The first store was opened at Avenida Paulista, near MASP and, by the end of the year, two other stores will be opened: one at D&D Shopping Mall and the other at Outlet Guarulhos
With an investment of BRL 10 million, the CRM Group has recently opened, at Avenida Paulista, São Paulo, the first Kop Koffee-branded store, (www.kopkoffee.com.br), the proposal of which is to be the brand’s chain of coffee shops.
“We wanted to further exploit the potential of chocolate, our flagship, combined with coffee. We are certain that this is a very successful partnership”, Carolina Barreto, director of operations for the Paulista business unit, explains. Carolina is a great connoisseur of the coffee shop universe, having participated in Starbucks’ expansion process in Brazil.
Expansion Plans
By the end of the year, two other units will be opened: one at Shopping D&D and the other at Conceito Outlet Guarulhos, both with high foot traffic. “Our wish was to reaffirm our rejuvenation strategy, increase customer flow at the stores, convenience and new experiences, Renata Moraes Vichi, the vice-president, says.
The first stores will be of the brand itself, and will be opened in more than 15 different locations by the end of 2020. “With this initiative, we should earn approximately BRL 25 million by December 2020, and after this period, we will open a franchising. Our goal is to invade Brazil with Kop Koffee, through stores or kiosks”, Carolina shares.
The estimate investment in a 9-square-meter kiosk, for instance, will be BRL 250 thousand and that in a 12-square-meter counter store will be BRL 350 thousand. Partnerships with bank spaces, coworking, and startups are all our target.
Orpheu Coffee and Talchá Tea
The coffee sold at Kopi Koffee is Orfeu-branded, which is intense, balanced, and organic, and some go perfectly with Kopenhagen chocolate, such as cappuccino with Língua de Gato, Nhá Benta, and Lajotinha cappuccino. If you are looking for a traditional Italian cappuccino, this is definitely not the place to go! But there is also espresso, machiatto, latte, mármore [marble](coffee, milk, and ice), and canelinha [little cinnamon](coffee, milk, and powdered cinnamon). In the future, they intend to offer other coffee preparation methods, such as French Press, and broaden users’ knowledge on coffee and chocolate through Kop Talk, a marketing initiative that will invite experts in the field to talk with customers.
When Grão Especial was there, it was very hot and one of the best sellers was Tal Chá’s red fruit and peppermint tea, and Polenghi ice creams. A total of more than 50 items, including cupcake with Cherry Brand, Kopenhagen’s famous cherry bonbon. Not to mention the possibility of ordering and consuming outside the store. They still do not deliver, though.
In addition to Kopenhagen’s best-selling chocolates, white, dark, and milk Nuts bars are also available.
The average check is BRL 20. They are already selling nearly 850 cups, among which 500 to 600 are espresso cups. The espresso machine is a My Concept, by Vega, and they have hired 13 collaborators, including the manager.
Kop Koffee is located at Avenida Paulista, 1499. It is open seven days a week from 8:00 am to 9:00 pm.
