WeWork in China has launched a feature, WeWork Go, which allows for customers to pay for desk space by the minute as opposed to their original model which had customers paying for long-term work space. This new feature is to combat competition from Starbucks which essentially is a free hub for workers to have an extended office space – alongside the purchase of a coffee or pasty. Big and small coffee locations are offering a commitment-free work space with limited payment required, but as we all know from our own experience, the noise levels can be distracting. The new WeWork feature alternatively will be providing free coffee for paid quiet space.
With the rise of on-demand business such as Uber, AirBnB, etc. Companies have seen a shift in the traditional brick-and-mortar model and more towards services that are available wherever and whenever a consumer needs them. There has been less of a need of consumers to buy in bulk because products and services can be available at any moment via online devices.
Additionally, coffee as a menu item has become a popular topic among the QSR industry. Coffee has become more of a social activity for consumers in recent years, of habitual consumption too. These establishments thrive because of the promise of a free space with no formal commitment. How can we reimagine at Jack “Getting coffee with breakfast” to “Getting breakfast with coffee” to drive the category and sales for Jack?
Jack's Snack Bites 