Urban Coffee Roaster debuts ifc store with custom brews

Hong Kong coffee brand Urban Coffee Roaster (UCR) has unveiled a new takeaway-focused concept store at ifc mall, redefining conventional commercial coffee offerings with a more engaging and satisfying drinking experience.

Situated close to key transport links including Hong Kong Station, the new outlet combines contemporary design aesthetics with high convenience, catering to office professionals and travellers in the area.

As the brand's sixth location in Hong Kong, the store targets general coffee drinkers as well as consumers seeking varied, in-depth flavour experiences, UCR co-founder Horry Cheung told MARKETING-INTERACTIVE.

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Tailored to the fast-paced lifestyle and diverse taste preferences of Central's clientele, the ifc store stocks four in-house roasted espresso bean blends, double the selection available at standard shops. Customers can customise their drinks to suit their taste. "We want to let the high-end ifc crowds know that your daily coffee can be enjoyable too," Cheung said.

Cheung added that the brand is continuing its inclusivity focus this year, offering lactose-free and oat milk at no extra cost alongside up to 14 bean varieties. "We want to educate our customers to be more conscious about what they are choosing and what flavour they could look for and enjoy in every sip, pretty much like a coffee competition environment. Instead of just an ordinary latte or flat white, your coffee doesn't need to be only fruity or nutty; it is multidimensional," he said.

The branch has also introduced ifc-exclusive menu items, including premium single-origin coffee beans and ready-to-eat artisanal food pairings, Hong Kong's first Geisha gelato dessert and five takeaway coffee cocktails, developed to suit the refined palates of local professionals. 

To tailor marketing to the location, the brand has expanded its bean range to appeal to different customer segments, with prices ranging from HK$30 for a standard espresso to HK$138 for a Geisha hand-drip filter coffee. Recognising the fast rhythm of Central, the store has streamlined its workflow without sacrificing craft quality.

Cheung highlighted the importance of collaboration with the mall's marketing team: "A critical component of our success is the strategic synergy we build with the mall's marketing team. By aligning our promotional calendars and tapping into the mall's loyalty programmes, we ensure maximum visibility and high-intent footfall from day one."

Marketing efforts have also focused on storytelling, sharing each bean's journey from farm to cup to resonate with the discerning ifc audience, who value authenticity and craftsmanship.

Led by an in-house marketing and PR team, the brand has used its social media channels to generate organic momentum and community engagement. "We also run a targeted media relations campaign, inviting key opinion leaders and top-tier lifestyle media to exclusive previews, ensuring quality earned coverage," Cheung said.

To celebrate the opening, UCR members who purchase any espresso-based drink between 28 and 30 August will receive a complimentary upgrade to the Geisha blend.

Continuing its expansion on Hong Kong Island, UCR will open its seventh branch at the University of Hong Kong, reinforcing its commitment to integrating specialty coffee into urban life.

Prior to its ifc mall launch, UCR stepped up its citywide expansion and customer experience upgrade by opening an outlet at Hong Kong International Airport's Terminal One in August last year.

Designed to tap into the huge passenger traffic of the global transport hub, the location catered to local residents and international travellers with the brand's signature premium coffee, exclusive light bites and new high-protein, health-focused beverages.

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