Page 64 - CTI80_EN

C

Digital First opportunities already existed pre- COVID, but today they ing COVID so coffee shops also gave up
have been more the rule than the exception. As the online on receiving reusable cups. Caleb
While the ongoing pandemic forced governments trade has generally spiked during COVID, this has obviously shared: “This gave me a thought that
across the world to impose lockdowns to contain the also had a significant impact on coffee beans that are being using reusable cups for saving our en-
immediate spread of the virus, there were few services sold online to private consumers. vironment does not go well together
which were considered essential and continued operations The pandemic is rapidly changing our behavior toward with encouraging take away cups for
in the pandemic. Food delivery was one of them. Even online channels, and the shifts are likely to stick post-pan- saving our lives. What a sad reality.”
though online ordering system has been there already for demic. While many companies are challenged to survive in Sad or not, the new things are
a while, but the recent pandemic pushed the tendency to the short-term, the crisis also presents opportunity; bold coming and for today it is a hunt for
purchase online to increase. companies that invest ambitiously and timely in their online convenience: offline or online. With
Online shopping is now in strong demand, products business are likely to emerge as market leaders. When coffee most of the world being used to stay
like coffee tools and coffee machines are sold fast due to beans are now offered on larger online marketplaces instead home most of the time, people tend to
the fact that coffee drinkers want to make their own of local coffeeshops this might both be an opportunity for take up new coffee hobbies, search
coffees at home. However, Caleb believes this phenome- existing global players to get stronger but also for local play- online and share via social media. All
non will soon turn back to the café consumption as coffee ers to become global players if they can manage and embrace this did boot e-commerce but made it
shops started to open up again and people are seeking a the digital opportunities. Entering a digital world might be hardly possible for any offline business
convenient way to drink quality coffee. tricky as not every business can afford it, what can lead to to survive and this where coffee indus-
In larger cities like New York, you can get your potential monopoly of the biggest coffee players. try needs to fine the balance. As we all
coffee delivered, and it is quite normal to pre-order your The world is changing to contactless services even in learned our lessons from 2020, we need
coffee before you pick it up at your coffee shop. These coffee industry. The main reason for this is to avoid spread- to bring these insights into 2021.

66 67