Sonntagmorgen.com, founded by the two passionate coffee drinkers Till Achinger and Tamer El-Hawari, is all about mass customized coffee: „We take the magic out of making coffee blends by providing our customers with the possibility of creating their own blend. They can mix Single Origins from all over the world“, explains Till and adds „it’s not such a big secret as the marketing of the big roasteries are trying to tell you. If you mix up two or three Single Origins you get a nice blend that perfectly matches your taste.“
Sonntagmorgen coffee is four times more expensive than the coffee you buy at the supermarket. „You have to consider the high quality we provide. We ensure the highest quality of green coffee beans with a traditional longsome roasting process“, says Till. The biggest challenge for Sonntagmorgen is to get people to taste their coffee: „We cooperate with DHL to deliver test packages. Every new customer of DHL’s automated post office ‚packstation’ gets a welcome package with Sonntagmorgen coffee so that they can convince themselves of our quality. Our experience it that once you tried Sonntagmorgen you will stick to it.“
With some thousands of users so far, Sonntagmorgen wants to go beyond mass customizing in 2009. Till finds mass customizing to be „a nice marketing joke“, but „way too complicated for everyday use“. He explains that they „take the data collected from mass customizing to figure out our customers’ favorite blends. We will then offer those blends as a standard product at a reasonable price.“ There are different coffee tastes in different nations, so internationalization is a problem in the coffee market according to Till: „With regard to roasting there are pretty different tastes i.e. in Austria, Germany and the Netherlands. We still want to go international but there are some challenges to overcome...“ Since coffee is said to accelerate the thought process, maybe over a cup of it those challenges can be tackled more easily...
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01.02.2010 at 16:02
I think sonntagmorgen.com coffee has good quality and taste. You can also try our coffee from jungborn.