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64 COMPANY DIE BECHERFABRIK TO GO AS A REAL PHILOSOPHY OF LIFE Coffee to go has long since become a philosophy of life. The phenomenon of coffee to take with you gives the appropriate cup its corresponding outward form. die becherfabrik in Cologne has grown to be a true specialist when it comes to promotional and to-go cups – with its own distinct philosophy. There is no lack of occasions for founding a company. Building on a patent in the family is not likely to be an everyday occurrence. Stephanie Azizi is one of the undoubtedly happy people who can say just that of herself. In this case, several factors played a part in the decision to found a company. For one thing, there is the fact that coffee has been the favourite drink of Germans for years. After all, every German citizen enjoys an average of 165 litres per year. For another, “to go” is definitely trending. In connection with the family’s own patent for manufacturing single-walled to-go cups by the offset method, it was only natural to invest in this area. PSI Journal 4/2016 www.psi-network.de So the idea of die becherfabrik was born. OCCUPY NICHES AND BECOME ESTABLISHED The founding of the company followed in 2010. What sounds reasonable and seems like a logical consequence was accompanied by the “usual start-up troubles”, Stephanie Azizi recalls. The young entrepreneur saw these obstacles rather as a challenge than as an impediment, however, as well as critical scrutiny from one or another of her competitors. The strategic orientation of “die becherfabrik” was soon defined: discover niches and occupy them to become quickly established on the market – and do so with ongoing product innovations that are consistently oriented toward the needs of customers. “The creativity of our customers constantly gives rise to expansions of the product line and to ongoing optimisation of our processes,” Stephanie Azizi tells us. What has come out of it all in the past five years in the area of to-go cups are such developments as the single- and double-walled cup, the es-

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