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. 

Nathan said:
“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.”

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