Specialty coffee subscription: 3.3× revenue, 62% now on subscription.

The situation

A specialty coffee roaster selling single bags online with a subscription option almost nobody chose. Revenue was about R95,000 a month, mostly from repeat buyers who re-ordered manually, and the ads were competing for the same people every month.

What we did

• Built a first-bag offer for cold audiences and a subscription upsell on the post-purchase page with a free grinder-cleaning kit on the second delivery.
• Meta creative around taste and ritual: brewing videos, roast-level explainers, founder tasting notes.
• Email flows took over retention: replenishment reminders timed by bag size, subscription nudges, win-back at 60 days.
• Google Search on origin and roast terms with price in the ad copy.
• Loyalty points per bag so switching roasters cost the customer something.

The result

Revenue grew 3.3× to about R310,000 a month with 62% of revenue now on subscription, which makes next month predictable. The account returns 7.8× on R40,000 a month in spend and nets about R84,000 a month after cost of goods, ads and fee.

Figures are monthly and rounded. Net profit is what the client keeps after product cost, ad spend and our fee. The brand is anonymised at its request; full account access is shared on the call.