business pivot:
CHEMISTRY OF TRUTH
"Progress is impossible without change"
- George Bernard Shaw
BRIEF
In pairs, we walked into the city, chose a restaurant/ bar/ eatery/coffee shop that we both liked in the Cape Town CBD. This industry has been hard hit by COVID-19.
We noted how the business may have adapted to the pandemic and loss of customers and speculate how a given business might have adapted more effectively to the challenge of COVID-19 and the severe loss of income through its regular mode of operating.
TASK
-
Complete a visual audit
of the business by documenting the, interior, building exterior and any relevant imagery. -
Speculate how the business could pivot by pairing with
non-foods business to create a new value proposition
to customers.
TRUTH COFFEE
Truth Coffee is located in Buitenkant street, Cape Town where many office buildings surround it.
The resturant/eatery carries a steampunk theme throughout the interior with interesting and unique artefacts all around. While many of these are simply display items, many have been created with a intention and are used daily in the running of the business. These include coffee machines, holders, tables and chairs.
Once the COVID-19 pandemic hit South Africa and lockdown regulations were implmented, Truth unfortunately was unable to make alcohol sales and also lost a large portions of their customer base. This was due to work-from-home policies by the majority of CBD based offices and the travel ban that removed their international client base completely. To offset their loss of income, the business reduced staff and attempted to partner with local food delivery apps like Coffee Monster and UberEats.
OUTCOME
-
Design a campaign to launch the new pairing and value offering to customers.
-
Develop the relevant social media elements to reach customer base and renderings of physical elements.
-
Design a Google Form for online orders.
COLLABORATION
The local non-foods business we chose to collaborate Truth Coffee with was
The Coffee Chemist, a company that specialises in unique coffee making products. The benefit of this partnership was that The Coffee Chemist has an established online base that would prove beneficial to the campaign.
The partnership is based on the love of coffee and the passion behind enjoying it as a craft. Truth Coffee roast their own beans and The Coffee Chemist sources unique coffee making products to make best quality cup of coffee.
PIVOT
The pivot for Truth Coffee was to appeal to a local demographic as well as making their product available internationally too. The customer base would be those who are currently working from home and still want to enjoy a good quality cup of coffee: Truth Coffee roasted beans filtered through curated coffee products is the Chemistry of Truth.
CAMPAIGN
The collaboration would be brought to life by pairing the world class baristas
in their steampunk uniforms creating masterclasses for the perfect cup of
coffee, with products supplied by The Coffee Chemist.
The classes would be available for purchase on both websites and once purchased, a kit with Truth Coffee beans and the product of their choice
would be delivered to their home. This would let the customer follow along
the instructional Masterclass from the comfort of their own home and learn
how to use their specialised coffee product to produce the perfect cup of
coffee at by themselves.
SOCIAL MEDIA
Content would be created to be advertised on Facebook and Instagram, which are apps with a large following from the target demographic.
These platforms would be used to showcase the skills
of the baristas who host the Masterclasses and video footage of The Coffee Chemist products being used.
Event dates would be shared and promoted as well as possible promotional discounts for product purchases.
