[Asia Economy Reporter Lee Seon-ae] Dalcom Coffee announced on the 28th that it will change its brand name to Dalcom after 9 years since its launch. Accordingly, all newly opened directly operated franchise stores will operate under the ‘Dalcom’ brand.
CEO Jung Chang-hwa stated, “Removing ‘Coffee’ from the existing brand name reflects our swift response to the recent consumer trend of seeking value beyond just coffee at cafes, and our commitment to providing differentiated services tailored to increasingly segmented consumer needs.”
He added, “Through strengthening our fundamentals such as improving coffee beans, expanding bakery menus, establishing the NPD (New Product Development) process, supporting franchise types, expanding cultural marketing, and advancing robot cafes, we will offer a unique cafe experience that can only be felt at Dalcom.”
The new brand slogan is ‘daily sweetness.’ It signifies expanding the value of cafe spaces as a convergent culture-teria that sweetens daily life with music, lifestyle, rest, trends, and food tech, in line with the evolving cafe consumption trend toward spaces offering diverse value experiences beyond coffee.
Additionally, Dalcom has newly recruited an executive-level dining franchise expert to improve business structure and menu competitiveness. The newly appointed Executive Director Park Kyung-chul, who will oversee Dalcom’s franchise business division, is a veteran with 20 years of experience at major domestic franchises such as Paris Baguette and Tous Les Jours. He began his dining franchise career in 1999 as an SV for direct and franchise operations at Paris Baguette and has led key business departments on-site, including domestic and international sales and business management, as well as brand competitiveness innovation.
Starting from this official brand name change, Dalcom plans to accelerate enhancing brand competitiveness through comprehensive innovations such as ▲renewing coffee beans and expanding bakery menus ▲strengthening the signature lineup ▲opening small stores ▲launching flagship stores ▲reinforcing Veranda Live ▲advancing robot cafe services.
Meanwhile, Dalcom, launched in 2011 with the slogan “Let’s see the music,” has presented a new paradigm for domestic franchise coffee shops with differentiated services such as music-visualized interiors, Veranda Live, Hallyu marketing, and robot cafes. Currently, it operates over 200 directly operated franchise stores domestically, 11 overseas stores, and about 70 robot cafe b;eat stores, the world’s first successfully commercialized robot cafe.
© The Asia Business Daily(www.asiae.co.kr). All rights reserved.
