A stylish and fun all day coffee boutique, that will trade through from early morning to evenings, 7 days a week.

Our baristas will offer local coffee, brunch plates and exciting patisseries and cakes! SÖRA will bring a new experience to the city, an elegant and immersive coffee offering.

The location is destinational, therefore it requires more than a national coffee brand. Instead it requires a unique and independent experience, bespoke to Mailbox. The space will be exciting, our design will feature bespoke fixtures and fittings including decor, lighting and seating to create a luxurious experience.

Our colour palette and the use of flowers will create a ‘pop’ and will be a great head turner for passing foot traffic. With brunch plates included on the menu, the space will not only appeal to the your coffee lovers but those visiting for a light bite. Prosecco and a bottomless brunch on the weekends will be served for lux lovers.

SÖRA will appeal to the Monday – Friday 9-5 customer but also those wanting an extra shot of excitement with their matcha latte! We will create an exciting and social brand, with a loyal following, created through the experience itself but also the focused marketing and social media strategy.


The broad appeal of the offering and the ability to trade throughout the day, we see FP appealing to a wide target audience across Birmingham.

This will include Generation X, Y and Z.

The key audiences are as follows –

Young professionals



Ladies that lunch

Those that brunch!

Ladies that lunch

Those that brunch!


Food can never be an after thought!

Although our menu will be concise, we will ensure our dishes are packed full of flavour, with our offer being based around morning and lunch trade.

Typical dishes will include staple brunch plates such as organic sourdough, eggs, avocado, salads and toasted sandwiches. A mix of light bites to ensure a wide customer offering, repeat trade and boosted revenue.

Sweet treats and accompaniments are an integral part of our business and we will ensure that customers sitting in for a coffee cannot say no! A selection of fresh cakes and patisseries will be available throughout the day to ensure we are catering for all cravings – sponges to cheesecakes!


Beverages are an integral part of SÖRA, with our locally sourced coffee being the anchor of our menu. We therefore intend to incorporate the coffee bar into the centre of the design, creating a focal point at the heart of the concept.

Creating a lounge and cosy experience within the space aims to cater for those who seek a quick lunchtime coffee to those who want to visit for a Prosecco after a successful shop at Harvey Nichols.

We will also include a wider variety of beverages from gold dusted, divine Hot Chocolates to pink pistachio latte’s. More is more! We plan to differentiate the concept on weekends, to include bottomless brunches, providing a unique service to our core customer.

The quality of our offering will allow us to differentiate from other coffee houses in Birmingham, offering an all day experience within Mailbox.


Elegant Coffee House – Gap in the market.

All occasions – From breakfast coffees, brunch to drinks, 7 days a week.

Wide target audience – Appealing to a range of customers across Birmingham.

Fun and Instagrammable – Building a strong brand and following.