Cilantro

Revamping an Egyptian coffee icon

Software development. UX/UI.

The Client

Cilantro is Egypt's first and leading homegrown Western style coffee shop. Operating since 2000, Cilantro introduced the concept of Chain Coffee Shops to the Egyptian Market and now has over 85 branches across Egypt, serving more than 4 million visitors per year.

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The Solution

To start their digital transformation, Cilantro created a 100% contactless experience with three interfaces for different stakeholders: admin, user, and barista. They also launched a beach campaign where customers could order from their umbrellas, and collected data to incentivize app adoption and loyalty, resulting in higher app acquisition rates and conversion of walking customers to digital ones. A personalized loyalty program was also created to incentivize customer engagement and higher retention rates.

The Challenge

Post-Covid, Cilantro realized that digital transformation is no longer a luxury but a necessity to every business. The challenge was to transform the experience of all its customers into a digital one across all its branches, which spanned across malls, hospitals, executive buildings, streets, and online.

The Process

Creating a Loyalty Program

Robusta designed and implemented a personalized loyalty program for Cilantro that incentivizes customers to make more orders and level up as they do so. This program increased retention rates and engagement levels, resulting in a 62% yearly growth in revenue for Cilantro.

Data Collection Implementation

Robusta implemented the data collection system to encourage customers to sign up for the app. The system was designed to incentivize customers with discounts and free gifts, resulting in a significant increase in app acquisition and converting walking customers into digital ones.

Seasonal Campaign Implementation

Robusta implemented the seasonal campaign for beach vacationers, which involved creating a unique QR code for each beach umbrella that customers could scan to make their orders. The team also ensured that the deliveries were prompt and the experience was seamless for the customers.

Testing and Iteration

Robusta conducted rigorous testing on the interfaces to ensure they were functioning properly and meeting the needs of all stakeholders. They conducted user acceptance testing (UAT) with Cilantro's representatives and gathered feedback to improve the interfaces. The team made necessary changes and continued testing until they achieved the desired results.

Developing UX/UI

Robusta developed the three interfaces, Admin, User, and Barista, with a focus on creating a user-friendly experience. They designed the interfaces to be visually appealing, easy to navigate, and intuitive to use. The interfaces were also customized to fit the specific needs of each stakeholder persona.

Design Thinking Workshop

Robusta held a product design thinking workshop with Cilantro to brainstorm ideas and create a clear vision for the digital transformation journey. Through exercises such as customer journey mapping, persona creation, and empathy mapping, the team identified pain points and areas for improvement in the customer experience.

Understanding the Challenge

The Robusta team held several meetings with Cilantro's representatives to fully understand their needs and challenges. They analyzed their existing systems, their target audience, and their brand identity to create a digital transformation strategy that would work for Cilantro.

The Impact

62% Yearly Growth in Revenue

Through the successful implementation of the digital transformation and the introduction of various features, Cilantro experienced a 62% yearly growth in revenue. This achievement was made possible through the collaboration between Cilantro and Robusta in designing, developing, and creatively creating digital products that fit the business needs of the client and enhance the end-user's experience.

Acquisition of 75,562 Users

The implementation of the digital solution by Robusta helped Cilantro acquire 75,562 users, who were able to enjoy the benefits of the contactless experience, personalized loyalty program, and attractive promotions and BOGO offers. This significant increase in the user base contributed to the company's growth and success.

Introduction of Promotion and BOGO Systems

The implementation of a promotion system and a Buy-One-Get-One (BOGO) system by Cilantro, through Robusta's digital solution, allowed the company to provide unique and attractive offers to their customers. This led to an increase in customer engagement and satisfaction, resulting in higher revenue growth.

Boosting Customer Retention and Conversion to Digital

Cilantro's digital transformation allowed the company to provide a seamless, contactless experience for their customers, resulting in higher retention rates and the conversion of walk-in customers into digital customers. The introduction of a loyalty program with personalized incentives also contributed to these achievements.

The Results

Cilantro's digital transformation journey resulted in significant positive impacts on their business. Through a 100% contactless experience, they were able to convert walk-in customers into digital ones and introduce new promotion systems. They acquired a large number of new users, leading to higher retention rates and substantial yearly revenue growth.

Yearly Revenue Growth

62%

Customers Acquired

75K