A young Singapore startup is challenging the way people think about coffee — one vending machine at a time.

The Problem With a Good Cup of Coffee
For most people in Singapore, a decent coffee comes with a trade-off. Either you pay a premium at a specialty café and wait in line, or you settle for something cheaper and far less satisfying. For Flow Coffee co-founder and CEO, the frustration was personal.

As someone who is lactose intolerant, finding a quality cup of coffee often meant spending $8 or more and walking 15 to 20 minutes to the nearest café. The question that sparked everything was deceptively simple: why does good coffee have to be expensive and inconvenient?

"Why does good coffee have to be expensive and inconvenient?"

That question became Flow Coffee — a startup building advanced coffee vending machines that deliver barista-grade beverages using fresh milk and oat milk, at an accessible price point. No powder. No compromise.

Building What the Market Said Was Too Hard
The early days were anything but straightforward. Fresh milk coffee through a vending machine is operationally complex. Large brands like Costa Coffee had previously attempted it and exited the space. Others pursued flashy robotic arms that made for great marketing but didn't solve the real problem.

Flow Coffee's challenge wasn't just technical — it was also about convincing a reputable manufacturer to take on a project that the industry had largely written off. Without heavy upfront R&D costs, the team had to be creative, persistent, and deeply hands-on.

What set Flow apart from the get-go was their commitment to product quality and a relentless willingness to get their hands dirty. Team members pulled late nights tinkering with machines, ironing out kinks, and learning the hardware inside and out.

Joining BIG: Sharpening the Vision
When Flow Coffee joined SMU’s Business Innovations Generator (BIG) incubation programme, they had around five machines deployed and a lean team of three. The priority wasn't just growth — it was stability, consistency, and figuring out what was really working.

BIG provided more than just a structured environment. Through pitching sessions and interactions with mentors, peers, and invited guests, the team was challenged to question their assumptions and sharpen how they communicated their vision. Every conversation pushed them to think more critically about their model.

"BIG helped us sharpen our focus. We were constantly challenged on our assumptions."

One of the most impactful outcomes was being part of the inaugural BIG x Stellarate programme — an initiative that opened access to premium deployment locations, including MRT stations, that would have been near-impossible to secure independently.

Stellarate is the innovation programme of Stellar Lifestyle, the retail arm of SMRT. It’s designed to create opportunities with tech-innovators, public sector and industry partners, and start-up investors to discover new business concepts that can add vibrancy and convenience for customers in the SMRT’s transit retail ecosystem.

From Firefighting to Scaling: 22 Machines and Counting
Seven months ago, the team was largely firefighting — solving problems as they surfaced rather than addressing root causes. Today, that picture looks very different.

Flow Coffee has scaled from 7 to 22 deployed machines. Their operations are more structured and data-driven. They have clearer product-market fit, stronger partnerships, and faster learning cycles from real-world deployment data in high-traffic locations.

The access to grants through BIG also supported their expansion, enabling faster deployment and reducing financial friction at a stage where every dollar of runway matters.

For the founders, the growth isn't just reflected in machine count. It's visible in how the team operates — more confident, more methodical, and more strategic about where and how they grow next.

The Craft Behind the Convenience

At the core of Flow Coffee's proposition is a deceptively simple idea: people shouldn't have to choose between quality and convenience. The machines use fresh milk, real espresso, and thoughtful drink design to deliver a consistent experience — every time, without a barista.

It's a product that resonates. Long queues have formed spontaneously at multiple locations. Students, office workers, and commuters have all become regulars. The brand has built genuine warmth and loyalty in a category that typically feels transactional.

What Flow Would Tell Other Founders

Reflecting on the BIG journey, the team is emphatic about its value — not just for the tangible resources, but for the community and mentorship that comes with it.

"There is really no downside. You gain access to a highly supportive community, valuable mentorship, and opportunities that can significantly accelerate your growth."

For a scrappy startup taking on a problem the market had already dismissed, that kind of support system has made all the difference.

Flow Coffee is currently operating 22 machines across Singapore, with expansion ongoing. Follow them on Instagram at @flowcoffeesg.
— Published as part of the BIG x Stellarate Founder Spotlight series.