Led by Oliver Crawley, owner of Husky Events, we ventured to Manchester Coffee Festival to see what we could learn from over 70 vendors about exceptional coffee and the ever-evolving industry. Read on for what we learnt at the two-day, caffeine-fuelled fest.
Coffee shops are the new clubs
It’s a concept we’ve been mulling over lately - the undeniable synergy between music and coffee. This cultural crossover has inspired a new wave of enthusiasts trading in club-life for the coffeehouse, embodied by MCF’s organiser, Oliver Crawley: "We started off in events back in 2008 and launched Husky Events in 2010. Fast forward to 2018, we decided to diversify and move into the coffee scene by launching Blend Coffee Co. You're always working in someone else’s premises when you’re running events, unless you have your own nightclub or bar. We saw different trends appearing in the late night industry and were keen to diversify into a new industry where we had full control. That’s how we started out in coffee.."
Over the weekend, the festival pulses with energy as DJ Elliot Sanfilippo takes the reins for most of the weekend, soundtracking the arena with an eclectic blend of ambient jazz, West Coast rap, psychedelic indie rock, and disco funk. As Crawley puts it: "We will always have some form of music - both here and at our other shows, we have live DJs. It keeps the exhibitors going and the visitors upbeat. Next year, we'll look at how we can grow that even more, and continue to improve the customer experience."
In a market that's brewing up competition, strong branding is the key to standing out
The pipeline between coffee culture and the creative industries is evident in the standout branding from roasteries that blur the lines between design and craft. Local names like Manchester’s biker-ink-style Heart & Graft bring edgy, rebellious energy playing with experimental blends, while the delightfully offbeat Oddy Knocky leans into its quirky charm. Then there’s the Mauricio Jimenez x Blossom partnership we spot by the main stage, a masterclass in elevated minimalism that wouldn’t look out of place at fashion week.
It’s clear that vendors understand the power of branding - because let’s face it, great coffee alone won’t always pull in the crowd. Many baristas and shop owners come from creative background - be it graphic design, marketing or music production - channelling their artistic flair into every aspect of their craft.
In today’s social media-driven world, branding is more than aesthetics, it’s a conversation. Instagram-worthy visuals like Hard Lines Coffee whose retro-red, smiling coffee mug mascot is emblazoned over paper cups, tumblers and stickers. Then there’s the meticulously designed interiors, the subject of countless ‘come with me’ social media videos, effectively turning customers into brand ambassadors. It’s the perfect recipe for organic buzz and word-of-mouth promotion, where a 30 second snapshot can be worth more than any traditional ad campaign. As 200 Degrees’ Commercial Director, Will Kenney tells us, “It doesn't matter if you've just got one shop, you need to have an idea of what that brand is, what it stands for and how you build it. Protecting the brand and having a guiding philosophy is the key to making it work.”
As ambience obsessives ourselves, we asked Kenney how that plays out in 200 Degrees, now at 22 locations and counting. “People underestimate the impact of lighting, furniture, temperature and music. All of that ambience is massively important. Music sets that tone, whether it's the style, volume or tempo - it weaves into the identity that makes up the brand’s fabric.”
Go beyond the grind, make yours a matcha
We noticed matcha stealing the spotlight at several stalls and when we looked at the data, it's no surprise. The global matcha market was valued at $4.3 billion in 2023 and is projected to grow by 7.9% in the next six years. But what does this mean for coffee? According to the team at Steven Bartlett-backed matcha brand PerfectTed, matcha isn’t stealing coffee’s thunder. In fact, the data shows that matcha sales complement coffee, rather than replacing it. Customers often go for coffee in the morning and matcha in the afternoon. Why? The secret lies in matcha’s unique caffeine profile. Thanks to L-theanine, an amino acid that promotes calmness, matcha delivers a smoother, more sustained energy boost over 4-6 hours, perfect for swerving the jitters.
Small innovations = big impact
When it comes to the business of coffee, it’s about knowing when to refine what’s already working. Rhode Island Coffee’s Managing Director, Ravi Ruia, captures this perfectly: "Sometimes the best strategy is not to change too quickly and focus on what is working. Reduce wastage in your product lines by looking at the data - just because one of your regulars orders carrot cake every day, if the data shows it’s not selling well, you have to adapt and change [...] use the data to take your store managers and baristas on the journey with you."
While technological automations can streamline operations and create consistency, it’s essential to check if they align with your brand’s ethos. Will digital screens elevate your space or disrupt its vibe? Every decision, from service style to menu offerings should be thoughtfully considered through the lens of your visitors, focusing on subtle shifts that amplify your strengths.
Still, evolution is key. Regularly assess the business, identifying strengths and areas for growth, and don’t be afraid to look outward for inspiration. The beauty of the coffee industry lies in its collaborative spirit - far from fostering cutthroat competition, many in the industry are eager to share insights and wisdom.
At its heart, coffee shops are a community-driven business. Leverage those connections to knowledge-share and grow your brand. Because sometimes, the best ideas come from the people around you.