Posts by Joe prewett
You say Starbucks®. I think…top-tier brand. Defiantly stubborn in their tradition of quality. I think…innovative product marketing. America’s specialty coffee lexicon. I think…unbelievable product and customer experience consistency (excluding airports, hotels, and cafeterias, of course). Starbucks equals decommoditization of coffee, circa 1990. Read more »
Last month, when I was standing at our booth at FMI, the rep from the plastic bag company to our left walked over to our espresso bar, put milk and sugar in her cup of Project Direct™ direct trade Peru San Ignacio, looked at me and proclaimed, without prompting, “Coffee’s coffee, right?” Read more »
We’ll get to that intriguing title in a second. But first, let’s ask:
Is Coffee a Breakfast Item?
Sounds like a silly question, right? Especially for you, Mr. Café Owner. You’ve known for years that 80% of your traffic comes before 10 am. Good coffee sales equals great profitability for you. What about on the grocery shelf? Do coffee and breakfast go together there? Seems like it should. But back to the intrigue… Read more »
An exec at a large retailer recently confessed to me: "Coffee: It's like the more I learn, the less I know." Exactly. Without going into the ridiculously complicated supply chain of coffee, the one factor you need to realize is The Passion Factor: Specialty coffee consumers LOVE their coffee. We're not selling paper towels here! Coffee is the most affordable indulgence in the store. And it's also a tremendously complex product category wherein more and more consumers require more and more information. Recognize it and realize the passion! Not doing so is Pitfall #1. Read more »
Looking to gain some street cred in the coffee business? Buy Cup of Excellence® coffee for your brand.
Every year, more countries and farms are participating in the Cup of Excellence (COE), a rigorous competition that anoints the top 10-20 coffees from each participating country. Celebrating its tenth anniversary this year, the COE program is highly regarded as one of the leading ways to discover and present the world’s finest coffees. Read more »
Today’s economy has helped create a shift in how Americans buy coffee. Now is the time for retailers to develop and elevate, their private brand offerings. We call it the perfect storm.
The increase in specialty coffee consumption (I lump together Premium and Specialty coffee – to be explained another time.) is fueled in part by increased demand. It’s simple. McCafe, Starbucks and Dunkin’, since January, have poured upwards of $200 million into national advertising to promote coffee and espresso drinks – referred to as the “coffee wars.” That means more American shoppers are thinking about good coffee – as in Arabica coffee. Not necessarily specialty coffee (McCafe and Dunkin do not make the grade), but coffee none-the-less. Read on. Read more »