We Coffee, on Paulista: what the new store looks like – 02/03/2023 – Restaurants

Whoever passed in front of a building on Avenida Paulista, on the night of this Monday (30), was curious to know what made people form a queue. It was the inauguration of the fourth unit of We Coffee, a coffee shop that gained prominence on social media and doubled in quantity in the last month.

The queue extends to the two totem poles in the middle of the store. There, customers place their own orders and pay in the automatic service system, the first that the coffee shop has adopted among its other units in Liberdade, Jardim Paulista and Vila Nova Conceição.

With this new system, We Coffee intends to make service faster and try to get rid of the stigma of long queues that it carries and that makes many people think twice before going to the coffee shop.

The expansion of the brand did not happen only with the opening of new addresses. Alexandre Germano, CFO of We Coffee, says that, in October 2022, they inaugurated a factory with a central kitchen in the Aclimação region. It supports up to 25 stores, a number that the brand intends to reach by 2024 – this year, there would be at least 15.

That’s where the sweets, sandwiches and other delicacies that customers stare at the counter come from while waiting to place their order. One of them is the Magic Stick, a colorful hot dog with different flavors, including strawberry, cherry and grape. There are also sweets that you eat with your eyes, like the blue bunny – new on the menu and which costs R$22.

When the item runs out, the attendant immediately shouts “rabbit”, for it to be replaced. Sweets go faster than savory ones. “The finish is very well done, that’s why we finish a lot of things in the store”, says Germano.

The store is getting full, with people standing waiting for their name to be called. When, finally, someone receives the order, they hope that a table inside the establishment is available — after all, what young people, We Coffee’s biggest audience, want is to take pictures and record videos for TikTok, with a metallic cup in a hand and the cell phone in the other. At the Paulista unit, which is located in the commercial building of the Citibank bank, there are tables outside that are practically empty.

The decoration concept, which attracts so much attention on the networks, is the same used in other houses: minimalist, but with futuristic touches in the details hanging from the ceiling. The touch of the future is not only in aesthetics, but also in the brand’s investment in technology, specifically in a new application, which should be launched by the end of February: customers will be able to order and pick up in stores.

But, to take advantage of the fever that is the store, a reward system will be created. Customers will accumulate points called We Coins, which they will be able to exchange either for drinks and food or for personalized products from the brand, such as sneakers, sweatshirts and cups that, for the time being, are hanging decorating the unit on Avenida Paulista, where customers who used to face the drizzle in the queue they even received an umbrella to not get wet.

With people leaving work, going to and from college, stopping for lunch or just strolling along the avenue, this has everything to be the busiest unit, given its location. No wonder it works until 10 pm.