Anssi Thureson consumers are looking for unique in-store experiences. He shares his thoughts with GCR on what to expect for the coffee industry in 2024.
In 2023, Espresso House achieved a number of strategic growth milestones including franchise expansion, channel growth, and increased investment in our workforce.
In Germany, we signed an agreement with MF KAESO GmbH to open 15 Espresso House outlets by 2028, and entered into a partnership with Autogrill Deutschland to scale our presence at German airports and railway stations.
We’ve expanded our channels, by entering the grocery category, supported by a robust digital strategy, significantly enhancing the accessibility of our products. We have brought our Nordic value of taking care of one another to life. In January, we announced a SEK 81 million (about US $7 million) employee salary investment, making Espresso House an even better place to work.
Increasingly, consumers are looking for great coffee and unique in-store experiences. Through our mission of “Fika to bring Nordic warmth to the world,” we believe in Fika’s social power to build communities and create a cosy “home-away-from-home” experience for all our people and guests. To support this, we are investing in store renovations and expanding our range of food offerings. To introduce Fika to a wider audience, we’re exploring further expansion in both existing and new markets.
As the largest Nordic coffee shop brand, we believe it’s imperative the industry invests in and adopts sustainable practices. We must meet growing consumer preferences toward sustainable products and the regulations coming into force. For instance, in Sweden from January, there will be a legal obligation for reusable packaging, as is already in place in Germany.
This year, uncertainty in consumer sentiment and spending will be challenging given the macro-economic outlook. We remain agile in adapting to meet consumers’ needs.
We hope for further collaboration across the industry to find more sustainable solutions, which support the coffee sectors’ near-and long-term growth.
This article was first published in the January/February 2024 edition of Global Coffee Report. Read more HERE.
Image: Prime Creative Media/ Petter Magnusson at PMAGI AB.