Supreme Coffee puts its passion and love for coffee at the heart of everything it does. CEO Andrew Low said that Supreme Coffee has a longstanding fascination with the world of coffee that motivates a continuous thirst to learn more and share its knowledge.
Having built a team of coffee lovers with big dreams, the passion and vision have kept the momentum of Supreme Coffee's success and are the secret sauce to its longevity.
After 30 years of business, Low joked that it could be said that the team at Supreme Coffee eats coffee for breakfast.
"30 years is a lot of years, and over that time, we've grown up, scaled from our hospo roots, entered retail, entered new markets including Australia and Japan," said Low.
Supreme Coffee has maintained its principles and the values that hospitality instils, serving new customers and giving them a unique and memorable experience, which Low emphasised was of utmost importance.
"Our success has also come from being open to evolving, staying relevant and ahead of the coffee drinking culture and wider community culture, so we can turn up for our customers in ways that keep them at the top of their game, and consumers enjoying better coffee."
Supreme Coffee's ethos pivots around continuous growth and creating better coffee for all, whether by enhancing customer support, improving product quality, or helping create memorable experiences.
Quality is a non-negotiable, with the relationships Supreme Coffee has developed with its growers and sourcing quality green beans being precious and imperative to the brand. The dedication it commits to how it roasts and the freshness of its coffee is a promise to its customers.
Supreme's branding has always been deliberate, focusing on being approachable and injecting fun and irreverence into its marketing for customers to discover and enjoy. This is a direct translation of how Supreme Coffee treats its coffee, sourcing the best coffee from trusted farms and families that invest back into quality, year in and year out.
"It then gets presented through blends that show subtle differences by the market as a nod to the fact that coffee styles and preferences differ by region."
Supreme Coffee strives to balance educating on what's new or better and delivering consistency and definitive, unwavering quality that its customers enjoy throughout changing economic landscapes and turbulent times.
The brand also actively expands its reach to its customers at the places where they want to buy and consume great coffee, which is why it has reached out into the world of hospitality and to serving at-home needs through eCommerce and the FMCG channel. This ambition to expand has also led Supreme Coffee into International markets, Japan, and Australia, which has been present in Victoria, New South Wales and Queensland for over 20 years.
Low said in brutal honesty that for emerging businesses, the time it will take to succeed will always be longer than initially anticipated. Plenty of challenges require commitment and resilience to overcome, with Low adding players should only get involved if they can dedicate ongoing commitment.
"And if you can get past that self-check…Always start with the customer, knowing how they shop your category and what they want."
Once businesses understand what their customers want, it's about consistently changing and tailoring with customer needs for product and packaging.
Distinctiveness of brand and product is also necessary.
"Find an attitude for your brand, be clear on what you stand for and how you show it."
Read more from Supreme Coffee below, starting on page 66.
