THE COMPLETE GUIDE TO BUILDING A COFFEE BRAND YOUR CUSTOMERS WILL LOVE
BUILDING A COFFEE BRAND YOUR CUSTOMERS WILL LOVE
Creating a coffee brand that truly resonates with customers is about more than just serving excellent coffee.
It’s about building a brand experience that people connect with on a deeper level. If you’re a food and beverage professional, coffee industry expert, or a catering consultant looking to build a coffee brand, this guide is tailored specifically for you.
With over 10,000 coffee shops across the UK, each looking for a way to stand out, success comes from creating a brand that not only delivers quality, but fosters loyalty within the market.
In this ebook, we’ll take you through each step in the process of creating a great coffee brand, from clarifying your brand’s core purpose, to setting meaningful goals and crafting a message that speaks directly to your customers.
You’ll gain insights into selecting the right equipment, planning seasonal menus, and staying ahead of industry trends. Drawing on the expertise of our team, this guide provides practical strategies and real-world examples to help you develop a strong, customer-centric coffee brand.
Whether you’re launching a new brand or refining an existing one, this guide offers the tools and knowledge to help you succeed. By the time you finish, you’ll have a clear, actionable plan for creating a coffee brand that your customers will not only remember, but love to engage with again and again.
CONTENTS
Creating your Coffee Vision
The Coffee
Investing in the Right Equipment
Barista Training and Equipment Maintenance
Systems and Data
Execution - Turning your Vision into Reality
Coffee Brands Built by Bridge Coffee Roasters
Working with Bridge Coffee Roasters
These are the questions you should ask at the start of designing your coffee brand.
This section dives into these themes, guiding you to understand what you want your coffee experience to be, how you want your customers to think about your brand, and setting the goals for the short, medium and long term.
We’ll cover…
1. Defining your core purpose
2. Establishing 1, 3, and 5 year goals
3. Building your coffee brand and messaging
4. Setting commercial and operational objectives
5. Collecting consumer insights
6. Industry trends
7. CSR objectives
8. Designing your coffee menu 9. Seasonal drinks planning
Define Your Core Purpose / Focus
1. At the heart of every great brand is a mission statement and core purpose for being. Why are you creating this coffee brand? Why should people care?
2. Your mission statement could be as simple and down to earth as “serving great tasting coffee without breaking the bank”. Or you can define something big and broad that’s meaningful to you personally: “Creating a community around coffee that supports the development of producing countries at origin”.
3. Businesses we‘ve worked with in the past have had a wide range of mission statements. From simply serving great coffee with none of the hassle, to helping redefine the industry with their unique practices and approach.
4. Defining your “why” helps create an emotional connection between your business and your customers, forming the foundation of a great coffee brand that transcends the products you offer.
Establish 1, 3 and 5 Year Goals
To build a successful coffee brand, it’s essential to set SMART goals. These are goals that are Specific, Measurable, Achievable, Relevant, and Time-bound.
Knowing the trajectory your coffee brand might take in the short, medium and long term helps steer your messaging, branding and core purpose whilst impacting your decisions around coffee beans, machines, seasonal drinks, menu design, training and support, and customer experience.
Consider short-term goals like building brand awareness, medium term goals such as expanding product lines, making changes in the community and collaborating with others, and long term goals like expanding into new markets or opening up a flagship store in a prestigious location.
Examples of 1, 3 and 5 year goals from our clients:
• Year 1, build local brand awareness through social media and local partnerships
• Year 3, launch a subscription model coffee service rewarding your loyal customer base
• Year 5, expand operations into two new cities and launch our own branded coffee
Building Your Coffee Brand and Messaging
Your brand and messaging are the first things customers notice. But your brand isn’t just your name, or your bright colourful logo - it’s also found in the taste of your coffee, the messaging on your social media channels and the interactions with your staff.
“Your brand is the story people tell themselves about you.” – Seth Godin
It’s important to clarify what your business stands for and how you plan to communicate that to your customers in your branding and messaging.
Exercises to develop your brand
• Identify your brand’s personality - If your brand was a person, what would they be like? Playful and adventurous, serious and professional, or keenly passionate about a specific niche?
• Develop a tone of voice - Will you speak to your customers casually or in a more formal manner? How your messaging comes across starts to shape the assumptions your customers make around your business.
• Visual identity - Think about your logo, packaging, social media imagery, video aesthetic, interior design and website. What do you want these to look like? What kind of customers will your particular aesthetic attract?
Defining your coffee brand and messaging early on will provide absolute clarity when you start thinking about names, logos, brand colours, packaging, and taste profiles, to social media captions and customer touch points.
REAL LIFE: CASE STUDY
Massarella Catering Group – Defining a Coffee Brand
Massarella Catering Group had a strong café presence but lacked a clear coffee identity, relying on a generic European-style blend that didn’t reflect its brand values. Without a distinct coffee brand, there was no consistent story being told across locations, missing an opportunity to build deeper customer connections.
Bridge Coffee Roasters worked with Massarella to develop a branded coffee experience that aligned with its premium aesthetic and Italian heritage. We created a house blend with a rich, well-balanced profile, and designed packaging and a brand aesthetic that complemented their cafés and adds a meaningful story to their coffee offer.
By taking ownership of its coffee brand, Massarella strengthened its messaging, customer perception, and ability to stand out in a crowded market. The new coffee identity not only enhanced the customer experience but also created a cohesive brand story that carried through everything from the menu to marketing and staff interactions.
Setting Commercial and Operational Objectives
When building a coffee brand, it’s essential to strike the right balance between commercial and operational objectives.
These two areas are closely interconnected:
• Your commercial goals drive your revenue and growth
• Your operational objectives ensure you have the infrastructure in place to deliver on those goals.
Focusing on one without the other can lead to inefficiencies, missed opportunities, or a lack of scalability as your brand grows.
Commercial Objectives
Commercial objectives are about increasing sales, expanding your market, and improving profitability.
Operational Objectives
Operational objectives focus on optimising systems to ensure smooth, efficient business processes.
By setting and aligning commercial and operational objectives, you create a solid foundation for long-term success in your coffee program. These goals are crucial because they ensure you’re not only driving growth but maintaining the quality, consistency, and efficiency that keeps your customers coming back.
Ultimately, thoughtful planning in these areas helps you deliver a coffee experience that stands out in a competitive market.
Commercial Objectives
Increase Sales by 20% in Year One: This could be achieved through new product launches or expanding sales channels.
Expand into Three New Regions Within Three Years: Growing your brand’s presence by opening new locations or establishing partnerships.
Launch an E-Commerce Platform in Six Months: Providing customers with an online option can increase sales and accessibility.
Collecting Consumer Insights
Operational Objectives
Identify Your Target Market: Understanding your audience helps refine your products and marketing efforts.
Improve Inventory Turnover by 15%: Streamline your supply chain to reduce waste and ensure you always meet demand.
Develop a Training Program for Staff: A well-trained team delivers consistent service and upholds your brand values.
Understanding your target customer is key to creating a coffee brand they’ll love, and the best way of getting this insight is to speak with them directly. Whether you’re starting a new brand or building on an existing one, collecting feedback about your coffee experience is vital.
As an existing coffee brand, key consumer insights to gather could include:
• Quality: Does your coffee meet or exceed expectations in terms of taste and consistency?
• Variety: Is there enough diversity in your product offering?
• Taste profiles: What flavours and trends are most popular with your customers?
If you’re building a new coffee brand from scratch, these kinds of insights can be used to identify any gaps in the market to assess what customers want from a new coffee brand.
Industry Trends
Staying informed about industry trends is essential for keeping your coffee brand fresh, relevant, and competitive. These can be important for creating customers in the early days and defining exactly what segment of the market your coffee brand caters for. Examples could include:
1. Single-Origin vs. Blend Coffee
Single-origin coffees, with their traceable origins and unique flavour profiles, appeal to consumers who enjoy authenticity and transparency. Multi-origin blends, on the other hand, offer consistency and a balanced flavour. Understanding which your audience prefers helps you tailor your offerings and branding accordingly.
2. Iced Coffees and Cold Brews
The demand for cold coffee beverages like iced coffee and cold brew continues to grow. These drinks, especially cold brew with its smooth taste, are popular year-round, not just in the summer. Including a range of cold beverages on your menu can attract a broader customer base and boost sales.
3. Second Hopper Options
A second hopper on your coffee machines allows you to offer a variety of beans, such as a specialty or decaf option, without changing your core offerings. This flexibility enhances customer choice and can attract those looking for variety and new experiences in their coffee routine.
4. Sustainability and Ethical Sourcing
Consumers increasingly expect coffee brands to prioritise sustainability. Sourcing ethically produced beans and using eco-friendly practices can boost customer loyalty and differentiate your brand in a crowded market. Certifications like Fair Trade and Rainforest Alliance also add credibility.
5. Coffee Alternative Drinks
As the market for health-conscious and lifestyle-specific products grows, coffee alternatives such as matcha, turmeric lattes, and chicory-based drinks are gaining popularity. These beverages appeal to consumers seeking caffeine-free options or looking to explore non-traditional flavours. Offering coffee alternatives can expand your customer base, catering to those with dietary restrictions, health concerns, or simply a desire for variety.
By constantly keeping on top of new trends, your coffee brand can stay current and meet the changing demands of the modern consumer.
CSR Objectives
More than ever, coffee brands are under pressure to be transparent about their CSR credentials, and it’s a point of consideration you must think about when developing your coffee brand.
For some coffee brands, one uniquely defining CSR message runs through their core purpose and mission statement - such as hiring and providing development opportunities for ex-convicts, or helping to bring clean drinking water to coffee growing communities.
For others, it’s about doing good for people and planet in a more holistic sense and helping where they can - such as buying specialty coffee that gives back to the growing communities, introducing a reusable cup scheme or repurposing used coffee grounds for composting.
Consider any CSR messaging and initiatives your coffee brand will back. These could include:
• Sustainable sourcing Traceability in the supply chain
• Carbon neutral / negative offsetting
• Giving back to producer countries
• Female empowerment Charity donations
• Supporting local initiatives
When deciding which companies to work with in the development of your coffee brand, make sure they are ones that enable you to support different CSR initiatives and objectives that align with your brand.
Here at Bridge Coffee Roasters, we’re proud to help our customers support a wide range of CSR initiatives and projects including Project Waterfall, Cafe Femenino, the Tree_llion Project, and the World Land Trust, along with supporting a direct trade through Fairtrade, Organic Certified, and Rainforest Alliance Certified coffees.
Designing Your Coffee Menu
A well-crafted coffee menu should balance variety and quality. But should reflect the type of experience you want customers to have, or even the type of customer you’re targeting. Whether you’re offering a classic espresso or a seasonal specialty, your menu should reflect your brand’s coffee experience.
Coffee Drinks
Offer a range of espresso-based and specialty coffee drinks that cater to traditional and adventurous customers. Your core menu should include staples like espressos, cappuccinos, lattes, and Americanos, while rotating single-origin coffees or signature lattes can add uniqueness.
• Espresso-based Drinks: Espresso, cappuccino, latte, Americano.
• Specialty Coffees: Signature lattes, flat whites, cortados, mochas, pour-over coffees.
• Single-Origin Offerings: Rotating seasonal coffee beans from various origins.
Cup Sizes
Providing a variety of cup sizes allows for flexibility and upselling opportunities. Most menus offer small, medium, and large sizes, catering to different preferences for strength or volume.
• Small (8 oz): Great for quick, strong drinks.
• Medium (12 oz): The standard for most beverages.
