couples getting married the second they meet, which will air later this year on A&E. Americans can already expect the same treatment as the chain expands. Utilizing his relationship with South Korean entertainment agency iHQ, Kim’s coffee chain has gotten exposure in popular TV shows and celebrity signings at Caffe Bene locations in Korea.
Kim opened the first Caffe Bene in Korea back in May 2008 and now oversees over 1,500 locations worldwide. Franchise owners must undergo an in-depth month long training program and learn to use La Marzocco espresso machines, a leading brand frequently seen in third wave coffeehouses.
#Caffe bene professional#
The head of the coffee division, Jun-ho Choi, earned professional accreditation to grade coffee in Arkansas. And once we expose them to that, they tend to come back with greater regularity.”Īlthough Kim has admitted to not being a coffee fanatic himself, the research and development team seems to take it seriously. “They want to be treated like human beings, be offered and catered to in a manner that they haven’t had before.
“There are a lot of people who want something more than just the grab and go,” said Barry.
Unlike other coffee shops that have limited outlets to discourage camping out, Caffe Bene has a set up that invites customers to linger in its vintage interior, which is modeled after traditional European coffee houses, except with some inspiration from New York’s industrial look and recycled natural materials for an “eco-friendly environment.” market initially and from there, it’ll start to grow much more dramatically in California to the northern markets,” he said. “I think you’re going to see most of the expansion in the L.A. The expanding coffee chain sees California as a tremendous market based on the presence of Starbucks and Massachusetts-based Dunkin Donuts, which also recently announced its long-term plans to expand on the West Coast. Typical start-up costs for the franchise are between $347,000 and $461,000. Once one location is open, the franchise has grown significantly in other locations in that market. Barry said Caffe Bene’s expansion strategy has worked in its prime market in New York and envisions it happening on the West Coast. “We’ve seen great successes with those kinds of dishes, which we originally felt would be a little intimidating to people who weren’t familiar with them,” said Barry, adding that the company is flexible with the menu in each country and market it goes in.
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