Shell deal sparks UK wide launch of Coffee Republic 'To Go'
23 Aug 2010
London, August 23,2010; Coffee Republic today [Monday 23 August 2010] announced a major new deal that will see their premium Italian Roasted coffee on sale at up to 450 Shell forecourts over the next 12 months. The new Coffee Republic 'To Go' brand will use the same blend of coffee beans roasted in Milan since Coffee Republic's inception which, in quality tests, beat off rivals to produce a superior flavour from self-serve coffee bars.
In a groundbreaking move Coffee Republic has linked up with MyCoffee, providers of self serve speciality coffee bars, to create gourmet coffee on the go that closely matches the taste of drinks prepared by baristas in its high street bars.
Commenting on the deal Coffee Republic CEO Tariq Affara said; "This is a new way of reaching our customers and an exciting first for the Coffee Republic brand.
The launch of Coffee Republic To Go has not been possible until now as this standard of bean to cup technology has simply not been available. We have worked hard with MyCoffee to ensure the taste is just right, and the flavour of our Milan Roasted coffee is not compromised. We are now looking forward to rolling out Coffee Republic To Go across the country."
The tie up with a major retailer such as Shell and launch of 'To Go' is a significant brand diversification for Coffee Republic. The high street coffee bar chain is also on the expansion trail to acquire key sites across the UK and recently acquired 2 new stores, one in Doncaster and another in Victoria. With 3 more sites under contract, Coffee Republic have commissioned Conran & Partners to refresh the bar interiors to be more appealing to women.
Shell is the leading fuel retailer in the UK with over 900 sites serving hundreds of thousands of customers each day. The Coffee Republic To Go range will include premium coffee specialties such as cappuccino, caffe latte, long black, and espresso available in their high street bars. Customers can get their first taste of Coffee Republic To Go products at participating Shell stations from today.
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