• Large (16 oz or more): Ideal for iced or longer-lasting drinks.
Non-Dairy Alternatives
Non-dairy milk options are essential for accommodating customers with dietary preferences. Offering choices like oat, almond, soy, and coconut milk broadens your appeal.
• Oat Milk: Creamy and versatile.
• Almond Milk: Light and nutty.
• Soy Milk: Neutral and widely available.
• Coconut Milk: Adds a sweet, tropical flavour.
Coffee Alternatives (tea, chai, hot choc)
Not all your customers drink coffee, so including alternatives like tea, chai, and hot chocolate ensures your menu appeals to a wider audience.
• Chai Lattes: A spiced, sweet alternative.
• Teas: Black, green, and herbal varieties.
• Hot Chocolate: A comforting choice for all ages.
Cold Coffee Drinks
Cold beverages, such as iced coffee, cold brew, and nitro coffee, are especially essential in summer months. They provide a refreshing alternative to your hot coffees with the same great flavour and caffeine content.
• Iced Coffees: Classic and customizable.
• Cold Brew: Smooth and less acidic.
• Nitro Coffee: Creamy, with a unique texture.
Seasonal Drinks Planning
Seasonal offerings are a great way to keep your menu fresh and exciting. Whether it’s a holiday-themed pumpkin spiced latte or a refreshing summer cold brew lemonade.
Make sure to plan ahead by outlining a year-round calendar of seasonal, limited-time promotional drinks that align with the seasons and holidays across the year. Making sure, with each season, to offer something for the coffee and non-coffee drinkers alike.
Planning ahead allows you to train staff on recipes, order the right stock of ingredients, bring in decorations and seasonal takeaway cups if appropriate, and have any point of sale or marketing materials created before the menu goes live.
Example drinks from our own Seasonal drinks calendar include:
PEACH ICED
SUGAR FREE TEA
STRAWBERRY
ICED MATCHA
SUGAR FREE VANILLA FLAT WHITE
THE COFFEE
Now this is the really fun part!
Conceiving of your business plan and coffee vision is one thing, but getting to actually taste coffees and decide which one will form the backbone of your brand is incredibly exciting.
The mantra that we always go by when helping a business design their coffee brand is ‘we want to help you serve the second cup’.
This means, ultimately, selecting the perfect coffee bean for your target customers that will have them coming back time and time again.
When selecting a coffee bean for your brand, here are a few choice criteria that you’ll want to keep in mind.
Is There a Budget you Must Hit?
Before we begin designing your coffee, there is one factor that could dictate the entire coffee design process - the price.
The price you’ll pay for a bag of wholesale coffee can vary wildy depending on a number of factors such as origin, roast level, certifications and order quantities. So, in order to get the most out of your coffee, it’s important to communicate any budget or price point you have in mind with your wholesaler early on in the process.
If you have a strict budget to stick to, your coffee supplier can guide you toward the best options, whether that’s recommending specific coffee types, origins, or blends that align with your price point.
Single Origin Vs Blend
A single origin is a coffee that comes from one particular country or growing region, whereas a blend can feature coffees from multiple origins.
Single origins tend to have one distinct flavour in the cup that is greatly influenced by the climate and growing conditions of the coffee origin. For example, coffees from Kenya can be very fruit forward, Ethiopian coffees can often be quite floral, and coffees from Brazil may taste quite nutty and chocolate forward.
A blend of coffees, however, typically features coffees from 2 or 3 different growing regions (though the number of coffees in a blend is technically limitless). Because of this, you can essentially design a blend to perfectly match the taste preferences of your customers by tweaking the ratio of coffees in the recipe.
Traceability and Certifications
Another factor you should consider, especially if you’re conscious about the CSR messaging of your coffee brand, is the level of traceability and any formal certifications your coffee might carry.
Supply chains in the coffee industry are a complex topic and one that we won’t fully dive into here - but it’s important to know that the modern consumer cares about where their money is going.
A Direct trade relationship is understood to be the most traceable method of sourcing coffee, whereby the roaster or coffee importer is in direct conversation with the farmer that grew, picked and processed the coffee. This traceability helps the coffee drinker see the full picture and gives you a marketable story for the coffee they can buy into.
When designing a coffee brand, it’s important to consider what level of traceability will be important to your target customers and whether the coffee company you decide to work with can support you in that effort.
Industry certifications are also another way in which you can guarantee that your coffee is doing good and even supporting CSR efforts. Official certifications and sustainability efforts that your chosen coffee could support include:
• Organic Certified, The only legally defined certification, emphasising chemical-free, regenerative farming practices.
• Fairtrade, Guarantees a minimum price to protect farmers from market volatility.
• Rainforest Alliance, Focuses on sustainable farming with an optional sustainability differential.
• Project Waterfall, Charity initiative providing clean water, sanitation and education to coffee growing communities.
• Cafe Femenino, Female-owned cooperative of producers championing female empowerment.
Roast Level
Ranging from dark to light and everything in between, the roast level of your coffee has a direct impact on its flavour profile. As coffee is roasted longer, it begins to pick up more flavours from the roasting process itself, much like a piece of bread in the toaster.
At the light roast end, you’ll taste much of the natural sweetness and fruity notes from the coffee in the cup. On the darker end, you’ll have more of the roasty flavours like nuts, chocolate and caramels. We typically find somewhere in the middle (a medium roast) to have the greatest appeal for a wider audience, though it should be carefully decided based on your target customer.
Choosing a Roaster to Work With
Thanks to the boom in specialty coffee over the last two decades, there are now hundreds of coffee roasters to choose from when building your coffee brand. There might even be one just around the corner from you that roasts great tasting coffee.
However, when looking for a roaster to become your new business partner, not all are equally capable. Make sure to get answers to these 13 key questions…
• What’s your minimum grade of coffee bean?
• Do you sell direct trade?
