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The Last Link at the core of all of this. Recent years have seen the
emergence of key consumer trends that point to a clear
The coffee journey doesn’t end with the barista. preference for convenience when it comes to coffee.
The customer is the final link of the coffee chain and Single-serve coffee makers and pods allow people to
must be valued as such. The coffee industry has seen a quickly make a fresh cup of coffee in seconds. Ready-
massive shift in the way that customers interact with to-drink (RTD) coffees have grown increasingly popular,
businesses. The onset of the pandemic caused an un- especially among younger consumers, driving more
precedented disruption to café and restaurant opera- brands to launch RTD products.
tions. Many businesses have been forced to re-invent Additionally, more and more coffee shops are
themselves, often transitioning from traditional in-store investing in systems like coffee on tap which brews
retail models to digital solutions. This has caused a shift and stores coffee in kegs and dispenses from a tap -
in customer expectations as well, with many now ex- making nitro cold brews and nitro lattes accessible
pecting a more tailored experience based on their own with ease. All these trends demonstrate that reinven-
interests and preferences. tion in the coffee industry retail is possible and often
With this new reality, coffee businesses are re- necessary in order to stay competitive. The coffee
sponding by using technology to provide customers with journey is ever-evolving , and it is essential for busi-
personalized offerings. Coffee professionals are utiliz- nesses to continuously reinvent themselves in order
ing digital technologies such as mobile ordering, e-com- to stay competitive.
merce platforms for online sales, and customized loy- From farming, sourcing, roasting and brewing, to
alty programs to further engage customers and increase retailing and consumption, the entire coffee supply chain
repeat business. Additionally, companies are relying on has been going through a reinvention over the past few
data analytics tools to better understand the needs of years, and is likely to continue doing so in the future.
their customers and create an individualized user ex- The most important lesson is that by sharing knowledge,
perience that is both seamless and enjoyable. experience and insights across the entire coffee supply
The primary goal is to build stronger relationships chain, we can create more meaningful relationships with
with consumers through more meaningful interactions customers and partners, foster greater sustainability,
and higher quality products & services. Convenience is and ensure a more exciting and tasty future for all.

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