Workshop Coffee

Workshop Coffee have roasted for London's best hotels, restaurants and cafés for fifteen years. Claridge's, The Langham and the Mandarin Oriental all pour their coffee. They also sell direct to home brewers, by the bag and on subscription.

Those are two very different customers. A head barista reorders the same coffees every week and wants it done in a minute. A home customer needs help choosing, brewing and understanding why a seasonal single origin is worth trying.

We look after both sides on Shopify: a self-serve trade platform for wholesale partners, and a direct-to-consumer store built to guide, convert and retain.

Workshop launched a new identity by George Cosby Studio, and we carried it across trade and retail at the same time.

Deep green and warm cream now run through both stores, so a partner and a home brewer see the same Workshop. A shared set of flexible sections means the team launch seasonal roasts and campaigns without a developer, on whichever side of the business needs them.

Wholesale partners order at volume, on rotation, and need it to be effortless.

We built a self-serve Shopify B2B store where each customer sees their own products and pricing, with none of the complexity bleeding through to the experience. Reordering is quick, account details sit in one place, and the Workshop team spend less time taking orders by email.

Choice is the biggest barrier for a specialty roaster. Single origins, house blends, decaf, filter or espresso, beans or ground. Most customers just want to know which one they'll like.

We built quiz funnels that ask how you brew and how you drink it, then recommend the right coffee and the right subscription. The quiz sits in the main navigation, on the subscriptions page and in campaigns, so there's a guided route in wherever a customer lands. Recommendations are tied to the subscription offer, which turns a one-off question into a recurring order.

Workshop buy from the same producers year after year, and release rare lots under their Pinnacle range. That provenance is what separates a £25 bag from the supermarket shelf, so the site has to carry it.

Producer, farm, process and cultivar sit on every coffee. Origin stories and seasonal releases get the same care as the products, so customers understand why each coffee is special before they buy it.

Workshop opened a café and academy on Eccleston Street, with a training space downstairs built for teaching people to brew at home.

We rolled out scheduling and class booking on Shopify, so customers pick a masterclass, choose a date and pay in one checkout. Booking a class sits right next to buying the beans and the kit to practise with, which is the point.

+20.7% B2B sales

+11% B2B average order value