• Are you certified fair trade?
• Do you provide certified organic coffee?
• What are your CSR credentials?
• What’s the minimum order?
• What are your estimated shipping times?
• Do you offer any guarantees?
• What support, training, or consulting do you offer?
• Do you have any customer reviews or testimonials?
• Are contracts fixed or flexible?
• What roasting options are available?
• Do you roast to order?
Once a roaster has been found that meets your needs, it’s time to select from their existing range of coffees through taste tests and customer feedback. Or, to create a fully comprehensive coffee brand, you may want to recruit their help in creating your own bespoke coffee.
Creating Your Own Coffee
Creating a coffee for your new brand is an incredibly exciting project and, in general, you have two main options.
• White Label: Buying an existing coffee from a roaster and packaging it under your brand.
• Private Label: Working in partnership with a coffee company to build a bespoke coffee from scratch
White Label
A white label coffee is the easier of the two to implement for the roaster, and will therefore typically be cheaper.
After a comprehensive tasting session and a discussion around your customer’s taste preferences, your budget, and any origin or CSR preferences you may have, you’ll select a coffee from the roaster’s existing range of blends or single origins.
Once you have selected your coffee, you’ll then provide your brand guidelines and packaging requirements to the roaster to begin sending coffee down the packing line until it’s ready to hit your shelves.
Private Label
If you want to set yourself apart and offer something different, a Private Label coffee is the way to go.
Working with your roaster to develop a new coffee that is bespoke to your business is the best way of creating a coffee brand perfectly aligned with your vision and customer preferences.
A Private Label coffee can be as simple as slightly adjusting the blend recipe from an existing coffee, removing a component of a blend to emphasise a particular taste profile, or tweaking the roast level according to your taste preferences.
Or, finding a new coffee can be as exciting as contacting new farms, producer groups and coffee importers that you would be interested in sampling to taste a wide range of new coffees before making a decision.
During this process, it’s important to keep in mind your coffee vision, budget requirements and customer preferences so you can focus on what your coffee should taste like.
We recommend asking to sample a wide range of single origin coffees from different countries and growing regions, a few different processing methods such as washed and natural process, and a range of different roast levels to find different flavours in the cup from chocolatey and dark, to fruity and light.
Whether you select a bespoke single origin, or design a new blend recipe, your coffee roaster should be able to fully guide you through the process of creating a new Private Label coffee for your brand.
Branding and Design
Building a strong visual identity is crucial for a successful coffee brand. The elements of branding and design not only convey your brand’s personality but also set you apart in a crowded market.
When creating a new brand for your coffee, it’s important to take any heritage your business carries and how a new brand may be perceived by your target market.
Branding not only involves the name of your coffee shop, or the logo on the bag of beans, it also will be seen on your crockery or takeaway cups, menu and point of sale, physical marketing materials and posters, and your bags of coffee.
Developing your Brand
When it comes to actually sitting down and imaging your new coffee brand, it can be overwhelming to know where to start - but you don’t need to overcomplicate things. Our favourite methods of coming up with a new name, logo or colours for a coffee brand revolve around the heritage of the business and its founders.
What’s the name of the town where your business was conceived? What’s the name of the farm owner that you are supporting? What animal did your first employee have as a pet? Inspiration can strike from anywhere. These are all potential areas of discovery when searching for a name for your new coffee brand that carries heritage and meaning.
Of course, you may want to partner up with an external branding agency, or you may find that your coffee supplier has those resources in house like the design team here at Bridge. No matter which route you go down, seek to create a brand that aligns with your target customers, objective goals, and the differences your business will be trying to make.
Brainstorming Branding
Whether you’re creating a coffee brand for an existing business or starting from scratch, here are just a few things to think about during your initial brainstorming sessions:
1
Name
Your brand name is the foundation of your identity, reflecting the essence of your coffee experience. It should be memorable, easy to pronounce, and aligned with your brand’s values. Choose a name that resonates with your target audience and encapsulates what makes your coffee special.
3
Colours
Your brand’s colour palette helps convey emotions and set the tone. Choose primary and secondary colours that reflect your brand’s vibe—earthy tones can suggest sustainability, while vibrant colours may evoke energy and innovation. Consistently apply these colours across all brand materials for a cohesive look.
Logo
A well-designed logo serves as the visual anchor of your brand. It should be versatile, recognisable, and reflective of your brand’s personality, whether it’s modern, rustic, minimalist, or bold. Your logo appears on packaging, signage, and marketing materials, so ensure it’s adaptable for different sizes and uses. 4
Shapes
Shapes in your branding can influence how your coffee brand is perceived. Rounded shapes tend to convey approachability and friendliness, while angular shapes can suggest precision and modernity. Use shapes thoughtfully in your logo, packaging, and promotional materials.
5
Imagery
Imagery should reflect the lifestyle and values associated with your coffee brand. Whether it’s photos of coffee farms, barista artistry, or lifestyle shots, imagery helps tell your brand’s story. Maintain a consistent visual style to create a unified brand experience.
Materials
The materials you choose for packaging and other branded items should reflect your brand’s values, such as sustainability or premium quality. Use materials that align with your brand’s message or CSR commitments, like recyclable packaging or high-quality ceramics.
REAL LIFE: CASE STUDY
Notcutts Garden Centres – Developing a Distinctive Coffee Brand
Notcutts Garden Centres had a well-established reputation for quality and heritage, but their coffee offering lacked a strong visual identity to match their brand. With cafés across multiple locations, they needed a coffee brand that would reflect their values, resonate with their customer base, and enhance the in-store experience.
Bridge Coffee Roasters worked closely with Notcutts to create a bespoke coffee brand, starting with a name that honoured their legacy: 1897, a nod to their founding year. We designed a logo featuring a coffee cup with a leaf motif, reinforcing their connection to nature. A neutral, garden-inspired colour palette and botanical design elements ensured the brand felt at home within their garden centre environments, while branded materials such as cups, packaging, and signage carried a consistent, high-quality look and feel.
