I recently went to visit Coffee Republic’s new Flagship store in Tottenham Court Road, open since December 2010. For those of you who are not familiar with the chain, here some boring background information: The chain was amongst the first operators to offer espresso based hot beverages in the UK at a time when black and watery filter dominated the market. The chain had grown to a respectable size over the years. However, failed to innovate when competition stiffened. The company went last year into administration and was subsequently bought by an Arab investor. Having been criticised for its dark environment, the new owner worked on a complete redesign of the concept. The new store sits amongst some though competition, with the likes of Starbucks or Prêt just a few steps away.
On first impression, the interior shows little points of differentiation of what is already out there. However, the facelift was needed and certainly helped. The atmosphere is much brighter than in the old stores. Expect to find modern glass cut counters, dark wooden floors paired with black and white tiles, and black shiny tiles on light green painted walls. The ventilation system on the ceiling is partly exposed and creates together with the brushed steel spot lightning, a sense of space and an appealing industrial feel. Walls are decorated with photo wallpaper of gorgeous looking cappuccinos and happy people sipping their coffee.
Despite the intense competition, the place was packed and the queue was long. The atmosphere is vivid and with high noise levels, of customers and staff alike you will barely notice the background music. However, staff was fast, friendly and sharp.
Product wise, you will find the usual line up of coffee based beverages and their iced counter parts. The food offer included freshly baked bakery, a small selection of bread based products and hot options, such as Soups from New Convent Garden Food Company.
More interesting offers, such as ‘Nutella’ Hot Chocolate or a ‘Kinder Bueno’ Milk Shake, compliment the overall offer. Although a matter of taste, but the Nike Sneakers and Gola bags clothed, young “Fitzrovia” Crowd appear to love it.
I was less adventurous today and went for a good old Brie and Bacon Panini, Latte and a juice. The Panini was ready by the time I had paid, thanks to a fancy ‘hybrid’ oven that toasts bread in combination with microwaves.
Coffee was of good (roasted in Milan) and the Copella cloudy apple juice from Boxford Farm in Suffolk is an interesting addition to the usual Lucosade and Coca Cola assortment. The Panini was excellent, rich filling with fat Brie slices and smoky streaky bacon. However, a spoonful of sweet chutney would have beautifully balanced with the saltiness of the Brie and bacon.
The quality came at a price; expect to pay £3.80 for the Panini, £2.45 for a ‘regular’ Cappuccino and £1.50 for a tiny 200 ml bottle of juice, leaving me with almost £8 pounds out of the pocket. Almost in a hypnotic manner, everywhere I looked, whether on mugs or on the disposable napkin used to wipe my mouth, the store hints on message: “I love Coffee Republic”. Hmmm, sorry but not quite convinced.
