Cover How Leon Foo is changing the way we drink coffee with Morning
How Leon Foo is changing the way we drink coffee with Morning
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Being in the coffee industry for almost 15 years, Morning’s co-founder Leon Foo knows a thing or two about the ol’ cup of joe—but how did he get to where he is today? All it took was a simple dream, curiosity and a cup of coffee
From being one of the first things we grab in the morning to something we crave during a mid-day slump, coffee is something many of us can’t live without. Like us, Morning’s co-founder Leon Foo appreciates a good cup of Joe—so much so that he created a career out of it.
While the coffee veteran has been in the industry for almost 15 years, he didn’t grow up strongly attached to coffee. Graduating from Nanyang Technological University Singapore (NTU) with a bachelor of Accountancy in 2006, Foo began his career as an audit associate and private equity analyst at KPMG Singapore.
His interest in coffee was sparked in 2009 when he was curious to understand why others were obsessed with it. He adds: “I fell in love with the industry because it connected people from different backgrounds. Coffee isn’t just a commodity or beverage, it’s something that brings communities together, socially and emotionally as well.”
Read more: Morning’s Co-Founder Leon Foo Talks Coffee Capsules and His Stay-Home Hobbies
Above Leon Foo
Leon Foo
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Foo’s invigorated passion for a simple cup of coffee led him to open PPP Coffee (formerly known as Papa Palheta), which has since grown into a string of cafes. In addition to his obsession with creating delicious coffee, he also built relationships with coffee farms over the years, eventually leading to the conceptualisation of Morning.
Smart brewing
After the Nespresso capsule patent expired in the 2010s, he realised a gap in the market. “While there were amazing roasters creating excellent coffee pods, the brewing machines available were not doing justice to those coffees,” he says, adding that it wasn’t easy to purchase various coffees from a single place.
He saw an opportunity to create an ecosystem that brings “great coffee to people in a way that was more than just a one-dimensional brewing process”. The Morning ecosystem would feature a machine that would brew coffee to its full potential while also offering roaster-designed recipes.
Above Foo envisioned Morning as a coffee ecosystem beyond one-dimensional brewing
Foo envisioned Morning as a coffee ecosystem beyond one-dimensional brewing
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The ecosystem would also include a marketplace where people could discover and buy coffee from around the world. He took this idea to the crowdfunding platform Kickstarter at the height of the pandemic in 2020. Within 48 hours, the campaign was fully funded, and Foo began production in earnest.
Today, the Morning Machine brews coffee within three parameters: temperature control, pressure profiling and brewing by weight. These parameters can be adjusted to enhance the flavour and consistency of different pods. Foo adds that various components can be tweaked according to preferences, allowing “people to enjoy a high-quality cup of coffee at home, every time”. The machine also features built-in recipes by popular roasters from around the world.
On balancing innovation with tradition, Foo explains: “Traditional brewing methods still have their place, and we believe innovation lies in combining the best of both worlds by using modern technology to bring consistency and convenience to traditional methods.”
Above The Morning Machine
The Morning Machine
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While the capsule system has been around for several decades, the brand continues to push the boundaries of what it can do. Morning’s ecosystem is complete with the Morning mobile app that allows users to draw recipes directly from the app to the machine through Internet of Things (IoT) technology. With one touch, users are able to brew the exact recipe designed by individual roasters.
Riding the third wave
Having been in the industry for about 15 years, the entrepreneur has noticed the coffee scene shifting “quite a bit”. He explains how we are currently in the third wave of coffee, where consumers have moved from seeing coffee as a mere drink to cherishing it as a craft. With speciality coffee shops having a greater presence than coffee chains, the average quality of coffee has gone up. This means having better farm-level practices, roasting techniques and brewing methods.
“Competition is intense as a result, but it’s pushing everything to higher standards … globally, coffee quality is at a whole new level,” he shares. With consumers becoming more discerning, coffee has also evolved beyond its country of origin, emphasising traceability, transparency and sustainability.
Above Morning’s New Bahru store
Morning’s New Bahru store
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Being in an ever-changing industry, Morning continues pushing the boundaries of coffee making while changing how people consume it at home. In June, the brand opened its first brick-and-mortar store in New Bahru, creating a unique retail experience for coffee enthusiasts. Here, you’ll find its selection of speciality capsule coffee, coffee machines and merchandise. The physical store also holds various sampling sessions and workshops throughout the year. “Similar to how a test drive is essential for car buyers, the opportunity to see, touch and try our machines is essential in our industry,” Foo explains.
This year, they have also introduced various new products, including the Morning Dream, a stand-alone milk steaming machine for cafe-quality milk at home. Designed for coffee enthusiasts and milk-based drink lovers, the sleek machine offers customisable features such as milk pressure and temperature allowing users to tailor their experiences while catering to various milk types.
Above The Morning Dream
The Morning Dream
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Come December 19, the brand will also officially launch the Morning Mini. A compact version of its classic machine, the elegant mini is fitted with the same precision-brewing technology as its counterpart. The brand’s latest addition is available in five colourways including Apricot, Violet and Carbon.
Through their platform, the brand is changing how coffee-related content and stories are consumed. Morning connects home brewers with independent roasters and farmers, providing users with background on the coffee they’re drinking. “The beauty of it is that we can showcase a range of roasters, farms and coffee rituals, offering a broader perspective and more diverse experiences,” he says.
Above The Morning Mini
The Morning Mini
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Looking into the new year, Foo teases that several secret projects are already in the works. While they’re still under wraps, he reassures that they will continue to focus on adding value to the brewing experience. For a more personalised and enjoyable discovery process, the brand is also looking to transition its app to become the “Spotify of coffee”.
He explains: “Imagine being able to explore coffee like a playlist, whether you’re in the mood for a specific region’s coffee or a particular roaster’s offerings. You could explore and discover new coffees through various themes that you resonate with, or build your own coffee playlist.”
With much to look forward to Foo is not deviating from his focus of connecting people with coffee. After all, it’s what started his journey into the industry in the first place.
Credits
Images: Morning
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Amanda Goh was the former senior writer for Tatler Singapore.
