Would you like “crisp crust” with that coffee?
A New Zealand cafe is serving coffee in a pie crust. This cafe/bake house makes its own pastries and uses a layer of chocolate in the bottom of its custard tarts to protect the pastry when pouring in hot custard. They used the same technique for pouring coffee into a pie crust and the idea has taken off helped by a significant boost from social media.
A similar reaction was experienced by a Melbourne cafe earlier this year when they served coffee in an avocado shell and received global attention. It is not so much the culinary delight as the unusual experience that attracts attention and gives a boost to your business identity. Having said that, a chocolate filled sweet pie crust does sound quite inviting.
Creating a buzz on social media, and offering a new experience, particularly in a social environment like a cafe seems to be a marketing trend with lots of opportunities. The challenge might be to find creative stories for less sexy product categories.