By developing a cohesive and meaningful visual identity, Notcutts strengthened its coffee brand’s appeal and credibility. The result was a coffee offering that not only looked premium and purpose-driven but also aligned with Notcutts’ broader sustainability and CSR messaging, making it a seamless extension of the customer experience in their garden centres.
Packaging
When it comes to packing up your new coffee beans and displaying them on the shelves, or even selling them to customers for brewing at home, it’s important to consider how your choice of colours and materials will impact your brand perception and coffee vision.
If your coffee vision, brand and messaging is tied to providing traceability in the coffee supply chain, sharing the story of the farmers and giving back to their communities, it’s important that your beans aren’t sold in a plain brown bag.
Similarly, if your reason for being is to help support people and planet and keep your impact on the environment to a minimum, we would suggest staying away from expensive, heavily branded bespoke packaging and go for the more lightweight, recyclable options instead.
The materials you choose for packaging and other branded items should reflect your brand’s values, such as sustainability or premium quality. Use materials that align with your brand’s message like fully recyclable packaging to further drive home your mission statement.
Industry standard bag sizes
50g, 100g, 227g, 250g, or 1kg.
Materials
PCR (Post-Consumer Recycled material), Recyclable, Kraft (Paper), Matt
Additional packaging features include a one-way degassing valve to ensure freshness, and a tear notch or ‘rip zip’ for easy re-sealing.
Custom Coffee Packaging
In addition to industry standard packaging options, colours and materials, a large scale roaster with a bespoke, modernised packing line and in-house design expertise like ourselves should be able to accommodate your custom packaging needs - from your choice of materials, colours, labels, designs and sizing.
INVESTING IN THE RIGHT EQUIPMENT
Choosing the right type of coffee machine is essential for delivering the best experience to your customers while meeting your business’s specific needs.
There is no single ‘best’ coffee machine for everyone, so the equipment you decide to invest in should be carefully tailored to your unique requirements, menu, and service type.
While we provide plenty of detail about the different types of coffee machine and equipment in this guide that you could invest in, we do have a separate eBook specifically around investing in the best coffee machine for your business. Get access by clicking here.
Traditional Espresso Machines
The preferred choice for cafés and coffee shops aiming to serve high-quality, baristacrafted coffee. Espresso machines allow for complete control over the brewing process, enabling skilled baristas to customise drinks to a high degree. Traditional espresso machines are ideal for businesses that prioritise coffee quality and the craft of coffee making.
• Best for: Cafés, specialty coffee shops, or businesses focused on quality and customisation.
• Considerations: Requires trained staff and ample counter space.
Bean-to-Cup Machines
Bean-to-cup machines automate the entire coffee-making process, from grinding the beans to brewing the coffee. These machines are perfect for self-service environments or businesses where ease of use and consistency are more important than customisation. They provide a range of coffee options at the touch of a button, making them highly convenient.
• Best for: Offices, hotels, self-serve areas, or businesses where convenience and consistency are key.
• Considerations: Limited customisation options and requires regular maintenance.
Super Automatic Espresso Machines
Super automatic espresso machines combine the convenience of bean-to-cup machines with the ability to deliver high-quality, barista-style drinks. These machines handle every step of the coffee-making process, including grinding, brewing, and milk frothing, making them ideal for high-traffic environments that need consistent quality without the need for a skilled barista.
• Best for: Large cafés, hotels, corporate environments, or businesses focused on speed and consistency.
• Considerations: High upfront cost.
Filter Coffee Machines
Filter coffee machines are designed to brew large quantities of coffee quickly and efficiently. They’re ideal for businesses serving high volumes of coffee in a short period, such as hotels, offices, and large events. These machines are often used in self-serve setups and are perfect for environments where customers can help themselves.
Compared to single serve methods such as espresso-based drinks, it can be difficult to judge the demand for your filter coffee. This can lead to wastage if you have overprepared, or long wait times if you sell out.
• Best for: Hotels, offices, large events, or as a secondary option in cafés during peak times.
• Considerations: Limited to black coffee, potentially wasteful and brew times can slow down operation.
Grinders and Accessories
Aside from your coffee machine, you’ll need to invest in a range of accessories depending on what type of coffee machine you buy, and what drinks you’re looking to serve.
If you buy a traditional espresso machine or filter coffee machine, you’ll need a coffee grinder to turn your beans into a fine powder. Your coffee grinder is actually one of the most important investments you’ll make, with the speed and quality of your grinder affecting both your workflow and coffee flavour.
We typically recommend on-demand coffee grinders for fast dosing and optimal freshness of the coffee, grinding just before brewing to capture all of the aromas of the beans. The way your grinder doses the coffee also plays a key role in your workflow, with ‘grind-by-weight’ or ‘gravimetric’ grinders that weigh precise doses of grounds creating ultimate consistency between shots. You may also want other equipment such as water boilers for teas and other hot drinks, automatic tampers to improve consistency, automatic milk steaming systems to aid latte art, and additional barista tools like tampers, aprons, jugs, brushes etc.
BARISTA TRAINING AND EQUIPMENT MAINTENANCE
Designing your coffee brand and investing in high quality equipment that meets your needs is the first step in giving your staff the right tools for the job - but the real work comes in providing them with ongoing support in the long term.
All coffee equipment needs a certain level of maintenance and upkeep. Consider enlisting the support of a team of coffee engineers who will proactively service and maintain your machine, and who you can call if your machine goes out of action.
Similarly, great equipment requires a minimum level of knowledge and training to produce the best coffees possible, especially for traditional espresso machines. Ongoing support in terms of barista training, auditing programs and workshops help to improve your teams in the long run combat the negative effects of staff turnover.
