For those of you old enough to remember Peet’s Coffee & Tea was cool before there was a Starbucks. You just might say that Peet’s Coffee & Tea help drive the consumer interactive and participatory aspects of fresh food retail or so says our own Grocerant Guru®.
Recently Peet’s Coffee & Tea opened a new concept store that expand its brands focus on being interactive and participatory. They call it a Slow Bar concept. It opened not in Oakland or San Francisco but rather in Washington, D.C.’s Georgetown neighborhood.
To garner customer adoption the four-seat Slow Bar displays various coffee beans and brewing methods, such as press pot, pour over and siphon creating a platform for interactivity.
Paul Clayton, Peet’s president of retail stated that “The Georgetown store evolves our design…It does a better job of telling the Peet’s story, how we are unique and how we are different from many of our competitors.”
Clayton explained that Coffee beans are displayed at the front of the first floor. Traditional coffee service is offered in the middle, and the Slow Bar is located at the back. “That allows [customers] to linger and learn more about the coffee,” Clayton said. “Upstairs is the seating area. We’re trying to make the stores comfortable for the guests to stay a while and enjoy their coffee.”
“We have 20 to 30 kinds of beans in most of our stores, and not all of them get brewed,” Clayton added. “When we have the ability to serve single cups and with brewing methodologies to support that, we can serve more variety of beans.”
Consumers are dynamic not static and brands must be as well according to Foodservice Solutions® Grocerant Guru® Steven Johnson. Edifying brands with consumer relevant messaging and positioning is an area in which the team at Foodservice Solutions excels specifically within the Ready-2-Eat and Heat-N-Eat fresh prepared food space.
Interested in learning how Foodservice Solutions 5P’s of Food Marketing can edify your retail food brand while creating a platform for consumer convenient meal participation, differentiation and individualization? Email us at: Steve@FoodserviceSolutions.usor visit: www.FoodserviceSolutions.us for more information.