We all know how difficult it is to wake up in the morning - when the alarm clock rings, we tend to put it out in order to catch a few more precious moments of comfort in our beds, a choice often regretted later. Therefore, Barista's thought about waking you up in a different way: A good wake-up starts with a good cup of coffee:

With the Wakefast application, you set (in advance) your alarm clock, the time it takes you to prepare yourself and the time to reach your favorite Barista's. The timer starts as soon as the alarm rings. If you succeed to wake up, get ready and arrive at Barista’s before the timer runs out, you will be able to benefit from a personalized discount on Barista’s’ coffees, sweets and menus. With Barista’s Wakefast app, there is no more any excuses for not waking up in time!

Barista's has created an exciting APP, called WakeFast, that encourages us to jump of bed every morning.

It works as an alarm clock but with a little difference. When It rings, a special TIMER will pop-up on your screen with an count down's alarm calculate on your travel time and the time it takes to prepare, and you discover the offert of the day on your screen too.

Each day a new discount awaits you.

The Wakefast application is a win-win situation for both the coffee chain Barista’s as well as its customers. It works as an encouragement for the customers to fight the laziness to wake up in time in the morning when their alarm clock rings by offering them a customized offer based on their own terms, whilst making Barista’s’ morning flow of customers easier to oversee and handle. As a result, 32%* more of their customer base downloaded the app and benefited from extra time for grabbing a real breakfast 2-3 times a week instead of only having a brunch on weekends. Positive outcomes includes the beginning of a healthier customer lifestyle (feeling less tired, irritated, snacking between meals) and for Barista’s a profitable business (20%* sales and 15%* customer flow increase).

*Statistics gathered at the end of the first month after app launch.

As a new brand in town, Barista had a small communication budget. Therefore, we decided to launch the app only through its owned online media (Facebook page fan, Instagram) and the stores.

We started by teasing on the insight and announcing Barista’s noble mission: ending the late morning wake up.

2 weeks prior to the launch of the app, we shared a 15 sec video online showing people having trouble to wake up and presenting it as a nationwide issue that Barista will soon solve.

Then we launched a tutorial video introducing the app and how to use it, presented by the very same people that find it hard to wake up.

POS was also placed in the stores urging people to download it.

With no budget, we relied only on organic spread.

40% of the Tunisian public skip eating breakfast, especially in the larger cities. And the majority of the remaining 60% grab an average coffee to-go. Whilst Tunisians love their coffee and cannot start the day without a good one.

The reason why they skip their breakfast? Simple! A nationwide difficulty to wake up in time and get a real coffee. Consequently, they take it at the first coffee shop they find on their way to work.

Barista needed to value its offer and distinguished coffee recipes first, and secondly drive people to its 4 stores in Tunis and its suburbs by redirecting them from their natural path to Barista’s shops, especially in the morning when people have no time.

Therefore, Barista was in search of a creative solution to shine light on its coffee offer whilst decreasing the irregular peak-points of its customer flow in the morning.