Consider a range of support programs to ensure your coffee brand is maintained and held to a high standard for many years to come:
Bespoke on-site Training
Enlisting the services of a coffee supplier or barista trainer to regularly visit your site for dedicated training sessions and on-shift support is a fantastic way of improving the product knowledge, speed, efficiency, and quality of service offered by your teams.
SCA Accredited Coffee Training
For businesses focused on high-quality coffee and advanced techniques, offering SCA Coffee Training ensures that your staff receive internationally recognised, professional-level education.
This training covers everything from the science of brewing to latte art, equipping your team with the expertise needed to consistently produce top-tier coffee.
Brand Champion Program
This core program aims to engage staff by helping them understand the core values of your coffee brand. By developing the skills of one of your team members into your dedicated Coffee Brand Champion, your wider teams will have someone to look toward for best practices, knowledge sharing and examples of great customer service.
Seasonal Drinks Training Workshops
Having a seasonal drinks program in place is a great option for keeping your menu updated year round with new offerings, but it’s essential that these are integrated seamlessly into your main stay offering.
Having your coffee supplier host seasonal drink workshops for your teams could be a great way of ensuring consistency across sites and a seamless integration of new drinks into your menu.
Preventative Equipment Maintenance
Establish a routine maintenance schedule based on your equipment’s specific needs. This should include regular cleaning, descaling, and servicing to prevent breakdowns and ensure your machines are always performing optimally.
Training your staff on basic maintenance tasks, such as cleaning filters and troubleshooting common issues, can reduce the need for frequent service calls.
Faster Repairs with a Service Level Agreement
Partnering with reliable service providers and setting up Service Level Agreements (SLAs) ensures that any technical issues with your equipment are addressed promptly. This helps minimise disruptions to your operations and ensures you can continue serving customers with minimal downtime.
SLAs also provide peace of mind, knowing that any necessary repairs or servicing will be handled within a guaranteed timeframe.
REAL LIFE: CASE STUDY
Houses of Parliament – Maintaining a Vast Fleet of Machinery
The Houses of Parliament, one of the most recognisable institutions in the UK, serves thousands of staff, visitors, and officials daily with over 80 pieces of coffee machinery across 23 different sites. Keeping such a large-scale operation running smoothly requires more than just great equipment, it takes proactive maintenance, ongoing training, and minimal down time to ensure consistency across every cup.
To support their commitment to delivering high-quality coffee, the Houses of Parliament rely on structured servicing and barista training programs. With a Platinum Service Level Agreements (SLA) in place, their teams benefit from scheduled preventative maintenance, rapid breakdown response, and on-site engineer support whenever breakdowns and faults arise. We also worked with HoP to place QR code stickers on every machine that allow baristas to instantly log service requests when required, helping them flag issues quickly and minimise downtime on site.
By taking a proactive approach to maintenance and training, the Houses of Parliament ensure that their coffee service remains reliable, efficient, and highquality across all venues. Their dedication to maintaining standards means that staff and visitors can always expect a great coffee experience, no matter which site they visit.
SYSTEMS AND DATA
You might not think it, but data plays a huge part in building a great coffee brand. Not only can it help you improve customer experience, but it can help you become more profitable by finding inefficiencies and areas for improvement.
Integrating the right systems and monitoring key performance metrics are essential for any coffee brand. With the right tools and data, you can streamline operations, optimise service, and enhance the customer experience.
Operational Efficiency Through Integrated Systems
Integrating your systems with your coffee supplier allows for a seamless flow of information across different areas of your business, helping to automate processes, reduce errors, and improve decision-making.
Key systems to consider include:
• Point-of-Sale (POS) Systems: Streamline transactions, track inventory in real time, and provide valuable sales data.
• Equipment Management Software: Monitors coffee machine performance, schedules maintenance, and reduces downtime.
• Supply Chain Management: Ensures timely delivery of stock, optimises inventory levels, and reduces waste.
Monitor Performance Metrics
Tracking the right performance metrics is essential for maintaining service quality and identifying areas for improvement. Here are some key metrics to consider:
• Machine Downtime: Monitoring how often coffee machines are out of service helps identify reliability issues and ensures repairs are promptly addressed to minimise disruption.
• Engineer Response Time: Measures how quickly engineers are responding to your service requests. Faster response times improve machine uptime and keep your operations running smoothly.
• Delivery OTIFs (On Time, In Full): Tracks the accuracy and timeliness of product deliveries. Making sure that your supplier maintains a high OTIF rate is crucial for keeping your inventory stocked and satisfying customer demand.
Telemetry - Remote Machine Fleet Access
When managing a large fleet of coffee machines, leaning on remote access and diagnostics can reduce downtime, improve operations and maintain high standards from one central location.
Telemetry systems like Schaerer Coffee Link and Eversys E’Telemetry, are game-changers for managing large fleets of coffee machines. These tools provide remote access to monitor performance, diagnose issues, and even fine-tune coffee recipes to ensure consistent quality.
With telemetry, businesses can:
• Diagnose and fix issues remotely to minimise downtime.
• Adjust coffee recipes and dial in flavour profiles without being on-site.
• Upload new drinks and point-of-sale options seamlessly across all machines.
• Analyse performance and sales data to optimise operations and identify trends.
• Telemetry empowers you to streamline your coffee operations, maintain high standards, and make data-driven decisions for your entire fleet - all from a single dashboard.
Gathering Consumer Feedback
Continually gathering customer feedback is crucial for the success of a coffee brand, especially during the early stages. Listening to your customers allows you to better understand their needs, identify issues, and make improvements that can enhance their overall experience.
Regular feedback not only helps fine-tune your product and service. It builds a culture of customer-centricity that fosters loyalty and repeat business. Here are some key areas to focus on:
• Coffee Quality: Gather feedback on the taste, temperature, and consistency of your coffee. Knowing if the coffee consistently meets customer expectations helps maintain high standards.
