EDKL: What makes you proudest in celebrating 103 Coffee’s 11th anniversary?
Irvine: Our proudest milestone is our people’s growth. Starting from one champion barista, today our team has won 22 championship trophies, internationally and locally.
We’ve brought our baristas to more than 11 countries to compete. Those experiences have been life-changing for them, and that’s what we care about most.
EDKL: With 5 locations now and more to come, how has 103 Coffee managed to thrive in Malaysia’s cafe landscape?
Irvine: Segmentation is key. With more options and better internet exposure, customers’ expectations are higher than ever.
Good design, food, coffee and service are now just the minimum. So we spend time deciding what not to do, so we can focus on what we do best.
Being specialists in certain things wins customers’ hearts. The best scenario is when a customer buys both our product and a competitor’s. That shows our positioning is clear and distinct.
The anniversary Champion Set is an invitation to taste the season’s best, from a single-origin espresso to championship latte art for the house blend, plus 103 Coffee’s most celebrated creative coffee, the Honey Bear.
EDKL: As a World Latte Art Champion, what is your philosophy to coffee?
Irvine: My philosophy is simple. Since coffee isn’t something you drink many times a day, each cup should be memorable – through latte art that amazes, drinks that inspire, or a simple brew that highlights the flavour of its origin.
EDKL: What do you want customers to experience whenever they visit 103 Coffee?
Irvine: First, our passion for bridging the gap between specialty coffee and consumers. From our menu design to our service, we want customers to feel closer to the story behind their cup.
Second, a sense of belonging. A coffee shop should be down-to-earth enough to build friendships in the neighbourhood. A perfect cup can’t replace the relationship between customer and barista.
EDKL: For the baristas at 103 Coffee, what principles should shape their growth?
Irvine: Valuing customers comes first. No matter how skilled you are, if you don’t value customers and build relationships, it means nothing.
The second is a champion mindset. You don’t have to be a champion, but you have to work like one – obsessed, resilient, always improving. We don’t win every competition, but each time, we make sure we improve and give our best.
It always comes back to people. We want our team to turn passion into sustainable careers and good lifestyles, even across different countries and cities. For beverages, our intention is simple: to share what we love and what we find interesting.
EDKL: In today’s global coffee landscape, what is 103 Coffee’s identity as a homegrown Malaysian café brand?
Irvine: A brand that values people and community. Coffee is our tool to build connections and inspire. At the end of the day, you can’t compare whose coffee is ‘better.’ It comes down to which brand suits your lifestyle and builds the deeper connection.
EDKL: What is the future of 103 Coffee, for the next one year and the next 11 years?
Irvine: Next year, we’ll expand as a specialty coffee brand, rather than just a cafe, opening outlets that fully emphasise the coffee experience, which we’ve been planning since 2022.
For the next 11 years, our goal is to go global, opening in major cities and continuing to inspire and nurture champions in every country.
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