Coffee Bean & Tea Leaf

Giving a caffeine-fueled boost to their customer experience.

When your sluggish morning routine needs a jolt with a large triple-shot, soy milk, half-powder, dark chocolate latte with three Splendas served at 155 degrees, you want your barista to get your order exactly right. Hathway partnered with The Coffee Bean & Tea Leaf as their Digital Agency of Record in 2016 to do just that — to get things right.

The Strategy

Backed by intelligent consumer and market research, Hathway collaborated with CBTL with the goal of modernizing their overall customer experience. The launch of the original Coffee Bean app in our first year working together featured mobile ordering and payment, as well as personalized offers. A rewards program was included to turn the occasional guests into regulars. Soon after, the new launched where coffee beans, tea, gift cards and more could be purchased.

For a consistent customer experience no matter the situation, the order-ahead platform, ecommerce and loyalty functions were all accessible through the app, website and in the store. The CBTL app continued to evolve on its journey of modernization with gift card giving, referral bonuses and in-app tipping.

The Results

With the release of the latest version of their app in 2020, the innovations continued with a streamlined ordering flow. An easily scannable menu and enhanced search and customization make it a breeze to get the order just right with delivery an option at most locations. Single screen checkout gets the order started in a super-efficient way. Seeing everything in one place at checkout — order details, where and when it will be ready, and payment information including tipping and delivery fee — makes for a smooth customer experience.

Increase in Digital Sales
Increase in Number of Orders

Since the launch of the latest version of their app, CBTL has seen a 21.3% increase in digital sales and 19.6% increase in number of orders. We are excited to continue our success with CBTL as we both adapt to keep their digital customer experience on the cutting edge.


  • Customer experience strategy
  • UX/UI strategy and design
  • iOS and Android app development
  • Responsible web and mobile development
  • User testing and validation
  • Olo order-ahead integration
  • Punchh loyalty program integration
  • NomNom experience platform integration


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