Three locations, but no messy expansion. Locals Coffee has deliberately cut up its concept: a full restaurant (All Day Brunch Daniel), a brunch café on First Jacob van Campenstraat (All Day Brunch Jacob) and a coffee-to-go bar on Ferdinand Bolstraat. Each place does something different, but the coffee and ingredients come from the same place everywhere.
The foundation of it all is the Locals Homeblend No. 27, the proprietary coffee blend handcrafted in all three locations. No rotating guest roasters or weekly change cards, just one blend they build on. That coffee can also be made at home: through their own web shop, they order the beans directly to your door. Newsletter subscribers get 10% discount on the first purchase, indicating that Locals is betting on a regular customer base rather than casual passersby.
The to-go bar on Ferdinand Bolstraat is decorated like a modern, minimalist coffee bar. Fresh pastries are ready for those who don't have time to sit down. All Day Brunch Jacob, a few blocks away on First Jacob van Campenstraat, has more space for those who do want to sit down. Besides Locals Coffee, there is also a sub-concept called Flow by Locals: a minimalist brunch café described as soulful food in a serene interior. That last term is vague, but it indicates that the brand is consciously thinking about atmosphere and not lumping all locations together.
Locals Coffee has deliberately cut up its format: a full restaurant, a brunch café and a coffee-to-go bar.
The Loyalty Club turns regular visitors into a savings program: points per cup, per visit and per coffee bean purchase, redeemable for free coffee, brunch or exclusive offers. That's smart for a neighborhood cafe in De Pijp, a neighborhood where, as a resident, you might walk by several times a week. Locals Coffee is not a big chain pushing in from out of town. It sits in the middle of the neighborhood and caters to the people who live there.