BREW NEWS
CARIBOU
RETURNS
TO TV ADS
First time since
private buyout
Caribou
Coffee, the nation���s second-largest
specialty coffee retailer, has returned to
television advertising after an absence
of almost two years.
A 30-second TV spot that depicts
Caribou customers on a camping trip
aired nationwide in mid-March. The
tagline is, ���Life is more than coffee;
that���s why there���s coffee������a play off its
longstanding slogan, ���Life is short. Stay
awake for it.���
This represents the first TV ads for
Caribou since it was taken private late
last year by a German investment firm.
The ads are the vanguard of what will
reportedly be a revamping of packaging,
point of sale materials and other aspects
of customer interface.
CUSTOMERS: $4.82 IS OUR
LIMIT
That���s average threshold in Zagat
survey
How much is too much for a baristaprepared coffee drink? According to
a new Zagat���s survey, customers start
hitting the wall at $4.82.
That���s one of the findings from
Zagat���s first-ever survey of coffee
consumption habits. The online
survey, conducted Feb. 19-22, quizzed
respondents about what kind of coffee
they drink, how often and where they
drink it. Respondents were asked how
much is ���too much��� for a cup of coffee
prepared by a barista at a coffeehouse;
the replies averaged out to $4.82 (vs.
$3.52 for a ���regular cup���).
Other findings include:
cup of coffee is $2.98.
eliminate coffee from their diets if
they wanted to.
appropriate for people to linger
at coffee shop for 30 minutes or
more after they have finished their
beverage.
percent say they have switched to
making coffee at home.
coffee (vs. 3 percent who say
iced)���with the favorites being
regular coffee (31 percent), latte
(18 percent), and cappuccino (12
percent)���while 42 percent say it
depends on the season. (In fact,
Google Search trends indicate that
search interest for ���iced coffee���
peaks nationally during the week
MARK YOUR CALENDAR
APRIL
11-14 SCAA Expo, Boston Convention &
Exhibition Center, www.scaaevent.org
11-14 Coffee Expo, Seoul, South Korea, http://coffeeexpo.info
19-20 Coffee Festival, Belgrade, Serbia, www.coffeefest.rs
25-28 London Coffee Festival, Old Truman Brewery, London, UK,
www.londoncoffeefestival.com
MAY
23-26 Melbourne Int���l Coffee Expo, Melbourne, Australia,
www.internationalcoffeeexpo.com
JUNE
6-8 China Int���l Food Industry Expo, Beijing, www.fadschina.com/en/
7-9 Coffee Fest Chicago, Navy Pier, www.coffeefest.com
26-28 World of Coffee, Nice, France, www.worldofcoffee-nice.com
6
of July 1 - 7. Trends also show that
when it comes to healthfulness,
Google search interest in
���iced coffee calories��� is higher
nationwide than interest in ���hot
coffee calories.���)
In conjunction with the survey,
Zagat���s, a leading publisher of restaurant
guides, has released a digital guide to the
hottest coffee shops in seven major cities.
JUDGE HALTS N.Y. SUGAR
RULE
Caf��s unsure if they���re included
Coffeehouses in New York City are
puzzling over how new a city regulation
on oversized sugary drinks might apply
to them���assuming it survives the legal
process.
A regulation backed by Mayor
Michael Bloomberg, that was supposed
to take effect March 12, would have
limited the amount of sugar in readyto-drink retail beverages. A state judge
blocked New York from implementing
the regulation hours before it was due
to go into effect, saying it was ���arbitrary
and capricious.��� Mayor Bloomberg���s
office vowed to appeal immediately.
If the regulation is reinstated,
coffee retailers, from independents
up to Starbucks and Dunkin��� Donuts,
are unsure which drinks, under what
circumstances, would fall under it.
The regulation applies only to
the amount of sugar a barista can add
to coffee to between three and five
teaspoons per drink depending on the
size. However, lattes and other drinks
that have large proportions of milk are
exempt because the city considers milk
a valuable nutrient.
Different retailers are interpreting
the rules differently. Dunkin��� Donuts
issued an infographic explaining to
customers that they will have to add
their own sugar to large and extra-large
hot beverages, and medium and large
iced beverages. Starbucks is interpreting
it to mean that baristas can add as much
sugar as customers want���as long as the
customer asks for it first.