• Menu Variety: Solicit opinions on whether the menu caters to diverse tastes and dietary requirements. Understanding customer preferences for drink options, food items, or seasonal specials can guide menu updates.
• Service Speed and Quality: Ask customers how friendly your staff are and how quickly they get their coffee. This can help you work out if staff need more training or if processes are too slow.
• Ambience and Cleanliness: Get insights into the atmosphere, including seating comfort, décor, noise levels, and overall cleanliness. Feedback here helps create a more welcoming environment that aligns with customer expectations.
• Price Perception: Learn how customers feel about the value they receive for the price paid. Addressing concerns about pricing or perceived value can involve either adjusting prices or enhancing the quality of offerings.
Industry Trends and Market Reports
Staying informed about industry trends and global reports is essential for keeping your coffee brand relevant and competitive. Understanding shifts in the market allows you to anticipate changes in customer preferences, adapt your offerings, and identify growth opportunities.
Key areas to focus on when looking to consumer trends and market reports and how they may shape your coffee brand into the future include:
• Market Demand Trends: Track interest in specialty coffee, plant-based milks, and sustainable sourcing. Staying ahead lets you update your menu and cater to customer needs.
• Sustainability Practices: Follow global reports on eco-friendly packaging, coffee certifications, and ethical sourcing to improve your brand’s reputation.
• Technological Advances: Monitor innovations in brewing equipment, automation, and payment systems to enhance efficiency and customer experience.
• Health and Wellness: Keep up with trends in low-sugar drinks, functional coffee, and alternatives like matcha. Health-conscious options can attract a wider audience.
• Economic Factors and Pricing: Review reports on coffee prices, supply changes, and trade regulations to manage costs and adjust pricing.
• New Drinks and Flavours: Watch for emerging flavour trends and popular new drinks (e.g., cold brew varieties, seasonal lattes) to keep your offerings fresh and appealing.
REAL LIFE: CASE STUDY
How Parkwood Holdings Uses Data to Improve Coffee Performance Across 70 Sites
As a long-standing Bridge Coffee Roasters customer, Parkwood Holdings operates 130 coffee machines across 70 locations, including country parks, golf clubs, leisure centres, and visitor attractions. To maintain quality, optimise operations, and drive sales, they needed a data-led approach backed by the right systems and insights.
Parkwood runs a quarterly mystery shopper program, gathering real consumer insights on coffee quality, service, and upselling opportunities. This data, fed into a central portal, informs key decisions, leading to higher-value purchases, improved experiences, and a 70% increase in seasonal drink sales through strategic upselling.
Parkwood also tracks machine performance, breakdown rates, and water hardness, allowing for proactive machine relocations and upgrades. This ensures balanced wear and tear, minimises downtime, and aids proactive maintenance visits and upgrades.
With brand segmentation in mind, some sites introduced Roots as a premium brand with a guest blend for an artisanal experience, while the Thrive blend was created as a high-quality, crowd-pleasing option. A portion of every kilo sold supports the Tree Llion project in Brazil, reinforcing their commitment to sustainability.
By closely monitoring KPIs such as downtime, sales volumes, and seasonal performance, Parkwood takes a strategic approach to training, menu planning, and equipment upgrades, ensuring every site maximises its coffee potential.
Some of our favourite sources you may wish to tap into include:
Specialty Coffee Association (SCA): Offers research on specialty coffee trends, sustainability, and market growth insights.
International Coffee Organization (ICO): Provides global data on coffee production, trade, and consumption.
Allegra World Coffee Portal: In-depth analysis of the coffee shop industry, including market forecasts and consumer trends.
Mintel: Focuses on consumer attitudes, product innovations, and health-related coffee trends.
World Coffee Research (WCR): Specialises in agricultural trends, coffee quality, and climate impact on coffee production.
National Coffee Association (NCA): Reports on U.S. coffee consumption habits and brewing preferences.
Staying up-to-date with new trends and market reports helps you make informed decisions, indicate how your brand is performing in the market, and help keep your coffee brand dynamic and aligned with evolving market demands.
EXECUTION - TURNING YOUR VISION INTO REALITY
With your coffee brand fully developed and operational, the next step is to bring your vision to life and ensure it thrives in a competitive market.
Success goes beyond the launch; it involves continuous effort in engaging your staff, gathering customer feedback, and implementing strategic management practices.
Here are key tools and strategies your coffee supplier should be implementing to ensure your vision is executed effectively.
Account Management Strategy
Effective account management from your coffee supplier is crucial for the success of your coffee brand. It involves regular check ins, setting clear expectations, and addressing any issues promptly to maintain high service standards.
By having a dedicated account manager who is knowledgeable of your commercial and operational goals, along with being a well-trained subject matter expert, you can ensure your teams are properly representing the vision you set out for your coffee brand.
90 Day Strategy Sprints
Working toward your 1, 3 and 5 year long term goals, whilst also being soaked up in the day-to-day, can be a difficult task. Breaking down these goals into smaller, more actional objectives helps keep your business agile whilst simultaneously working towards your long term plans.
Consider implementing dedicated 90 day strategies that break down your long term commercial and operational goals into smaller objectives that align with the overall direction of your business.
• Set specific, measurable goals for each 90-day period, such as increasing sales, improving customer satisfaction, or launching new products.
• Review progress regularly, adjust plans as needed, and celebrate small wins to maintain momentum.
• Involve staff in planning and feedback sessions to encourage a sense of ownership.
These sprints allow you to test, measure, and adjust your strategies quickly based on performance and market feedback.
Brand Standards
Establishing and maintaining brand standards is essential for consistency across all customer touchpoints. This includes everything from the quality of your coffee and the way it is served, to the visual presentation of your shop or packaging. A clear set of guidelines ensures that every customer interaction aligns with your brand’s identity.
• Develop a brand standards manual that covers service protocols, product presentation, and customer interaction.
