Caribou Coffee Finds Silver Lining in Store Closures http://bit.ly/17ptzNc
Caribou Coffee knows it will likely never be as big as Starbucks. That’s why the Minneapolis-based coffee chain has been focusing in recent years on the customers that know and understand its brand best. It hasn’t been without its hurdles.
Earlier this year Caribou closed some 80 stores and rebranded another 88 stores as Peet’s Coffee & Tea, decreasing its retail footprint by a significant amount. Alfredo Martel, senior VP-marketing and product management, said that such a move helps position the brand better for the future.
Ad Age caught up with Mr. Martel, who will speak at Ad Age’s CMO Strategy Summit in San Francisco October 16, to discuss how the company has refreshed its brand strategy and what marketing tactics and platforms it will focus on moving forward.
via Tumblr http://mhandy1.tumblr.com/post/58421852384
