Introduction
In 2024 and 2025, Metro Coffee, represented by David, proudly collaborated with the University of Westminster to support students in applying academic theory to real-world business challenges. This partnership gave students the opportunity to work with a live business, using Metro Coffee as a case study within their university modules, while providing the company with fresh perspectives, innovative ideas, and actionable insights to help move the business forward.
The collaboration proved mutually beneficial: students gained invaluable hands-on experience, and Metro Coffee received well-researched solutions grounded in consumer insight, strategic thinking, and market awareness.
2024: Consumer Insight Module – Understanding Consumer Behaviour and impact on them after rise in cost of living.
The first year of collaboration took place in 2024, focusing on the Consumer Insight module. Students were tasked with exploring Metro Coffee as a real business and identifying challenges and opportunities through in-depth consumer research.
Students carried out a range of research activities, including primary research such as surveys, interviews, and observational studies, and secondary research into coffee market trends, competitors, and consumer behaviour.
Using their findings, students proposed solutions around improving customer experience, strengthening brand positioning, identifying target customer segments, and enhancing communication and marketing strategies.
2025: Building on Insight to Drive Business Forward
Following the success of the 2024 collaboration, the partnership continued in 2025, allowing a new cohort of students to build on previous learnings and take Metro Coffee’s challenges further.
Students were encouraged to think strategically, using insight to support business growth, brand development, innovation, and long-term decision-making.
Collaboration and Delivery Team
This programme was delivered in close collaboration with Professor Maria Bortnovskaya, Jennie Baptiste, and the We Network team at the University of Westminster. Their leadership, academic expertise, and commitment to industry engagement were instrumental in shaping a programme that connected students with real-world business challenges.
Conclusion
The partnership between Metro Coffee and the University of Westminster in 2024 and 2025 highlights the value of industry-academic collaboration, supporting student learning while helping businesses move forward through insight-led solutions.