Specialty Coffee Retailer

Specialty Coffee Retailer March 2014

Specialty Coffee Retailer is a publication for owners, managers and employees of retail outlets that sell specialty coffee. Its scope includes best sales practices, supplies, business trends and anything else to assist the small coffee retailer.

Issue link: https://read.dmtmag.com/i/276442

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Page 7 of 51

8¬\¬¬-ARCH¬¬¬s¬¬WWWSPECIALTYCOFFEECOM L ike many brands, Caribou Coee prides itself on providing its customers with the best quality coee available. However, while the company takes its coee very seriously, it tries not to take itself very seriously. Being a fun, down-to- Earth brand that's always in touch with its core customer base is something Caribou has always felt strongly about. ese values are apparent in everything the company does. Michele Vig, Caribou's Vice President of Marketing, took time to chat with CoeeBreak about some exciting new initiatives the company is rolling out in early 2014, including Caribou Perks, a new customer loyalty program. CoeeBreak: What are some of the new programs and launches Caribou lovers can look forward to this year? Vig: We're currently working on three major roll-outs for the rst quarter of the year. One of the things we're working on is a new signature bakery platform, which will launch in most locations by the end of the quarter. We're working with new suppliers who are some of the best bakers in all of the world. When you taste the new pastries, you'll immediately notice the dierence. Some of the new product oerings include macaroons, mini donut muns, and croissants from a world- renowned baker. Caribou also launched a new blend at the end of January, which we're hoping will become a top seller for us. Our Royal Inspiration blend is a collaboration between our fans and our roastmasters. We asked people to upload photos and captions to a Pinterest board showing us what inspires them. e roastmasters took those visual cues from fans to create this new blend. Royal Inspiration is a sweet, light roast, and it's the rst blend in history to launch simultaneously across our Caribou coeehouses and grocery stores. To promote the new launch, we created a 64-foot-tall living Pinterest board to be displayed in the Rotunda of the Mall of America in early February, where we have a retail store. CARIBOU COFFEE L E A P S I N TO T H E R E A L M O F LOYALTY PROGRAMS BY M E L I SSA N I K SI C COFFEEBREAK Q&A M V, VP M C C. 08-9 coffee break SCR0314.indd 8 3/6/2014 6:34:05 PM

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