Longtime Ellis Partner, the Hilton at Penn’s Landing, approached us to assist in a strategic remodel of their coffee lounge. By expanding beverages, adding retail products, differentiating it from the lobby bar, and embracing local heritage, the Hilton not only enhanced the guest experience, it boosted sales by 300% within the first year.

The Hilton Coffee Lounge, located at Hilton Penn’s Landing in Philadelphia, recently underwent a strategic remodel to address several challenges with its previous setup. This case study explores the transformative journey that involved collaboration with Ellis Coffee. By expanding the beverage portfolio, creating clear distinctions between the lounge and the lobby bar, and incorporating a rich local heritage, Hilton successfully enhanced the guest experience. The remodel not only increased sales by 300% within the first year but also established the lounge as a distinct and thriving space, exemplifying the power of targeted redesign and strategic partnerships.

Challenges with the Previous Setup

  • Lack of seating for a relaxing coffee lounge / computer experience.
  • Also served alcohol which created confusion and disjointed atmosphere
  • Lack of variety in beverage portfolio limited the potential to attract and satisfy hotel visitors.
  • Lack of space made it difficult to market coffee as an offering and its hours of availability.

Goals of the Hilton Remodel

Increase Sales

Expand offerings portfolio: Broaden product mix by adding additional hot and cold beverage options such as espresso, sweet tea, lemonade, cold brew and more.

Create upselling opportunities:

  • Hotel to add breakfast items and snacks for upselling opportunities
  • Ellis to provide retail products and branded items for visitors to purchase as souvenirs from Philadelphia experience.

Eliminate Confusion

  • Separate the coffee lounge from the lobby bar for a clearly defined coffee lounge experience
  • Market hours of operation and product offerings clearly and concisely

Offer a Uniquely Philadelphian Experience:

  • Use a Philadelphia-based coffee brand with 170 years of local legacy.
  • Enhance the experience by sharing the Ellis Coffee brand story, making it more than just a coffee destination but an educational immersive experience.

Implementation of our Solution

Collaborative Redesign

  • Partnered with Hilton management to redesign and convert an unused executive lounge into the new coffee lounge.
    • Reviewed goals of new outlet as well as staffing available to determine the most effective layout and type of service (self serve vs. full serve) so we could suggest the best equipment
    • Identified electrical and water requirements for the specifc coffee brewers and equipment, coordinating with the construction team during the structural rework.
    • Redesigned the space for maximum flow and retail product accommodation with our in-house marketing team.
    • Ellis marketing identified POS/POP materials, digital menu boards and videos as well as historical brand items to theme the lounge.

Comprehensive Custom Beverage Solutions

  • Conducted tastings of cold and hot beverage options with hotel decision-makers to select the right products for the lounge and identify key upsell and cross-sell opportunities.
    • Utilized our proprietary ROI calculator to understand ROI of each beverage option for maximum profitability.
  • From outcome of sampling we developed a targeted list of products from the Ellis portfolio that included;
    • Brew Coffee
      • House Blend
      • Dark Roast
      • Decaf
      • 1 Flavored coffee
    • Espresso Beverages
    • Cold Brew Coffee
    • Fresh Brew Iced tea- Sweet and Unsweetened
    • Fresh Brewed Lemonades
    • Premium Hot Teas
  • Equipment recommendations and placement based on product mix, fully-calibrated for optimal performance.
  • Training and Brand & product education for key baristas and managers
    • Ellis Brand, Product Specific Knowledge, Espresso Drink Recipes
    • Proper brewing. Handling, cleaning
  • Provided all necessary products and ancillary items to support the beverage program:
    • Ellis Cold Brew Coffee and all brewing/dispensing items
    • Branded hot and cold cups, and lids
    • Torani Flavored Syrups & Sauces
    • Ellis Cold Brew Coffee and all brewing/dispensing items
    • Sugar, creamer, bamboo stirrers, straws, etc.

By addressing the previous challenges and implementing a strategic remodel, Hilton successfully transformed their coffee bar into a thriving, distinct, and locally themed coffee lounge, enhancing guest experience and increasing sales revenue by 300% within the first year!

“Partnering with Ellis Coffee has transformed our coffee lounge. The remodel expanded our beverage offerings and created a clear separation from the lobby bar. Concise marketing eliminated confusion while creating a defined coffee lounge experience with a unique and immersive Philadelphia Heritage touch.

The collaborative redesign, custom beverage solutions, and staff training ensured a smooth transition to the new setup and beyond. Our lounge is now a thriving, distinct space that has significantly improved the guest experience and boosted sales, making this an invaluable partnership for Hilton Penns landing. Thank you!”

– Alan Cagle, General Manager
Hilton Penn’s Landing, Philadelphia PA

About Chris Snee

Chris is the Director of Marketing for Ellis Coffee, one of the oldest family owned and operated coffee roasters in the US. His duties include working to elevate and revitalize the company's image, modernizing its logo, branding, and overall aesthetics to appeal to today's market. Chris excels in both digital and traditional marketing, from impactful Go-To-Market strategies for new products to crafting compelling consumer-facing materials and digital content. His expertise extends to managing Ellis Coffee's digital presence, significantly enhancing its online and retail B2C channels. A former Advertising Art Direction instructor at Temple University, Chris combines his educational background with practical experience to lead and inspire both his team and the broader design community. His approach is not just about aesthetics but creating meaningful brand experiences that resonate with customers and drive Ellis Coffee's success in a competitive industry.