Second, the company’s founder and CEO Kim Sun Kwon is an overcomer and very mission-driven – he also seems quite savvy – the chain’s popularity skyrocketed in Korea when he made a deal with one of the country’s biggest entertainment and talent companies to use its shops in return for a share of profits. First, the Korean culture invasion I described earlier provides a strong tailwind for Caffe Bene. But there’s reason to be a bit more bullish about Caffe Bene than these other concepts. Having said all this, I realize that simply having a great coffee shop concept is hardly a ticket to success – if that were the case, Caribou Coffee and Peet’s would be able to slow down Starbucks at least a little. Despite being nearly 6500 square feet, the store was packed on a random winter afternoon – and Caffe Bene has gotten many favorable reviews from customers and tastemakers alike. I’m not the only own that’s impressed by this concept. And there’s some theater in the experience with a waffle making station where you can see the delightful treats being created. Décor such as old fashioned bottles and light bulbs and a library-style wall of books, give the store a distinct sense of place. Its messaging also conveys a playful, yet upscale feel. Its visual identity, grounded in a light blue color reminiscent of Tiffany’s and a playful font, is eye-catching and consistently executed, down to the color of the straws. That’s just one of several special touches at Caffe Bene. I loved that the staff adorned my mocha with coffee art. The servers are friendly and real, and the fedoras that are a part of the crew’s uniforms suit their unique style.

The service at Caffe Bene stands out as well.

Its signature product is its Belgian waffles – thick, warm, and just the right texture, they come in creative flavors like Black & White and Coconut Pumpkin with either sweet or savory toppings – these waffles are not only delicious, they’re distinctive. Caffe Bene offers a selection of food products including gelato, baked goods, and prepackaged sandwiches that are all prepared fresh daily. It also sells smoothies, frappes, and iced teas, as well as Misugaru, drinks made with whole grains and barley that taste infinitely better than you’d expect and offer a host of health benefits. The menu includes the standard coffee, tea, and hot drink choices a well as more innovative holiday flavors including Red Velvet Lattes. My visit to its Manhattan location has convinced me this concept has the potential to become a beloved brand, albeit a niche one. Having saturated its home country market opening over 800 units in 4 short years, Caffe Bene has turned its attention to other markets and currently has a handful of units in the U.S. Americans have discovered Sriracha sauce, better known as Rooster Sauce, the spicy tangy ingredient that’s been showing up in restaurant kitchens like Momofuku and snack foods including Lay’s potato chips – and now there’s Caffe Bene. Psy’s Gangnam Style was the first video ever to reach one billion views on YouTube. Korean brand Samsung has become very popular thanks in large part to its Galaxy SIII which has proven to be a serious iPhone challenger. It’s also the latest in what seems to be a Korean invasion into US culture. This brand experience brief is about Caffe Bene a coffee shop concept that may be to Starbucks what Smashburger is to McDonald’s. Check it out:īrand Experience Brief: Caffe Bene (by Denise Lee Yohn) from Denise Lee Yohn on Vimeo. Caffe Bene may be to Starbucks what Smashburger is to McDonald’s - a niche competitor with a distinctive product and memorable experience. In each of these short videos, I provide an audit and analysis of a new or interesting restaurant or retail concept.)Ĭafe Bene has become a coffee brand with excellent cafe design. (Here’s the latest brand experience brief. 4.29 2013 Brand Experience Brief: Caffe Bene

Caffe bene