VENIA RAPTI: THE STRATEGY THAT TRANSFORMS AN EVERYDAY HABIT INTO AN EXPERIENCE
Even in economically challenging times, Greeks are not “cutting out” coffee, emphasizes Venia Rapti, Communications & Digital Marketing Manager of Coffee Island:
“The key insight of the year was that, despite financial difficulties, coffee remains a daily indulgence that consumers are not willing to sacrifice. What they are now seeking is quality, consistency, and a clean flavor profile—something that specialty coffee can offer. At the same time, we see that consumers are more selective than ever. There is no room for experiments that may disappoint them, which is why the product must be consistent and deliver exactly what it promises.
Another notable element is the growing momentum of latte-style beverages, which are already a trend, and we believe brands will invest heavily in this category in the coming period. These are beverages that expand the range of the experience, offering new taste journeys beyond pure coffee.
Finally, regarding physical presence, we observe that the “all-in-a-stop” store typology is gaining strength. We are fully adapting to this direction, as our new concept store, Coffee Island Loaded, recently opened in the Kamara area of Thessaloniki. It is a fresh business proposal and the next step that brings us closer to the needs of the modern consumer,” she concludes.
1. What is the main axis on which your strategy will move in the coming period?
Our strategy for 2025 revolves around three main pillars: innovation, sustainability, and strengthening our network both domestically and internationally.
We continuously invest in upgrading the customer experience, with fresh proposals, new products, and personalized services that make the customer’s daily choices more pleasant and easier.
At the same time, we focus on strengthening our network with differentiated stores and new models that respond to modern consumer habits and needs.
Naturally, sustainability remains at the core. With a commitment to ethical business practices, we work with dedication and apply best practices daily throughout the entire Coffee Island organization. Our goal is to ensure resilience for the entire network, as well as for the people we serve, collaborate with, and benefit.
2. Main launches & communication initiatives of the season
On a product level, we continuously develop new beverages and create proposals that respond to modern trends and effectively meet the needs of the public, for every hour of the day.
The Bobastic beverages, with their unconventional character, continue to represent a category with strong momentum. However, this season, we placed particular emphasis on lattes, a trend that is steadily gaining more followers: from the indulgent and rich Iced Biscoff Latte, which leverages the popular Lotus biscuit trend, to the global hit Matcha Latte and the unique, aromatic Dubai Chocolate.
In addition, we upgraded our milkshakes by giving them a richer texture and enriched the category with two new flavors: pistachio and blueberry.
At the same time, coffee remains our protagonist, and we continuously work on new proposals. During the year, we launched the flavored espresso capsule category in modern box-style packaging. The category includes vanilla, caramel, and banoffee, and we recently introduced the panettone flavor proposal, further strengthening the product mix.
3. What philosophy characterizes your brand communication and what are your sustainable actions in the context of Corporate Social Responsibility?
Our communication philosophy is authentic, approachable, and rooted in everyday life.
We are a modern life-centric coffeemaker, constantly searching for something extra and always ready to offer a pleasant experience.
It highlights our passion for specialty coffee, quality, and sustainability in a simple way and with humor, speaking the consumer’s language, both online and in physical stores.
In terms of Corporate Social Responsibility actions, we focus on initiatives with substance:
We support local communities not only through job creation, but also through initiatives that touch people’s everyday lives.
We participate in actions related to education, sports, and raising awareness about the environment and sustainability.
At the same time, we are expanding our Direct Trade partnerships by sourcing coffee from farms all over the world. Through direct agreements with producers, we help ensure and improve working conditions, as well as environmental sustainability.
We take part in recycling and energy-saving programs, while gradually replacing our packaging with eco-friendly materials.
We strengthen employment and the continuous development of our employees, creating stable and meaningful job opportunities in every new location we establish.
