Innovation

Wayne’s Coffee has a very strong product research and development team at the headquarter in Stockholm, from time to time, new organic products will be introduced for customers to choose from. Like Supercino, which is made from a whole plant formula that contains cocoa, coconut, beetroot-cinnamon and coconut milk. It is a perfect combination of healthy ingredients and cappuccino's characteristics.

Also, each franchise store has the right to search new products that meet their requirements. In this case, Raw cake is discovered by the shop in Jönköping, which is made with organic and healthy ingredients.

Inspiration

This product, Raw Cake, is inspired by healthy foods that have recently become popular all over the world - Raw bar is 100% gluten free and sugar free. As such Maria decides to have a try to sell raw cakes.

Supercino was officially launched last year, which is the result of continuous research in the headquarter. This product is in line with the idea that Wayne's Coffee hold "everything customers consume at Wayne's coffee should be organic".

Overall impact

In the short run, we all know that when a new product appears, the most important impact it has is that it catches people's eyes and then they want to try it. The launch of organic coffee will make people aware of the brand and go to the shop, which will bring short-term increase on the revenue.

In the long run, a great image will be built, when people think of organic coffee, Wayne's coffee will appear in their mind since it is not only good for people's health but also benefits to the planet.

Business benefit

In the aspect of economy, the design, refreshments and the idea is spread, making Wayne’s coffee popular not only in Sweden (main market) but also in other countries that stores open. 40000 customers are received per day, which indicates economic growth.

Social and environmental benefit

In the aspect of environment, there are two points indicating Wayne’s coffee house has had good impacts. First, its feature is designed to reduce the energy usage, second, all its branches obtain the same requirements such as: crop rotation, demonstrate that they do not exceed the limits for synthetic fertilizer and pesticide usage, responsible use of energy among others.

For society, Wayne’s coffee is responsible for not only its employees, its customers, providing great drinks, Wayne’s coffee house is also responsible for all its stakeholders, trying to research new products and then enhance the value of the brand.

Interview

Maria Taoussi, shopkeeper