Brew express introduces a new service but...

by chee Leng (on coffee makers)
(Singapore)

Brew express is a great company with great coffee solutions. It brews great coffee and by integrating into your counter top or wall, it blends in with the design of your kitchen.

And it used to be quite complicated to install or fix the machine in, but with the just launched "Do It For Me" installation services, they are even doing the installation for you for a small fees.

So, if I drinks coffee at home, I can safely rely on this company to deliver a great solution that can brew me a great cuppa.

The only thing is Brew express faces some very tough competition. I did not check on the pricing of the Brew Express coffee machines, but its newly launched installation cost about $100.

With that price, not only can consumers get a wide variety of coffee machines, they are even able to get single serve coffee maker!

Why did I use single serve coffee maker as a comparison?

Well, from what I learn about Brew Express, ease of use is one of its competitive advantage. But currently I do not think there is any coffee solutions out there that can beat single serve brewer when it comes to ease of use.

My $0.02.

Coffee companies all over are facing competition mainly from single serve coffee solutions. Either in the form of instant sachets or coffee machines.

For brands such as Bunn, Mr Coffee or some of the bigger names, they simply come out with their own single serve to compete in the market.

For Brew Express that is targeting a niche, it might be tougher. They might need to refine their products in order to compete in the market.

My thought is they need to target a particular segment that values aesthetics above other things in order to sell their products.

Their main value add seems to be the blending in with their look and feel of the kitchen set-up. And this is one of the area that even single serve coffee maker cannot match up.

But, using other attributes such as ease of use or lower cost, these advantages can be easily surpassed by numerous brands out in the market.

So, while the installation is a good initiatives, they would do very well by just targeting a particular segment of customers.