Posts Tagged ‘sales’

Diversity Vs Identity

Sunday, January 11th, 2009

I’ve tried to avoid writing about the current economic climate, and the outlook for coffee in 2009, and using the two “c” words that lost any meaning months ago.

Nonetheless it has been interesting to see what they industry press are writing about, what advice is being offered, what strategies are being deemed wise.  A word I am seeing more and more is ‘diversifying’.

Starbucks are in a mess right now, and they have been for some time.  To me the problems are linked to a gradual loss of identity over the last few years.  Right now they are putting out mixed messages – on one hand promoting better coffee, on the other hand discounting it. Worrying about breakfast sandwiches, selling CDs, whilst still trying to claim that they are all about the coffee.

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The wine model doesn’t work

Wednesday, January 7th, 2009

I think everyone in coffee knows deep down this is true. The wine model only works for wine, we can’t transplant it to coffee and expect some immediate understanding and increased sales of quality coffees.

First and foremost – we don’t drink coffee like we drink wine. Broadly speaking we buy wine in two different circumstances: to enjoy ourselves and to enjoy with others. Generally we spend more, buy better, buy more interesting when we are enjoying it with others. We want to know more, want a little story, want something worth discussing. Wine’s great success was making it culturally acceptable/desirable to discuss what you drank at some length. Coffee isn’t quite there yet. We drink coffee in different circumstances – mostly it is a solitary affair, though sometimes shared but rarely the focal point the way a stellar bottle of wine can be. We experience it in different environments, with different goals and different focus on the sensory experience.
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