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"A fictional,** small coffee - What do you mean by that?

Kevin Dugan

hypothetical. Scan to the bottom of the post!

Drew McLellan


Excellent ideas.

And not so ambitious that the coffee shop owner would just throw up his/her hands in frustration. I'm all for nice and steady -- as you say, moderate growth. All too often business owners are so anxious they toss in everything but the kitchen sink but never have the gas to maintain it. So in the end, they don't really move the needle.

Good stuff!


Valeria Maltoni

Keep your eye on the bean and create organic growth. I do wonder how much Italians and Eropeans spend in coffee; my guess is more than here.

Martin Jelsema

What a great way to introduce a new business to one town after another! I really like the experential marketing idea of serving free coffee at events to introduce the business. I'd "piggy back" on that and continue to participate with a mobile presence at funtions, even if you'd need to charge for the coffee then.

Lewis Green

The idea of "a mobile roasting truck will canvass local events to show off the process and give out free coffee samples showing off their new look and directing customers to their website for more information" is used by other coffee and beverage companies and it is a good one that works to build name recognition and give customers a taste.


Japan is number 1 and the U.S. is number 2 in consumption of coffee by weight. Lots of beans being purchased and consumer in these two countries.

Kevin Dugan

Lewis - I would have guessed Italy was higher, but that's probably because I'm biased. Some of the best coffee I ever had was in Italy.

The mobile concept is a big investment, but it pays long term dividends and really gives the owner a lot of flexibility. It's been great seeing how the different BrandingWire posts all play together.


Great post Kevin.
I agree that the "brand" is the combination of roasting on the premises and serving the coffee. Why not spend a bunch of money on the interior with a designer who can create the right atmosphere for hanging out and drinking coffee while incorporating the very powerful, emotion-generating aroma of coffee being roasted. The must accommodate shoppers who come in just to buy a bag of beans. This activity could be the major source of new in-store coffee drinkers.
Traditional brand collateral (taglines, logos, promos) will be of little use if the experience of CC in not unique and fun.


I run an office coffee service in Charlottesville, VA called Barista on Demand, LLC (www.baristaondemand.com. We use events as a lead generator for our service and it works well. Almost every community event looks for sponsors and coffee is a popular treat that event attendees love!

Eric Eggertson

Both major cities in Saskatchewan have been all but overlooked by Starbucks expansion, and in each city there's a local company that has done a good job of positioning themselves as the roasted-on-the-spot place where you can get good coffee and good vibes.

Not all outlets have to have the roasting done on-site for there to be an opportunity to showcase the process. If one shop does roasting for two locations, the other location can play up the roasting process with a display or some other method, and emphasize that the roasting is being done locally.

In addition to handing out free coffees, coffee catering is a good way of reaching new customers. There are a lot of companies/organizations that bring in coffee and munchies for meetings and events. If you make your catering options easy to understand, make ordering easy to do by phone/fax/e-mail and deliver excellent service, you can get known in a particular business area. The trick is to make sure your branding is strong when you do the catering, so you get the benefit from all that effort.

Kevin Dugan

Great additions by everyone. And on the "coffee mobile," I guess the adage if it's good, it's been done applies.

Eric - Believe it or not, there is still a ton of room for Starbucks expansion in the U.S. Right now your best bet for coffee on a long drive is at the BP station when you get gas. Starbucks could easily start dotting the offramps of major interstates in addition to the city street corners.


hi, i would appreciate it if you would had at least informed me that you were using my picture.
this is a breach of copyright as my flickr states that the pic is COPYRIGHTED.


please remove the picture or at least notify me that its posted here.

thank you

Kevin Dugan

ziteng - My apologies for the confusion. I assumed the attribution was enough as I do not make money with my blog. After posting this, I will pull down the pic. Thanks for touching base.

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Now I am ready to do my breakfast, once having my breakfast coming again to read more news.

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