90 seconds
That's how long a guest spends in the shop — from the door to hot coffee. Order, payment and points all happen in the app.
Coffee House is one of Armenia's largest coffee shop chains: 57 sites and a fast coffee-to-go model, where speed of service and a returning guest matter more than average spend.
Today the chain’s digital ecosystem holds over 220 thousand registered guests, and its own mobile app has become the main pre-ordering channel. Coffee House has always competed not just on the number of sites, but on the quality of the guest experience.
Once the chain outgrew dozens of coffee shops it became clear that keeping the guest ‘on plastic’ and across scattered tools was no longer viable. What was needed was a platform to bring pre-ordering, loyalty and guest communication into a single digital channel under the chain’s own brand. That platform became Eatery Club.
In coffee-to-go the business runs on footfall and repeat visits. That is exactly where the bottlenecks were building up.
WHAT THE PLATFORM HAD TO DELIVER
- Coffee-to-go pre-ordering in the chain’s own app — to relieve the peak and cut waiting
- A single loyalty programme with clear rules for earning and spending points
- iOS and Android under the chain’s brand, not inside someone else’s aggregator
- Multiple languages — Armenian, Russian, English — managed per platform
- Integration with the Syrve till system, with no manual re-entry of orders or menu
WHY EATERY CLUB
- Ready-made branded iOS and Android apps — no mobile development from scratch
- Loyalty out of the box: points, referral mechanics, guest card
- Syrve integration: orders and items sync with the till automatically
- Fast implementation — one menu deploys to dozens of sites at once
- Content flexibility: stories, emoji, promo mechanics and a multilingual interface
Guest walks in
No queue: the order and payment are already in the app, done on the way.
Straight to the bar
Past the till: the barista has long seen the order — drink, milk, syrup. Not a single question.
Coffee on the bar
The cup is already waiting. Points earned — guests spend 63% and come back.
Guest back outside
With hot coffee. In those 90 seconds a queue never formed.
The order lives here
Rolling a platform out to a chain of 57 coffee shops is first of all work on data and process, not just an app launch.
One menu + Syrve
Items, prices and modifiers were brought to a single form, so the app and the till always show the same thing.
Loyalty and pre-ordering
We set up the rules for earning and spending points and the referral mechanics; collection is the primary service type.
Store releases
Preparing the iOS and Android builds, review and market customisation — including managing languages per platform.
Content tools
In parallel we set up stories and promo mechanics — a direct channel to the guest.
The roll-out did not stop at a 'mobile menu' — the chain gained an ecosystem for keeping guests.
Orders peaked in the autumn — over 64 thousand in October 2025 alone. The winter dip gave way to a confident recovery by summer 2026. Meanwhile the guest base grew without a break all year: +32%, over 61 thousand new registrations.
Data source: Eatery Club annual metrics report · July 2025 — June 2026
Minutes in the queue against 90 seconds in the shop: at the morning peak that is dozens of guests a day not lost.
Over the year this cycle repeated 481,515 times
220,728 guests on the base · +32% in the year · active guests ×2 — from 7.9 to 14.6k per month
Coffee House keeps building out its digital ecosystem: ahead lie the move to the new app design 3.0 and further expansion of the chain. The platform gives them the groundwork: one menu and loyalty scale easily to new sites, while content tools raise visit frequency without adding load on staff.
How many seconds does a guest wait for coffee at yours?
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