We’ve been busy marrying the capital’s love affair with cycling and coffee this week, at the launch of London’s first ever cycle-thru coffee shop.
De’Longhi’s Espresso Way in Box Park, Shoreditch, allowed cycling enthusiasts to get their caffeine fix without the need to jump off their bike.
De’Longhi, the leading brand for bean to cup coffee machines, launched the Espresso Way after research showed 34% Brits would rather fuel up on caffeine than notch up a few extra moments of sleep.
To mark the launch, cycling champion, trained barista and self-confessed coffee connoisseur Sir Chris Hoy got back in the saddle to be the first person to road test this speedy concept cafe.
Commenting on the initiative, Sir Chris Hoy said, “Coffee is synonymous with cycling, whether you are a mountain biker, trackie, leisure cyclist or roadie. The coffee cycle thru is the perfect pit stop for biking enthusiasts – especially those with a ‘need for speed’”.
Research also revealed that one in five Brits typically spend four working days every year waiting for their coffee – the cycle-thru, using De’Longhi’s PrimaDonna Elite, only took a matter of seconds versus the three-minute wait time Londoners typically experience.
With over 1,000 coffees made and 63 selfies with Sir Chris Hoy, we can safely say the Espresso Way was a huge hit with London’s cycling community.
The pop-up also pedaled into first place with the media, receiving fantastic broadcast coverage on ITV’s ‘Good Morning Britain’ as well as ITV London News. Articles featured across a huge range of consumer titles and in major news publications, such as The Daily Telegraph and Evening Standard, highlighting how unique this event really was.