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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