ZUS Coffee makes specialty coffee more accessible with first signature store

After unveiling a sneak peek at its limited-edition card holder earlier this week, ZUS Coffee has gone big with the launch of 'ZUS Signature' located in the heart of Taman Paramount in Selangor. The store, a first of its kind, aims to bring an elevated yet affordable specialty coffee experience to Malaysians. 

With a sleek and sophisticated design, the store and subsequent cups carry a signature 55-degree diagonal line inspired by the “Z” logo, designed to be a subtle yet powerful nod to movement, progress, and refinement. The detail ties into the store’s elevated aesthetic, reinforcing the new concept's presence in Malaysia’s specialty coffee scene.

The signature store is also designed to offer an exclusive and immersive coffee experience combining specialty coffees with an accessible, high-quality approach. While coffee bean blends ensure consistency at large, ZUS Signature exclusively features "Single origin espresso (SOE)", a hallmark of high-end specialty cafés because of its scarcity. The store highlights premium SOE Brazil and SOE Ethiopia, carefully roasted and brewed to showcase their distinct tasting notes.

In conversations with A+M, a ZUS Coffee spokesperson touched on the marketing strategies behind its signature line, stating, "ZUS Signature's tagline is 'Necessity, meets luxury' and we embody that in every touchpoint of the new concept, even through premium merchandise." 

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In a statement, ZUS Coffee said the commitment to fair trade sourcing and sustainability supports coffee-growing regions such as Brazil, Ethiopia, Colombia, Kenya, and Guatemala, ensuring a thoughtful approach to every cup. In line with the coffee chain's tech-driven approach, an espresso machine used in the 'World latte art competition', the "Victoria Arduino Eagle One", is embedded into the signature store's operations to maintain consistency in every cup.

Besides the Taman Paramount store, 'ZUS Signature' is also opened at Sunway Pyramid. Both outlets are available via the ZUS Coffee app for deliveries and pick-up orders.

Terence Ho, head of coffee and Zuristas at ZUS Coffee said, "'ZUS Signature' is driven by a passion for exceptional coffee, beginning with premium, high-quality single-origin beans sourced from renowned coffee regions such as Brazil and Ethiopia. Each region’s unique terrain shapes the distinct taste profiles of our beans, telling the story of where they were grown. Our handpicked team of Zuristas then transforms these exceptional beans into specialty coffee beverages that embody the essence of ZUS Coffee’s innovative spirit.”

He added, "The opening of 'ZUS Signature', the first store of its kind, marks an elevation for the experiences we wish to create for our fans. We hope that consumers get to enjoy ZUS Coffee's craftsmanship in specialty coffee and aim to make it more accessible for Malaysians. Please look forward to more store openings and we thank you for your continuous support towards a homegrown brand."

ZUS Coffee is no stranger to out-of-the-box ideas. In November last year, the coffee chain collaborated with local clothing brand Pestle & Mortar Clothing (PMC) to release a limited-edition collection. 

The clothing collection included bowling shirts, socks and customisable oversized t-shirts. The bowling shirts and socks featured the brand's 'ZUS Buddy' such as Bean Boss, Blue Buddy, Choco Chipster, Frappe Fren, Pinky Boo and Porta Pal. The brand names could also be found on the socks and bowling shirts. 

The collaboration aimed to celebrate Malaysian pride and creativity by showcasing the spirit of local talent through a fusion of streetwear and community building, as well as to inspire connection, growth, and unity across all community. 

Prior to that, ZUS Coffee launched a new vertical and canned fizzy coffee in January 2024 as it eyed the fast-moving consumer goods (FMCG) and lifestyle products market. The vertical, ZUS Everywhere, had a landing page separate from its main ZUS Coffee website with lifestyle products and coffee at the forefront. Serving as an eCommerce platform, visitors were greeted with an interactive virtual living room with the brand’s products scattered across it.

The interactive site also featured COFFIZZ, its canned carbonated coffee drink that aimed to mark the brand’s entry into the ready-to-drink FMCG market. ZUS Coffee also said that COFFIZZ would be the first of more FMCG products to be released.

Other coffee chains have also expanded its brand across Malaysia in recent times. In January this year, Luckin Coffee opened five outlets across Malaysia within the month. Luckin Coffee added the soft opening of the outlets would allow the brand to gather customer feedback and adjust its services. 

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