On the 16th of March, the Malaysian government announced the implementation of Movement Control Order (MCO) starting from 18th of March 2020. MCO was further extended twice and this made small businesses struggling to make ends meet.
Many businesses were forced to change their usual way of running their business. While some switch up their game, came up with innovative ideas to continue striving. We spoke to one of our favourite coffee place, underscore coffee_ to gain some insight on how they are holding up in this challenging times.
underscore coffee_ is best known for their craft in making bold cold brews. With business incorporated less than a year, this humble coffee place has gained a good number of loyal customers. Menus has been changing and expanding as their customers look forward for more quality servings from them.
After the announcement, underscore coffee_ is not spared from the wrath of MCO. Customers no longer walk in for coffee, sales was severely affected, customer preference changes and no longer demand what they used to want. Thus, underscore coffee_ were forced to make changes to their daily business operation.
Select and Focus. With customers choosing to spend less and opt for more storable option, underscore coffee chooses to focus on bold cold brews. Cold brews are easy to store and take away, fulfilling the need of the time. Moreover, these are their signature product. Production and marketing materials on social media all focuses on bold cold brews.
Delivery systems. Instead of waiting for customer to come to their shopfront, free delivery* are available by contacting on them on WhatsApp (+6011-5892 2586). Social medias are used to announce their service and QR codes were created. underscore coffee_ fully realised that customers are not leaving their house due to the MCO, so they will need to change their business model by including delivery services. With hopes that these additional orders are able to cover their daily fixed expenses while maintaining their customers loyalty by delivering their favourite drinks to their doorsteps.
Collaborations. underscore coffee_ has their own little community, same goes for other small businesses. Collaboration with other businesses, doing some cross branding has helped them a little here and there. During MCO period, underscore coffee_ has collaborated with Cake Jalan Tiong, offering some set special. This encourages both businesses to have some shoutouts to a wider audience, greater exposure and most importantly, the chances of securing an order.
Social Media Marketing. Like many businesses, social media marketing is important and FREE. underscore coffee_ is not an exception focusing on social media (instagram : @underscorecoffee) to promote their cafe. But everyone does it and small businesses are having a hard time gaining attention. Thus, underscore coffee_ focuses on a handful of products and appreciate word of mouth. Ensuring their product are in the best of quality, word of mouth comes naturally. But of course, reposting these good feedbacks are a way of brand marketing.
And of course, there are a lot of trial and error involved. underscore coffee_ are bold in trying out new ideas, such are Research & Development with their product, customers feedback, finding the right target market and all. And it does not always add up to success. When we asked the owner of the business Shum about some advice on keeping his business going during MCO, here’s what he advice us.
This is where you focus on the problems of your ‘child’ in the current situation and keep on finding ways to solve it. there’s not much to look at what others are doing as everyone’s ‘child’ is different.
Shum, underscorecoffee_
Here’s a message underscore coffee_ wish to convey to readers of this post as well:
GRATITUDE AND LUCK
At this point of time, gratitude and luck is needed much more than ever. we’re one of the few lucky ones that managed to narrowly pull-through the first 2 phases of MCO. A huge part of our survival depends on those who’ve always believed in our craft since day 1. We’ve always put quality & value at our priority. Again and again, a huge thank you for liking & appreciating our work. As we welcome fasting month and what we may not know comes ahead, we’ll require more luck!
Huge thanks to those who’ve always been with us, you know who you are.
In this tough environment, we sincerely hope that everyone stay safe. And to underscore coffee_, we wish you may continue to strive and keep us well caffeinated
Here are some information and links to underscore coffee_ if you would like to taste their cold brew during this MCO period. And don’t forget to give it a follow. #supportsmallbusiness
underscore coffee_ (@underscorecoffee)
open daily 9am-4pm
31, Jalan PJU 1A/20A, Ara Damansara, Petaling Jaya, 47301, Malaysia
takeaway / whatsapp +601158922586 for delivery <5km
wa.me/601158922586
