The Coffee Bean & Tea Leaf, an international coffee chain with over 1000 stores worldwide, was looking to innovate its customer experience through new strategies, approaches and technologies.

Digital Agency of Record (DAOR)

The Coffee Bean & Tea Leaf was looking to enhance their overall customer experience through an industry-leading digital ecosystem. They selected Hathway for our deep expertise in the restaurant vertical, relevant technology experience, as well as our IP and creative prowess. Hathway has been acting as the DAOR for Coffee Bean & Tea Leaf since 2016.

iPad and phone screen displaying the Coffee Bean and Tea Leaf app and website plus showcase of products
iPad and phone screen displaying the Coffee Bean and Tea Leaf app and website plus showcase of products

What We Did

Through consumer and market research we collaboratively developed a true omni-channel strategy that involved online order-ahead, ecommerce and loyalty functions that are accessible for customers in-store, online and through their native apps.

GO NATIVE

First, we launched the new Coffee Bean & Tea Leaf native applications for iOS and Android, inclusive of mobile payments, rewards program and personalized offers.

Fresh-Brewed Commerce

Shortly thereafter, we launched the new coffeebean.com where customers can purchase coffee beans, tea, capsules, equipment and gift cards. Integrating the latest versions of Magento and Drupal, this hybrid platform solution allows CBTL marketers flexibility to tell a branded story, make frequent content updates, and leverage modern ecommerce selling tools — without hefty platform license fees.

With these new mobile-first experiences, Coffee Bean has laid the foundation for delivering a modern customer experience.

Coffee beans being roasted
Coffee beans being roasted

Outcome

  • Approximately 400,000 loyalty sign-ups
  • Nearly $2 Million in revenue from order ahead in first 3 months
  • 30-day retention rate as of July 2018: 98%
  • 2% increase in Average Order Value

Services and Platforms

  • Digital strategy and roadmapping
  • Native iOS & Android application design & development
  • Response ecommerce website design
  • Rewards program implementation
  • Platform Integration