A daring branding technique for GothRider cafes

In a aggressive market, it’s essential for a corporation to discover a sturdy model picture for its merchandise to make sure its long-term success. On this regard, we will say that GothRider has stood out with the launch of its vary of coffees. In his positioning, his message is evident: “probably the most.” robust from Quebec!

“We develop our coffees a bit like microbrewers did with beer a number of years in the past,” says Philippe Kyprianou, founding father of GothRider. We provide high-quality coffees which might be roasted in Quebec in a singular option to provide shoppers an actual style expertise.”

His goal prospects? “These are rebellious people who find themselves not afraid to specific their individuality,” provides the entrepreneur. They like rock music, they’re bike fans, actual bikers. They kind a neighborhood and are loyal to the manufacturers they love.”

Offered in vital banners

GothRider coffees, which have been primarily bought by the corporate’s on-line retailer, are actually obtainable in IGA and Metro supermarkets. They’re additionally obtainable at some unbiased pharmacies and grocery shops.

“In 2023, our precedence is to extend our presence in Quebec. By the tip of the yr we need to attain greater than 300 factors of sale all through the area. At current, the province accounts for about 30% of our gross sales. We generate one other 30% of our gross sales in different Canadian provinces. The remaining, 40%, is exported to the USA,” specifies Philippe Kyprianou.

GothRider presents a spread of three varieties of espresso with unique names: Gasoline, Grease and Blondie. They provide completely different ranges of acidity and roast, however all have excessive caffeine ranges.

“For gas and grease, we selected beans from the African continent, extra particularly Rwanda, which produce a espresso that’s much less acidic than beans from South America. This appeals to a big a part of our clientele, who as they become older need to keep away from acidic meals and drinks,” he explains.

Blondie espresso, then again, is constituted of beans from Peru and Guatemala. All coffees are licensed natural and pretty traded.

Along with these three merchandise, there are restricted version coffees which might be launched at sure occasions of the yr, such because the chocolate-flavored Beaster Bunny for Easter, or a rum-flavored espresso created particularly for Father’s Day.

Philippe Kyprianou works carefully with an area roaster who creates the completely different blends. Nice care can be taken with the packaging. “For every product we create a special character with a cranium and crossbones and its personal story. It attracts consideration, arouses curiosity and makes you need to attempt the product,” explains the entrepreneur.

A bold branding strategy for GothRider cafes

Photograph archive, QMI Company

Greater than espresso

GothRider is not only a espresso firm. As well as, the corporate presents an intensive vary of merchandise – ceramic mugs, journey mugs, t-shirts, tank tops, hats and extra – all imbued with the model’s rebellious spirit.

“We need to accompany the shopper all through the day,” says Philippe Kyprianou, who plans to launch new merchandise within the coming months, together with new varieties of espresso, sturdy sauces and BBQs, and ready-to-drink drinks. “Concepts abound,” he says.


  • Founding date: 2020
  • Actions: Roasting and distribution of espresso
  • Shareholders: Phil Kyprianou
  • Variety of staff: 1 (greater than many staff)