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Development of Mellower Coffee Exquisite experience for exquisite
lifestyle
Apart from sourcing beans from its
place of origin and establishing roasting fac- From the opening of the first special-
tory, Mellower Coffee has set up Mellower ty coffee store to 40 stores around the world
Coffee Academy in Shanghai and Kunming. now, Mellower coffee, with the brand ethos
The company’s director of Development and of “Just for a Cup of Good Coffee ”,has been
Strategy Department said that a good cup of bolstering its professional strength with
coffee relies on raw materials of high quality high quality products, premium services
and advanced equipment. Moreover, the core and exquisite experiences, in an effort to
must be people. To deliver a good cup of provide quality coffee for consumers for
coffee, barista is significantly important. their delicate lifestyle. In the recent two
Therefore, Mellower established coffee acad- years, Mellower Coffee explored diversified
emy, on one hand to train and promote our business models, like Mellower Expresso
baristas on the technical skills, and on the Series chained stores: Mellower Coffee
other hand to create a platform for coffee Young Stores opened at universities to tar-
lovers to gain deep understanding of coffee. get young population, Mellower Coffee
Delivering high-level coffee professionals and Family Stores opened at communities to
promoting the exchanges and popularization improve the delicate lifestyle of habitants,
of specialty coffee culture is what Mellower tailed-made coffee solution for offices and
is dedicated to in the development of China’s more and more prepackaged coffee prod-
coffee industry. Mellower coffee provides ucts. They are trying to make specialty
diversified courses dedicated to coffee lovers’ coffee really approach customers in all di-
interests and professionals for SCA certifi- rections and make a cup of good coffee
cated barista. It is the cradle of SCA certifi- available at any time at anywhere.
cated baristas and champion baristas.
Professionalism, dedication and
globalization
The champion barista team of Mellower Coffee
In six years, Mellower Coffee estab-
lished step by step on green coffee beans
procurement, coffee roasting factory,
coffee research center, coffee academy
and 40 chained specialty coffee stores. It
strengthens every section on the indus-
trial coffee chain, featuring a Mellower
way of development. In their strategic
plan on brand development, Shihan Lin,
vice president of Mellower Coffee indi-
cated that they will continue focusing on
the professionalism to deliver a cup of
good coffee, meanwhile to strengthen
their branding and marketing by extend-
ing sales channels, crossover and win-win
collaboration. All to promote the voice
and power of Mellower Coffee in both
domestic and overseas coffee market. “We
promise to make more delicately-made
specialty for a more delicate lifestyle, in
a way of dedication, professionalism and
globalization,” said Lin.

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