Black Sheep Coffee: Cool Brand or Now Just Another Chain?
Once upon a time in 2013, two university pals, Gabriel Shohet and Eirik Holth, decided they'd had enough of mediocre coffee. So, they quit their jobs on the same day and embarked on a mission to rid the world of boring, average-tasting coffee. Fast forward to today, and Black Sheep Coffee has become a prominent player in the UK's coffee scene, boasting over 50 locations nationwide.
But with growth comes change, and not all change is brewed to perfection..
The Rise of Black Sheep Coffee
Black Sheep Coffee set out to challenge the establishment by offering something different. They became the only retail coffee company in the world to serve 100% specialty-grade Robusta coffee, going against the market trends dominated by Arabica beans.
Their rebellious spirit resonated with customers seeking an alternative to the ubiquitous coffee chains, by creating a brand not just a coffee shop.
The Self-Service Shift: Convenience or Corporate Takeover?
In their quest for innovation, Black Sheep Coffee recently introduced self-service kiosks, reminiscent of those found in fast-food establishments such as McDonalds. The idea was to streamline the ordering process and reduce wait times. However, this move has sparked a debate among loyal coffee drinkers. While some appreciate the efficiency, others feel it strips away the personal touch that defines a coffee shop experience.
Minimal human interaction for this punter..
What Customers Are Saying:
Feedback from customers has been mixed. One reviewer expressed frustration after choosing to order at the till, only to be directed to the self-service kiosk after a five-minute wait. They remarked, "You’re either a coffee shop, or fast food outlet.", ouch!
Another customer shared a similar sentiment, stating that the self-service machines led to a 20-minute wait for their order, suggesting a need for trained staff instead.
Is this the New Trend in Coffee Shops?
Black Sheep Coffee isn't alone in embracing automation. Major chains like Starbucks and Costa have also integrated technology into some locations to ‘enhance’ customer experience. However, the challenge lies in balancing efficiency with the intimate atmosphere that coffee enthusiasts cherish. The question remains: Is this the future of coffee shops, or are brands like Black Sheep misreading their audience?
So, Has Black Sheep Lost Its Edge?
Black Sheep Coffee built its identity on being the rebellious alternative to mainstream coffee culture. Their adoption of self-service kiosks raises questions about maintaining that unique brand essence. Will customers adapt to this new model, or will they seek out independent cafes that prioritise personal interaction? My opinion, many people choose working from a coffee shop over home for a bit of human interaction, not to switch their laptop screen for a bigger touch screen for 2 minutes…
