Social innovation, is a new idea or activity that improves the options or choice for a group of people in the population with the aim of improving their overall quality of life. (Pol, 2009). It is from this definition stated above that drove the intentions of Brew Box and its purpose. Brew Box is an app that allows individuals to advertise their coffee machines to the public, where they can be located on a map for an efficient friendly coffee interaction.
With already many coffee shops available, there is scepticism as to how it will actually improve the quality of peoples lives. Brew Box’s social innovation is achieved digitally as it is targeted towards digital natives, as the apps usability relies heavily on technology to help change peoples social conditions.
What makes it unique ?
Brew Box is different than any other traditional cafe or coffee app in the industry through the value and innovation it provides to users of the app.
Consumer experience & business innovation
Brew Box’s focus on consumer experience is an important aspect of how the app is changing the coffee industry, with the app now allowing the production of coffee to be produced and consumed in the ease of peoples homes. The intention behind this change is the effort the app makes to create a virtual community for users, where I believe that by moving coffee consumption into a different space such as homes and away from traditional cafe setups, the app will produce an environment that is less transaction focused and more community and consumer driven. Aiming to bring neighbours and local people together to form a place of inclusive membership and discussion.
With its intentions on creating a virtual community, Brew Box’s design was also lead from a shared economy approach, using a platform economy, through the use of the internet to connect people. This can be highlighted through the app using a locational setting for users to direct them to their nearest cafe. Brew Box’s desire to change consumer experience within the coffee industry in Australia came from the intention of wanting to produce something more meaningful to individuals than just a typical transactional cafe experience. This move was also backed by current industry trends where statements and consumer insights from online article Next avenue, showcased that ‘takeaway purchasing has lowered post pandemic as more people are wanting to associate their coffee experience with a meaningful social interaction’ (Stern, 2022).
It is through the combination of the locational feature and Brew Box’s ability to provide a positive social environment, that it will enable users to have a more authentic interaction and this increase their well-being and add a new beneficial social quality to their daily lives.
Overall
Brew Box is an innovation, that I have spent crafting with my peers and I believe it will provide positive and impactful social change to users. However I am aware that these disruption to the industry, will take time for people to trust and feel safe using the app but once people move away from the traditional consumption of coffee they will experience the value this app provides.
References
Boyles, M 2022, ‘Innovation in business: What it is & Why it’s so important’, Harvard Business School Online, blog, viewed 28 May 2023, <https://online.hbs.edu/blog/post/importance-of-innovation-in-business>
Harr, E 2022, ‘5 Keys to Building Business Relationships’, Hinge Marketing, blog, viewed 25 May2023, <https://hingemarketing.com/blog/story/5_keys_to_building_business_relationships>
Pol, E. (2009) Social Innovation: Buzzword or enduring term? S. Ville (ed.) Journal of Socio-economics. 38,878-885. Viewed 30 May 2023.
Ritter, M & Schanz, H 2018, ‘The Sharing Economy: A comprehensive business model Framework’, Journal of Cleaner Production, vol. 213, pp. 1-39. Viewed 26 May 2023.
Stern G.M 2022, ‘More than just caffeine: The benefits of a coffee group’, Next Avenue, viewed 26 May 2023. https://www.nextavenue.org/more-than-just-a-cup-of-coffee-the-positive-effects-of-a-coffee-group/
What is a virtual community? Mighty Networks, viewed 25 May 2023, <https://www.mightynetworks.com/encyclopedia/virtual-community>
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