
3

"A high-street coffee chain that has tried to mainstream trends like espresso-and-tonic, it is currently pushing a new food range as part of a marketing drive in MCA. Its chief executive, Will Stratton-Morris, has described the company as 'the Waitrose of coffee' to signal a more premium positioning against rivals such as Starbucks and Costa, but observers question whether such supermarket analogies genuinely differentiate it from other chains or capture what independent coffee shops offer." - James Hansen