JOHANNESBURG, South Africa – Sasol Energy and Seattle Coffee Company have entered into an agreement which will see Seattle Coffee Company develop up to 100 outlets at selected Sasol Delight Convenience stores nationally over the next three years. Seattle Coffee Company is a leader in artisanal coffee with a focus on the entire process and journey that the bean takes from seed to cup.
They nurture and partner directly with a network of farmers in major coffee growing regions, worldwide. They place maximum emphasis on procuring specialty green coffee, the preservation of sustainable farming practices, the art of high-quality hand-roasting, the best production procedures, and training excellent baristas, all coming together in the retail environment. They do all of this in the hope that the customer will taste coffee at its best in their cup.
The Seattle Coffee Company partnership announcement is part of an exciting journey for Sasol since it launched its refreshed retail business backcourt strategy. The new retail strategy focuses on providing differentiated customer offers across six key categories – core convenience retail, fresh food, fresh beverages and bakery, Quick Service Restaurant (QSR) or drive through partnerships, car care services and value-added services. In addition, Sasol launched its own rewards loyalty programme on 14 April 2022 that since launch has recorded over 600,000 member registrations for Sasol Rewards.
Says Nokwanda Mbanjwa, Vice President for Retail at Sasol Energy Business: “We are delighted to welcome Seattle Coffee Company, a much-loved South African brand, as our coffee partner at our Sasol Delight Convenience Stores. We are truly excited about the direction of our new retail strategy which sees us partnering with leading brands that will redefine convenience and prioritise an unparalleled experience for Sasol customers”. “We are a customer obsessed business and we are constantly evolving our Sasol Delight offering to meet the changing needs of our customers”, Mbanjwa added.
“It is our ultimate aim, through our strategic partnerships, to bring the best coffee experiences to our customers” says Pete Howie, Champion of People & Product and Co-Founder of Seattle Coffee Company. “Really high standards of coffee, and fast-paced retail environments aren’t always synonymous. In doing so we allow the customer to have the best, always” Howie added.
According to Pamela Anderson, Senior Manager of Convenience Training, the implementation date of the agreement is on 1 December 2022 with Seattle Coffee Company opening its first location at Sasol Pinehaven, located on Hendrik Potgieter Road in Krugersdorp. Says Pamela: “Coffee continues to be of growing importance to consumers. At Sasol Delight we want to create an evoked set, be relevant in that moment, offering a superior quality cup of coffee for people consistently on the go and doing so with Seattle Coffee Company as a partner who shares our customer centric mantra by providing quality products and service at its best”.
