FANWOOD, NJ—Back in the day, a really nice hotel would set a mint or chocolate on the guest’s pillow. It was the universal language of hospitality, saying “Welcome, thank you for staying with us.”
Times have changed. Many hotels still do offer special welcome treats—ranging from warm, chocolate chip cookies to in-room iPads—but the offerings are more diverse and meant to set brands apart from their competitors, while keeping pace with customer expectations.
Seeking to capitalize on the industry’s thirst for new and different ways to enhance the guest experience through multiple touchpoints is pureLYFT, an all-natural caffeine stir stick brought to market by pureLYFT CEO Erik Elfstrum and distributed through luxury hotels and resorts in conjunction with Incentient Inc., a provider of bespoke solutions for guest engagement.
Containing 125 mg of “clean” caffeine, pureLYFT is an alternative to coffee, sugary sports drinks and artificial energy supplements, noted Elfstrum. The patented triangular tube delivering the caffeine is made from recycled plastic and features a filter at the end of the tube, and where you see the strip is the energy blend. Once opened, it will last about a year, according to Elfstrum. Simply peel it back and then stir it into a drink or bottled water, if you’re on the go.
“The product’s caffeine is derived from green coffee bean extract, is virtually flavorless and packs in A and B complex vitamins. It’s a stir stick, which allows for portability and it’s a visual representation when you use it, catching the attention of others,” said Elfstrum. “We use all-natural sweeteners that come along with caffeine. We’ve tested it a long time and have had tremendous success in retail and hotels.”
In contrast to energy drinks and similar options on the market, pureLYFT’s value proposition is its unique delivery system and being all natural. For Elfstrum, it’s also about how you feel when drinking his product—and, yes, you will feel it but not where your heart is jumping out of your chest, according to Elfstrum.
“We have people use it with iced coffee, if you want a double espresso. How we sample it is with pure clean ice water. You won’t taste it at all. There’s a slight hint of sweetness and it tastes exceptionally good with club soda and a lime, that’s my favorite,” he said. “If I’m going to have a cocktail, it goes well with a mixed drink for hospitality and happy hours to promote the specialty drinks. It has the flexibility to do that.”
The company is picking up steam in hospitality, with high-end hotels offering pureLYFT’s stir sticks in the grab-and-go areas because the product is easily transportable. His clients include the Ocean House and Watch Hill in Westerly, RI, and the Inn at Windmill Lane in Amagansett, NY.
“We got a lot of interest and we try to keep it high-end hotels and some big banquet locations. We were approached by properties through Incentient and the relationship has grown,” he said. “We’re getting rave reviews from turn-down service at five-star locations looking for innovative products—and everyone in the hotel business is looking for what will bring people back. We’ve been targeting this sector for a few years and the feedback we’re getting is amazing.”
The company is also working on future pureLYFT incarnations that will have a flip-bottom feature activated for pouring into a smoothie, based on requests they’re getting from juice and smoothie bars. The product is also found in some gyms.
“One of the subtleties you’ll see is from a hospitality standpoint. When you’re at a hotel restaurant and it sits in the glass, it looks sophisticated. People will ask, ‘What is that?’ or ‘Where did you get it?’ It’s positively disruptive,” he said. “You can get it at the Hyatt Regency, Westin, etc. Chefs have embraced the brand and we’re getting GMs and owners to monetize the product, so it’s a win-win for everyone.”
—Corris Little