Surf Coffee® — Communication strategy

The first Surf Coffee® spot opened in Russia in 2010, and by 2026 the network had grown to more than 300 locations worldwide. Notably, the brand consistently refers to its venues not simply as "coffee shops" but as spots, emphasising the spirit of a meeting place and a community hub. In its official communications, Surf Coffee defines itself as an international community where "every guest becomes a friend," establishing a friendly, informal tone and placing relationships — rather than the product alone — at the centre of the brand experience.

In terms of positioning, Surf Coffee® presents itself as a lifestyle brand that sells not so much a beverage as a particular mindset and way of living — "surfing" understood in the broadest sense, as a metaphor for freedom, movement, and finding one's own wave.

Marketing analyses of the brand consistently highlight that Surf Coffee "sells a lifestyle, not coffee": the visual language, music, merchandise, and the atmosphere of each spot combine to create a holistic experience for which consumers are willing to pay a premium — including upwards of 400–500 roubles per drink.

The target audience of Surf Coffee® is heterogeneous. The brand simultaneously works with café guests, social media followers, employees, potential franchisees, and partners. However, the main focus of its B2C communication is young urban individuals for whom a coffee shop is not only a place to purchase a drink, but also a “third place” between home, study, and work.

Surf Coffee® builds its communication through a multi-layered system of channels, in which social media is only one element. Everything works together toward a single goal — creating a living, engaged community around the brand.

Across social media, the brand maintains a presence on several platforms, though their roles partly overlap. VK and Instagram publish almost similar content: weekly event posters, cultural project announcements, seasonal merch collection launches, and lifestyle content rooted in surf culture. A significant share of content on both platforms consists of UGC — posts by guests themselves, which organically extend the brand's visual identity.

Telegram stands apart with a clearer structure: the main channel broadcasts brand-wide news, while local city channels deliver hyperlocal content — spot-specific event posters, special offers, and urgent updates.

— Physical Spaces (Spots) The interior design, art objects, in-store navigation, and packaging all create a unified visual language that is instantly recognisable.

The atmosphere inside is shaped by the music collective Propaganda Machine: curated playlists, Peace Division releases, and live DJ sets define the sonic identity of every location, turning music into a genuine tool for communicating with guests.

— Merch At every spot, branded stickers are available for free — a simple yet effective tool that guests take with them and spread organically, for instance, on their laptops. Seasonal merch collections — clothing and accessories released each season — turn customers into living brand carriers far beyond the walls of the café.

— Event Programming The weekly event programme transforms each spot into a third place between home and work: workshops, book clubs, art evenings, language meetups, and games create regular live contact with the audience, turning occasional visitors into a loyal community.

Finally, collaborations with festivals allow the brand to extend well beyond its own locations, embedding itself into the cultural life of the city and introducing itself to new audiences in their natural environment.

Dialogic Theory includes five main features:

[01] Mutuality</font color=E20612> means that the organization and the public recognize their connection and dependence on each other. Communication should be based on cooperation, not domination.

The central route is used when the audience is highly interested in the topic and is ready to think carefully about the message. In this case, people pay attention to facts, arguments, evidence, and logical explanations. This route requires more cognitive effort. The peripheral route is used when the audience is less involved or does not want to analyze the message deeply. In this case, people react to emotional signals, visual images, atmosphere, style, popularity, or other simple cues. The audience may be persuaded not by strong arguments, but by the general impression created by the brand.

The visual identity of Surf Coffee® is based on simple and easily recognizable symbols: surfing, palm trees, sand, the ocean, coffee, and spending time with friends. The name “Surf” itself creates associations with freedom, movement, relaxation, and an active lifestyle. Surf-inspired decor, warm natural colors, and a relaxed atmosphere create the feeling of a vacation, even in an urban environment.

The most relevant feature of Dialogic Theory for analyzing Surf Coffee® is mutuality. The brand presents its guests not simply as customers, but as part of a community. The phrase “every guest becomes our friend” shows that Surf Coffee® aims to reduce the distance between the brand and its audience. This creates an image of friendly, open, and more equal interaction.

Another important feature for Surf Coffee® is empathy. The brand uses a warm and informal tone of voice, relaxed visual identity, and the idea of friendship. All these elements help create an atmosphere in which guests feel comfortable, calm, and emotionally connected to the brand.