Wednesday August 14, 2024 | VICTORIA, BC
Business News | by Mary P Brooke | Island Social Trends
Over the next few months the various loyalty cards for use at Serious Coffee outlets will be replaced with a digital point of sale (POS) loyalty system on cash registers and an app.
Old punch-card style paper loyalty cards will likely be honoured until they’re used up.
Serious Coffee outlets are individually owned franchises but in October 2023 one company bought the coffee-roasting wholesale supply operation and is aiming to standardize operations across all the shops. The Serious Coffee retail coffee shop chain was sold by Steve Brown to Wayne Procter of the Wayne Procter Group who is aiming to make chain-wide improvements to the customer experience.
The Serious custom-roasted coffee (beans are roasted with an air roaster not flames) won’t change — it’s the robust coffee experience that has been bringing back loyal customers for years in addition to the relaxed in-shop atmosphere.
Everett Procter at the Serious Coffee head office in Duncan is excited about upcoming changes to the POS as well as the upcoming use of Door Dash.
Serious Coffee has 14 outlets: six in Greater Victoria (CFB Esquimalt / Nelles Block, Esquimalt, Millstream, Sidney, Sooke, View Royal), three in Nanaimo (Jingle Pot, Hammond Bay, and at the Vancouver Island Conference Centre), and one in each of Vancouver (Plaza 88 in New Westminster), Campbell River, Parksville, Mill Bay, and Powell River.
At some Serious Coffee outlets there have been some changes in menu items such as new gluten-free meal options at the View Royal and Millstream (Langford) locations. The View Royal shop also sells protein ‘power balls’.
Points earned in the upcoming new digital POS customer loyalty system will mean in-store rewards beyond the current ‘get a free coffee’.
As first published in the August 9, 2024 biweekly print/PDF edition of Island Social Trends.
Subscribe to the Premium Print/PDF & breaking news service
==== RELATED:
Serious Coffee moving forward under new leadership (January 22, 2024)
NEWS SECTIONS: BUSINESS & ECONOMY | BC POLITICS