Ever since it paid $5 billion for the international chain in 2019, much of the speculation around Coca-Cola’s coffee ambitions centered around how they planned to utilize Costa Coffee. For now, we know at least one thing: they won’t be needing baristas just yet.
Last week, Coca-Cola announced that it had acquired and rebranded Briggo, makers of an app-controlled, full-service robo-barista kiosk, as Costa Coffee BaristaBot.
“The investment in Briggo’s technology and expertise, which includes Briggo Coffee Hauses in several key customer locations, has been an exciting addition to Costa Coffee. It will help us accelerate our innovation around fully autonomous, touchless specialty coffee solutions,” said Erin Russ, Manager for Brand and Business Communications at The Coca-Cola Company.
Founded in 2008, Austin, Texas-based Briggo had raised $19 million in financing over six funding rounds. The company’s machines first went online in 2011 at the University of Texas and in 2019 it opened its first kiosk outside of the Lone Star State at San Francisco International Airport, offering travellers coffees from roasteries like Verve and Sightglass.
“As we integrate the Briggo team and brand into the Costa Coffee family, we will be rebranding existing Briggo Coffee Hauses to Costa Coffee branding. This is an exciting transition and we’re committed to making it seamless for existing Briggo customers,” Russ added.
While its cafes are an established presence outside of the U.S., many stateside consumers may be getting their first Costa Coffee experience through a machine. Similar to mobile ordering platforms introduced to great success by Starbucks, Dunkin’ and other U.S. coffee chains, BaristaBot uses an app to interface with customers as they select and customize their beverage and order using an embedded payment platform. But rather than a barista, the machine receives the order and brews each drink using fresh milk and beans ground-to-order.
“As we integrate the Briggo team and brand into the Costa Coffee family, we will be rebranding existing Briggo Coffee Hauses to Costa Coffee branding. This is an exciting transition and we’re committed to making it seamless for existing Briggo customers,” Russ added.
As consumers have shifted their habits due to the pandemic, CPG giants have watched and adapted as coffee has shifted almost exclusively towards take-out at-home occasions. Keurig Dr Pepper (KDP) reported 3% growth from its coffee business, thanks to increased Keurig brewer sales and K-Cup pod volume, in its Q3 earnings call last week. Sales of bagged coffee rose 9% during the third quarter, with Starbucks increasing its sales by 17%.
According to the brand’s website, Costa is currently operating a handful of rebranded BaristaBot kiosks in Texas, including at Austin-Bergstrom International Airport and at Whole Foods Market locations in Austin and Houston.
The BaristaBot isn’t Costa Coffee’s first venture into automation: the brand also operates Costa Coffee Smart Cafe kiosks, which offer espresso-based drinks and hot chocolate.