Having opened over 100 stores in less than two years, this Singapore-based coffee company is already looking to follow its first Hong Kong opening with three more locations in October 2021

It's been hard to ignore the meteoric rise of Flash Coffee. Launched in January 2020, the self-described "tech-enabled" coffee chain has aggressively expanded from Indonesia to Singapore, Taiwan and Thailand over the course of the pandemic, and today boasts 100 coffee shops across the region. This month, Hong Kong saw the opening of its first branch, marking the chain's entry into yet another Asian market—with five more markets, including Japan and South Korea, to follow by 2022.

Offering barista-quality coffee at low prices to young, tech-savvy professionals, Flash Coffee was co-founded by David Brunier, the ex-CMO of Foodpanda's APAC division, and inspired in part by Chinese coffee chain Luckin Coffee's US$4 billion IPO after just 18 months of operation.

Using technology to increase the efficiency of their outlets, the Rocket Internet-backed company uses an app to offer customers pick-up and delivery options for their drink, while acquiring and retaining users through features like a digitalised loyalty programme, subscriptions, coffee wallet, gifting, and more. The loyalty programme essentially gamifies the coffee drinking experience by giving fun challenges and personalised rewards to the most loyal customers.

Separately, the brand's baristas also use an app that improves the operational efficiency of stores while offering performance-based incentives for staff. Behind the scenes, sensor technology enables fully automated stock counts and purchase orders for a seamless logistical operation.

Related: 5 Reasons Why You Need to Try Flash Coffee

Tatler Asia
Tatler Asia

The Hong Kong store is certainly difficult to miss. Taking over a street-facing venue in Sheung Wan, the grab-and-go counter is coloured in bright yellow and red, and serves 100% Arabica, high-quality lighter-roasted beans that are specially sourced to retain natural aroma and flavour.

Formerly at Omotesando Koffee, award-winning barista Timmy Lam now heads up the drinks programme at the Hong Kong store, serving up creations tailored to the local palate like a range of lattes made using everything from peanut butter and condensed milk, to red bean ice and Ovaltine. The cincher? A latte can be had for just HK$25, vastly undercutting other cafes where the equivalent would cost HK$40 and up.

In line with the company's aggressive expansion thus far—which so far has equalled a rate of three store openings per week, due to triple to 10 openings per week—Flash Coffee is already applying the finishing touches to locations in Causeway Bay, Mong Kok and Wan Chai, due to open in October. Keep your eyes peeled for more bold moves from this new contender in Hong Kong's already crowded coffee landscape.

Flash Coffee, Shop 5, G/F, Golden Centre, 188 Des Voeux Road Central, Sheung Wan, Hong Kong

See also: All The New Cafes And Brunch Spots To Visit This September 2021