Mobile App ExperienceAll the Rewards without the Wait

The Coffee Bean & Tea LeafMobile App Development

Brewing Up The Future Of Ordering Ahead

A mobile experience delivering both useful utility and engaging rewards.

As a brand with a rich heritage of inventing new ways to deliver coffee and tea to people since 1963, The Coffee Bean & Tea Leaf was on a mission to reinvent how people simply order their coffee in the morning. Not only was this mission meant to make ordering easier but also to find ways to reward new and existing customers for being loyal CBTL fans.

Hathway and CBTL set out on a mission to launch an order ahead and rewards mobile app that has completely changed the way CBTL operates their business around the world today. From initial strategy to road mapping and execution, Hathway launched an international experience with a growing user base that is quickly multiplying as expansion continues.

“All the rewards without the wait.”

Challenge

Coffee Bean & Tea Leaf was on the search for a mobile partner to lead an international initiative to release their new mobile app experience. The vision for the new mobile app was to activate new and existing customers by providing the ability to order ahead and earn rewards for being loyal customers. All of this to be delivered in a seamless pocket sized experience.

Approach

Our approach began with a deep dive into learning everything about CBTL’s business, customers and prioritizing key drivers to create a frame work to measure success. From there we formulated a year long road map with identified features and functionality to serve the most important business and customer needs. By understanding the entirety of the customer experience we were able to design, build and launch an outstanding experience for CBTL customers around the world.

Results

The end result created a serious splash among fellow international coffee chains with a quickly growing adoption rate from new and existing customers. After only a few months CBTL was seeing just over 20% of sales coming through their newly established mobile channel in U.S. regions. Not only that this new experience was effectively optimizing in-store operations for CBTL staff to increase the volume of orders they could fulfill at peak hours of the day while also giving customers time back in their daily lives by shortening the average wait time exponentially.

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