Espresso House at Stureplan, Stockholm
Swedish coffee shop franchise Espresso House has started broadcasting its story in what looks like an attempt to clarify its image to customers.
I noticed this whilst sipping a rather strong cappuccino at Expresso House in Täby Centrum yesterday.
Via flat-screen televisions, Espresso House told me they bake their own bread, provide a variety of food and beverages, provide WiFi internet access and work hard to maintain their customer base with a loyalty card.
I particularly liked the way the film made a lot out of how each barista is trained to produce and serve the coffee. The film’s emphasis on (female) staff seemed to suggest that young, trendy urban people work in these coffee shops and enjoy the experience to boot.
Of course, the reality is quite different.
In Täby Centrum, the (female) staff are usually okay but at times somewhat grumpy; they certainly don’t greet you with a friendly smile like in the ads. The coffee is okay, the sandwiches average, but the cookies are great.
Telling a Corporate Story
Still, of all the cafés in what is one of Sweden’s largest shopping centres, this is the only café that seems to be actively working to clarify its corporate story, subtly hitting customers with a narrative of urban pleasure, style and friendliness.
Maybe that’s why, in spite of several other outlets in the mall serving better coffee, they seem to be the one café in Täby Centrum doing plenty of business. Or maybe it’s the comfy chairs!
Related posts:
