easyJet Flies Into The Coffee Market With easyCoffee

Sprudge, the respected coffee-centric website, recently announced that the third wave of coffee was dead, replaced by the more accessible new wave movement that mixed artisanship with accessibility.

But should we be embracing ‘air wave’ coffee?

The low-cost airline carrier easyJet is famous for popularising cheap and cheerful airfare in the United Kingdom and Europe, but now the firm has turned its attention to slashing the price of coffee on the British high street.

In a tub-thumping statement, easyJet proclaimed that “just when we feared we were reaching peak hipster coffee, with cold press and cortados…along comes Sir Stelios to tear up the rulebook.”

The rulebook might not be in tatters, but Sir Stelios Haji-Ioannou has ruffled a few feathers with his direct analysis of the industry today.

“I think this industry is an [example] of allowing prices to carry on rising without good reason. Three pounds is a lot of money for a paper cup and espresso,” he said.

While we are sure that numerous coffee shop owners, farmers and producers will have other opinions, it seems that the public might well agree with the airline’s founder.

The first easyCoffee branded coffee shop, located near Earls Court, opened its doors a couple of weeks ago and has gone down well with consumers, according to reports.

The compact and cosy outlet offers a range of soft drinks, snacks and sandwiches, as well as a full selection of gourmet espresso-based options that you would expect – all made from Lavazza beans.

Cappuccinos, espressos and lattes all cost £1.

But, the money is in the additional purchases: “So you’re lured in by the promise of cheap coffee, then two minutes later you’ve accidentally bought a croissant, a banana and a bottle of water too.

“Sound familiar? It’s the business model that has worked so well for easyJet and has since been taken to the extreme by other low-cost airlines.”

At least, they are honest about their intentions.

Plans are afoot to open a further thirty discount coffee stores.