Mellower Coffee
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| Industry | Beverage |
|---|---|
| Founded | 2011 |
| Headquarters | Shanghai, China |
| Website | mellowercoffee |
Mellower Coffee (Chinese: 麦隆咖啡) is a Chinese specialty coffee company established in 2011 in Kunming and headquartered in Shanghai. The company serves coffee, cakes and pastries, and has more than 50 shops established in China, Singapore and South Korea.[1]
History
[edit]Foundation
[edit]In 2011, Mellower Coffee opened their first shop in Kunming. In 2012, the second shop opened for business, and the Mellower Coffee Academy was founded, providing courses designed in accordance with the SCAA and SCEE standards while offering education on hand-drip coffee, latte art and specialty coffee level I and II courses. In 2013, Mellower Coffee's Kunming roasting factory was established with QS certification to engage in the retail sale of roasted coffee beans.[2]
Expansion
[edit]In 2014, The most influential coffee champions of China and South Korea and champions from the Latte Art Championship joined Mellower Coffee. In October of that year, Mellower Coffee opened stores in Xintiandi (Shanghai) and Kunming. Meanwhile, the phase I SCAE courses were given at the Mellower Coffee Academy. In March, retail coffee products—including roasted coffee beans, drip coffee and bag coffee—became available in chain hypermarkets such as QUICK, C-STORE and Tesco.[3]
In 2016, Mellower Coffee expanded rapidly in Shanghai, Kunming and Chongqing, and the Mellower Coffee Shanghai Roasting Factory was completed. In April of the same year, Mellower Coffee opened their first overseas shop in Singapore.[1]
In 2017, Mellower Coffee expanded their presence to South Korea and, with one of the founding fathers of the coffee industry appointed as the general consultant in R&D, set out to build an all-star barista team.[4]
Advertising
[edit]In December 2017, Mellower Coffee continued with their global expansion to the field of international fashion design and joined hands with the Paul Smith World Tour to explore the international high-end consumer market and promote the strategy of global branding. In summer 2018, a Kinky Boots co-branded pop-up store launched at Mellower Coffee's Tongren Road location in Shanghai. Mellower Coffee has specially made a "Sparkle Dance" drink for this event.[1]
Awards
[edit]| Year | Nominee / work | Award | Result | Ref. |
|---|---|---|---|---|
| 2016 | Mellower Coffee | The Best Investment Value Brands | Won | [5] |
| 2018 | Most Innovative Companies | Won | [6] | |
| (Industry's) Most Influential Brand | Won |
References
[edit]- ^ a b c "The co-branded pop-up store of Kinky Boots and Mellower Coffee has come to the end, Mellower comprehensively promotes brand globalization strategy". providenceheadlines.com. Archived from the original on August 15, 2018. Retrieved August 14, 2018.
- ^ "惊艳世界的中国好味道，麦隆云南"小圆"咖啡，圆梦金秋". bj.news.163.com (in Chinese). Retrieved September 28, 2018.
- ^ "麦隆咖啡摘获第八届公益节"年度责任品牌奖"和"年度公益创新奖"两项大奖". ifeng.com (in Chinese). Archived from the original on 2020-04-27. Retrieved January 18, 2018.
- ^ "长靴皇后携手麦隆咖啡联名快闪店限时开放，音乐剧主角亲临打卡". ifeng.com (in Chinese). Retrieved August 14, 2018. [dead link]
- ^ "麦隆咖啡亮相2016全国糖酒会，荣获最具投资价值品牌奖". xinhuanet.com (in Chinese). Retrieved August 14, 2018.[dead link]
- ^ "第七届财经峰会近日召开，麦隆咖啡摘获大奖". ifeng.com (in Chinese). Archived from the original on August 14, 2018. Retrieved August 14, 2018.