easyCoffee, a chain of discount coffee shops offering premium ground coffee at just £1 a cup, has already opened stores on Oxford St and Earls Court since launching in January.
The brand was launched by entrepreneur Nathan Lowry earlier this year having licensed the easyJet brand for his own business, Peoples Coffee, with the aim of expanding across the UK.
Lowry believes the licensing provides the company with the kind of ‘instant brand recognition’ they need to compete with the major coffee chains that dominate Britain’s high streets.
Peoples Coffee aims to open a chain of 30 easyCoffee outlets across the country within the next 24 to 36 months, all with the no-frills approach and bold orange branding that has already made easyJet a household name.
“With coffee shop prices currently averaging £3 a cup, it is clear consumers have been taken for a ride,” Lowry said.
“Although wholesale coffee prices have been falling recently, consumers have seen no benefit. EasyCoffee plans to make top quality beverages available to everyone at affordable prices.”
Similarly, Stelios likened the coffee industry to the airline industry, suggesting players in both have been involved in gouging prices of roasted, brewed coffee drinks “for no good reason.”
“I am delighted that we are going into business with another young, ambitious entrepreneur like Nathan, in order to bring London something very simple but yet so difficult to find: a great cup of Italian espresso coffee for just a pound.
“I think this industry is another example of allowing prices to carry on rising wihout good reason. Three pounds is a lot of money for a paper cup of espresso. The strength and name recognition of the “easy” brand will encourage consumers to try it for themselves.”
The company’s wholesale partner for the venture is Italian coffee giant Lavazza and it is also seeking franchisees to help speed up its UK expansion.