MORNING COFFEE JUST GOT EASIER

A new service called Goffee has created an innovative way from which office buildings can supply their workers with their morning brew. Goffee, which is currently in beta mode in Manhattan, combines on-demand delivery with third-party curation to provide New York’s busybodies with a customised, and delivered-fresh beverage.

Goffee buys wholesale beans from 25 different coffeehouse brands, including Starbucks, Dunkin’ and Blue Bottle, and then creates a customer’s drink using whatever bean they desire. They aren’t getting 100 percent authentic Starbucks, for instance, as the coffee is made off-premise, but Vincent Meyer, the founder, has claimed that it will taste exactly the same. “We are not telling customers that we are selling them a Starbucks cappuccino—we say we are making a cappuccino with Starbucks beans that tastes very similar.”

So how does it actually work? An office that has signed up to Goffee can place up to 120 orders in the morning, which then get sent to the Goffee factory-like production line. The Goffee workers will then prepare each drink in a ghost kitchen, and send them out for delivery in insulated, and spill-proof delivery bags. “We can make 1000 drinks per hour with our setup,” said Meyer. “For an office with 120 employees, that means 120 drinks in less than 15 minutes.” The coffee is delivered to the respective office building before 9:15 a.m. Furthermore, the cups are reusable, so at the end of the day, they get picked up and washed and saved for another day’s use.

Although there has been a good response from smaller companies, Meyer said that the biggest problem has been getting through the licensing processes with bigger companies. “In any case, these brands are making money with us because we are buying the beans wholesale, which becomes a strong part of our revenue strategy. They’re getting 22 percent of revenue from retail sales.”

Currently, Goffee only has one store, but Meyer plans to open two more locations in New York City by the end of the year. He also hopes to expand to other cities during the first half of 2020 using the US$100,000 raised through crowdfunding.