In support of its extensive café customer base, from independent to national chain, Matthew Algie is fully committed to a new strapline ‘helping cafés thrive’. The story behind the strapline is told in a new animation that launches today.
Managing Director Ewan Reid says “Cafés have been amongst the hardest hit business during this pandemic. Whilst we acknowledge the hardship suffered, we have also seen great endurance, creativity and innovation from our customer base and that gives us great confidence in our industry’s future. Our role will be to support cafés through changing circumstances, with attractive new commercial models and the best possible coffees, machines, servicing, training, café supplies, insights and expertise. We really are driven by the desire to help cafes thrive”
Alongside this bold new strapline, is a striking new logo. Whilst conveying the ‘M’ and ‘A’ of Matthew Algie, it also depicts the mountainous coffee growing regions of the world, with a nod, in the flick of the A, to the Clyde estuary where it all began in 1864.
The new brand will be rolled out across the business in the coming weeks and months, starting with a new website which went live today. Included within the site is an innovative e-learning platform for baristas and café owners. The first course ‘Introduction to Coffee’ is a self-paced 23-module guide for those starting out in coffee – and it’s absolutely free.
Launching on Sunday is Matthew Algie’s new industry e-zine The Coffee Extract. In a series of articles, high profile guest contributors consider the future of cafes; the changing face of the coffee menu; how to adapt your café marketing post COVID-19; the impact of ethical consumerism; and simple summer drinks recipe inspirations, amongst others.
Marketing Director, Colin Morrison, explains “lockdown gave us the perfect opportunity to review the changing market, reflect on our core strengths and re-launch our brand. Our new style reflects the values we embrace as an organisation – to be extraordinary, impactful and first. We’re inspired by innovation and will dedicate our time to bring new trends and digitalisation to the café scene. The results have set us on a clear new path. One which we believe will serve our team, our customers, our industry and our communities well.”