ROAM
Roam is a platform for individuals who want to discover and support local cafés that align with their preferences. By categorizing local cafés and showcasing those in proximity, Roam helps users find the perfect spot that matches all their desired criteria.
RESEARCH & INITIAL IDEAS
The project idea began with a case study on the high prevalence of coffee shops and bakeries in South Korea. With so many coffee shops opening, I wanted to explore the reasons behind their rapid turnover, often closing within just a year of operation.
Based on my findings, South Korea has one of the highest rates of coffee consumption, especially among women aged 18–30. Many coffee shops close within a year, but those that survive past three years are more likely to succeed.
Most people visit cafés to study or meet others, but small local shops often lack enough seating. This pushes many consumers toward larger chains like Starbucks, which strategically open locations near their target audience. In Gangnam alone, there are over 900 Starbucks locations.
INTERVIEW & STRATEGY
To better understand how to support local coffee shops, I interviewed Jenny, the owner of Telescope Coffee in San Francisco. She shared that her strategy for staying in business is consistently updating Instagram to engage her audience.
Curious to explore this further, I discovered that Instagram is most popular among 18–30-year-olds in both the US and Korea. Using hashtags and posting three times a week at 11 a.m.—when engagement is highest—can effectively attract customers. I tested this approach and, within just three days, successfully drew new customers to the coffee shop.
ROAM
This inspired me to create Roam—a platform designed exclusively for local coffee shops. Roam connects coffee lovers with nearby independent cafés, helping these businesses thrive by eliminating franchises and avoiding high fees associated with larger delivery services.
"Roam enables users to discover local coffee shops tailored to their preferences. By navigating an interactive map and filtering by location, budget, offerings, or aesthetic, users can easily find a café that matches their needs.
GOAL
The platform also allows users to order for pickup or schedule a time to enjoy their visit at the shop. For those who are curious, Roam provides a preview of nearby cafés, with options for pickup or delivery (if available), making it convenient to support local businesses.
By helping neighborhoods sustain their unique charm and fostering local entrepreneurship, Roam aims to reduce the dominance of franchises on every corner and preserve the spirit of community.