How this S’porean built a S$33 Million Coffee Tech Company thanks to his Robot Barista

robot barista singapore

robot barista singapore


After completing his studies in the United Kingdom, Keith Tan went to work across various industries such as property and wealth management.


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The former wealth manager then decided to take on a completely different path and jumped into the world of F&B.

In 2015, he opened the first Crown Coffee cafe at CT Hub 2, offering Buscaglione coffee alongside panini sandwiches.

Crown Coffee was one of the earliest adopters of fully automated coffee production, and the brand soon evolved into a smart cafe in 2017,

However, just as I was planning to open more Crown Coffee outlets, we ran into challenges like manpower shortages and high overhead costs (like) labour and rental. The resulting low profit margin made it hard for us to get ahead.

Keith Tan

Developing Singapore’s first Robot Barista

“I started Crown Digital with a renewed focus to digitalise and empower traditional businesses, while putting a great cup of coffee in every hand, quickly and efficiently,” 

Recalling the early days of starting up Crown Digital, Keith said that it would not be made possible without the help of his business partners and good friends, who helped conceptualize the very first iteration of ELLA.

In all, it took a total of three years from proof of concept to the current ELLA iteration that is now ready to be brought to market. In January 2021, ELLA was launched at Plaza Singapura.

FULL STORY


robot barista singapore

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