Frothing up the beverage market
easyCoffee opens for business
easyGroup, the brand licensing company owned by Sir Stelios Haji-Ioannou has approved the opening of easyCoffee, a chain of discount coffee shops offering premium ground coffee at just £1 a cup.
The first easyCoffee outlet has already opened on the Earls Court underground station forecourt (London SW5), offering a range of soft drinks, hot and cold snacks including freshly made sandwiches as well as cappuccinos, espressos and lattes at just £1 a cup. easyCoffee is the trading name of Peoples Coffee, whose director Nathan Lowry has licensed the brand name from the easyJet founder.
Peoples Coffee hopes to open a chain of 30 easyCoffee outlets within the next 24-36 months – all offering great value and quality coffee from Italian specialist Lavazza. The company has a team with background in finance and hospitality.
“With coffee shop prices currently averaging £3 a cup, it is clear consumers have been taken for a ride. Although wholesale coffee prices have been falling recently consumers have seen no benefit. easyCoffee plans to make top quality beverages available to everyone at affordable prices.”
Sir Stelios said:
“I am delighted that we are going into business with another young, ambitious entrepreneur like Nathan, in order to bring London something very simple but yet so difficult to find: a great cup of Italian espresso coffee for just a pound. I think this industry is another example of allowing prices to carry on rising wihout good reason. Three pounds is a lot of money for a paper cup of espresso. The strength and name recognition of the “easy” brand will encourage consumers to try it for themselves when in Earls Court.”
NOTES TO EDITORS:
Food and drink analysts Allegra have valued the UK retail coffee shop market at approximately £8bn, with annual growth of around 10%. There are currently 20,000 stores operating nationwide.
Nathan Lowry: Peoples Coffee
Richard Shackleton: Communications Director to Sir Stelios Haji-Ioannou