‘The true essence of retailing has changed over the years. It’s no longer about providing convenience on the mobility sites (petrol stations) itself, but also about how we create attractions for our customers,’ says Shell Mobility East senior vice president Amr Adel.
Crafted-in-Malaysia signature coffee blend now available at over 60 Shell Café locations
YOU wouldn’t necessarily think beyond hipster cafés or artisan coffee shops to get a good cup of coffee.
Well, that may soon change as Shell has rolled out its newest offering as part of its non-fuel retail business, with the opening of Shell Café at Taylor’s University Lakeside campus in Subang Jaya, Selangor, and Abdullah Hukum LRT station in Kuala Lumpur.
Officially opened in December 2022, Shell Café which offers signature blends of Shell’s very own locally-grown and roasted coffee from Malaysia is now present in over 60 locations – signifying the company’s commitment to growing and expanding its convenience retail business here and around the world.
You may be wondering why some of these cafés are situated at locations outside of a petrol station. That’s because Shell is bringing convenience to its customers wherever they need it.
According to Shell Mobility East senior vice president Amr Adel, this is a vital component that showcases the company’s adaptability in providing offerings for its customers.
“In today’s dynamic landscape, it’s not just about solutions but also delivering high-quality services and unparalleled convenience.
The Shell Café team ready to serve customers their preferred cuppa. Shell Café coffee is brewed by Shell’s own baristas.
“With years of expertise in Malaysia’s convenience retail space, we continuously listen to our customers and take innovative steps to meet their evolving demands.
“Our commitment goes beyond our mobility sites; it’s about bringing quality convenience to our customers wherever they are. This sets us apart on a global and local scale, making us a distinctive choice compared to any other retailer,” he says.
Adel explains that retailing in the modern world has drastically changed, which is why Shell continues to innovate its offerings, products, and services.
“The true essence of retailing has changed over the years. It’s no longer about providing convenience on the mobility sites (petrol stations) itself, but also about how we create attractions for our customers and listen to their needs and requirements of today.”
Made in Malaysia
Adel, who enjoys a mocha with a double shot of espresso, says that the uniqueness of Shell Café is the farm-to-cup coffee, which is blended locally and crafted in Malaysia.
“This coffee bean is exclusively only at Shell, and you won’t be able to get it anywhere else. It is a unique blend of Arabica and Liberica coffee beans,” he says.
Liberica is one of two types of coffee beans that can be grown in Malaysia. The Liberica beans account for less than 2% of commercially-produced coffee worldwide – which makes it a rare taste to savour.
At Shell Café, you will still find your classics such as the Americano, cappuccino, and latte. However, there are a variety of signature blend coffees and drinks specially crafted for festive periods and the likes, one of them being the Raya Pandan Latte.
Shell Mobility Malaysia general manager Seow Lee Ming posing with the Shell Cafe signature coffee.
All drinks in the Shell Café are prepared by Shell’s locally trained baristas. The food items are prepared fresh on-site daily.
Some of the meals include local and western favourites such as salted egg pastas, rice bowls, nasi lemak with fried chicken, and even options for vegetarians such as the gourmet meat-free satay wrap.
The café also has an assortment of snacks, from staples such as firecrackers and chocolate rolls to the delicious must-haves like curry puffs, scones and croffles.
Due to the changing consumer product preferences from one location or community to another, Shell Café will also customise its range of products to ensure the customer experience is hyper-localised with convenience at its core.
“We have started converting our existing 400 deli2go sites nationwide into Shell Cafés, so that we can infuse the specialty coffee element into our offerings for commuters on the road too.
“It is an evolution of our offering; we are bringing innovation to the items on our menu to satisfy our customers,” says Adel.
Shell Mobility Malaysia general manager Seow Lee Ming shares that to date, there are 60 Shell Cafés across Malaysia – both at and beyond petrol stations – and Shell plans to raise this number to 150 in 2024.
So, the next time you’re looking to grab a quick cup of coffee, you might want to consider Shell Café’s crafted-in-Malaysia signature coffee blend.
Shell Café will be having a grand launch on Dec 8 and 9 at A Place Where (APW) in Bangsar, Kuala Lumpur, where you can sample some of the latest offerings from Shell Café and also try your hand at being a barista. Click here to locate your nearest Shell Café.
