COFFEE chain Figaro is joining the trend of food and beverage (F&B) outlets that design spaces to be attractive and “Instagrammable” to capture the high-spending millennial market.
In its newest outlet at the ground level of Horizons 101, Figaro boasts of a fresher look, with spots that inspire customers to take more photos.
Figaro’s facelift, according to Divina Gracia Cabreira, deputy chief executive officer of Figaro Coffee Systems Inc., was triggered by the popularity of social media.
“It is not only the F&B choices and quality that matter. The store’s look also matters to customers,” said Cabreira. “Social media is a big factor in F&B.”
Franchise manager Darwin Santiago said the facelift is their way of attracting the young customers. This will also help them cement their position in the growing coffee chain industry in the country.
“We want to communicate to our customers that we are not priced like a fine-dining restaurant. We want the young market to also know that we welcome them,” said Michael Barret, deputy chief operating officer.
The Figaro outlet along Gen. Maxilom Ave. is the company’s 74th outlet. It is franchised by Cebu-based Acmed Global Ventures Inc., the same franchisee that runs the Figaro Ayala Center Cebu branch.
Amid the growing number of coffee shops in Cebu, Cabreira said they remain confident in their growth in Cebu, on the back of the province’s thriving local economy and expanding middle-income class.
“We are in continuous coordination with our partners here. In fact, we are currently in discussion with the family’s plan to open a kiosk next year. That is still in Ayala,” said Barret.
Figaro’s network also includes branches abroad, with three stores in Saudi Arabia and Qatar.
Seeing the potential in Cebu, Figaro is also eyeing to capture the hospital and office markets.
“This is another big area to grow because of the high foot traffic. Our cart setups in Manila are doing so well because they operate 24/7,” she said. “We are hoping to also create that same momentum here.”
Barret added they intend to grow their institutional markets next year in hotels, airlines and other businesses.
Figaro sources its coffee beans locally but also imports around 30 percent from Brazil and Vietnam due to the lack of local supply.
The coffee chain has expanded its product offerings from merely coffee and desserts to full meals to cater to all segments in the market.
“From a mere coffee shop, we evolved into a café serving breakfast, lunch and dinner,” said Barret. He noted the need to expand the coffee shop’s menu to cater to customers who have brought their work and meetings to coffee shops to escape the traffic.
They also offer a variety of food and beverages for the health-conscious market.
“A lot has change in the way we do work, so we are just being flexible with the times. We wanted to address the needs of the market,” said Cabreira.
In 2019, Figaro’s network is poised to grow further. The company is eyeing to open 18 outlets next year, which includes full-service stores, kiosks and carts. (KOC)