• Regularly train staff on these standards and conduct periodic reviews to ensure they’re being upheld.
• Update the standards as the brand evolves or new offerings are introduced.
Staff engagement
Engaging your staff is crucial for bringing your brand to life. When employees are enthusiastic and understand your brand’s values, they’re more likely to deliver exceptional service and create positive customer experiences. Staff should be well-versed in the brand’s story, products, and standards to act as ambassadors for the brand.
• Run training programmes to ensure staff understand the brand’s vision and standards.
• Encourage staff input on new ideas, promotions, or menu changes to make them feel valued.
• Recognise and reward staff who go above and beyond in embodying your brand values.
Mystery shoppers
Using mystery shoppers is an effective way to evaluate your brand’s execution from a customer’s perspective. Mystery shoppers can provide insights into the quality of service, product consistency, and overall customer experience, helping you identify areas for improvement.
• Set specific criteria for mystery shoppers to assess, such as service speed, staff knowledge, and coffee quality.
• Conduct mystery shopper visits regularly and compare results over time to track improvements.
• Use feedback to refine training programmes and address any recurring issues.
Turning your coffee brand into a thriving reality goes beyond the launch; it requires ongoing effort in staff engagement, strategic planning, and quality control. These strategies above work together to keep your brand dynamic, aligned with its vision, and competitive in the market.
COFFEE BRANDS BUILT BY BRIDGE COFFEE ROASTERS
This guide has been a brief walk through of our methodology: The six steps we implement here at Bridge Coffee Roaster’s to help business create a coffee brand that aligns with their goals, that their customers will love, and that helps take their business to new heights through a premium coffee experience.
1. Creating your Coffee Vision
2. The Coffee Itself
3. Investing in the Right Equipment
4. Barista Training and Equipment Maintenance
5. Your Systems and Data
6. Execution – Turning your Vision into Reality
If you would like to discuss how we can help turn your vision into reality, please don’t hesitate to get in touch.
NOTCUTTS GARDEN CENTRES
Notcutts is a family-owned group of 19 garden centres, known for its commitment to quality, community, and the love of the outdoors. For over a century, Notcutts has created inviting spaces where customers can shop, relax, and connect with nature. However, their café experience lacked a strong coffee identity, relying on a supplier that didn’t fully reflect their heritage or values.
Notcutts had an existing coffee partner, but the offer lacked consistency, training, and brand support. Their coffee had no recognisable identity, limiting its potential to strengthen customer loyalty. With cafés spread across multiple locations, they needed a coffee brand that would enhance their in-store experience and align with their wider brand ethos.
To understand their needs, we visited multiple Notcutts cafés, speaking with staff and observing operations. Feedback revealed inconsistencies in drink preparation and a lack of customer connection to the coffee offer.
To change this, we developed 1897, a coffee brand that honours Notcutts’ legacy while enhancing quality, consistency, and customer engagement.
The visual identity was carefully crafted to blend seamlessly with their garden-inspired environments. A logo featuring a coffee cup with a leaf motif, combined with a neutral colour palette and botanical elements, reinforced the connection to nature. Branded materials—including cups, packaging, and signage—created a consistent and premium feel across all café locations.
The impact was immediate. Notcutts saw a 20% increase in coffee category sales, alongside over 70 positive reviews on Trustpilot and Google, with customers praising the improved coffee quality and experience.
The introduction of 1897 gave Notcutts a cohesive, premium coffee brand, reinforcing their commitment to quality and sustainability. To extend this success, we also developed branded outlet signage and launched a retail coffee line, allowing customers to enjoy Notcutts’ signature coffee at home.
MASSARELLA CATERING GROUP
Massarella Catering Group is a family-owned business with a rich Italian heritage, operating over 150 cafés, restaurants, and coffee shops across the UK. Despite their strong hospitality presence, their coffee lacked a clear identity, relying on a generic Europeanstyle blend that didn’t reflect their heritage or values.
To understand the challenge, we visited seven Massarella café sites over two days, observing operations and speaking with staff and customers. Feedback revealed inconsistencies in drink preparation, a lack of connection to the coffee brand, and an opportunity to create a more premium perception.
To change this, we developed Caffè Massarella, a brand rooted in the company’s heritage. At its heart is the 1864 Blend, named in tribute to the year their family’s journey began. Inspired by classic Italian coffee culture, this blend combines drum-roasted beans from Brazil, Peru, and India, balancing smooth chocolate, toasted hazelnut, and caramel notes. A direct trade partnership with the renowned MIO farm in Brazil ensures both quality and sustainability.
Beyond flavour, we designed a cohesive brand identity, with Italian-inspired packaging, signage, and branded materials reinforcing the connection to their heritage. To encourage customer engagement, we introduced a second hopper option, featuring a rotating seasonal single-origin coffee—adding variety and a natural upsell opportunity.
By creating a stronger brand presence, Caffè Massarella transformed their coffee into a meaningful part of the customer experience, elevating quality, consistency, and commercial value across all locations.
WORKING WITH BRIDGE COFFEE ROASTERS
We hope that this guide has provided you with the insights and tools you need to bring your vision to life, whether you’re starting from scratch or refining an existing brand. This guide was a shortened summary of our 6 step methodology when it comes to creating a coffee brand, starting out with your vision and commercial objectives before designing and bringing your brand to life.
At Bridge Coffee Roasters, we understand the unique challenges of the coffee industry, and we’re here to support you every step of the way—from selecting the perfect coffee beans to designing a customer-centric experience that keeps people coming back for more. Our expertise spans everything from equipment selection to branding and training, ensuring that you have a reliable partner in your coffee business journey.
If you’re ready to take the next step in building a coffee brand that resonates with your customers, we’d love to chat! Our team is here to help you create something truly special. Get in touch with us today to learn more about how we can work together to make your coffee brand stand out and succeed.
