Customer relevance is important to maintain. It does not matter what industry you are in consumers are dynamic not static and when the customer evolves retailers must as well according to Steven Johnson, Grocerant Guru® at Tacoma, WA based Foodservice Solutions®.
Let’s face it Kombucha is the hot beverage and when Peet’s Coffee announced that bought a majority stake in kombucha maker Revive Kombucha, with promises to bring the company’s drinks to more grocers and its own coffee shops everyone knew that Peet’s Coffee was keeping pace with consumers.
Revive Kombucha offers bottled and on-tap kombucha and has more than doubled in size over the past year. Peet’s said that its financing will enable the brand to grow its operations and increase its distribution through the coffee company’s network.
Peet’s operates well over 200 coffee shops, mostly out West, and has a considerable retail business inside grocers and its e-commerce platform. The company said that it expects to expand Revive’s market into those channels.
Eric Lauterbach, president of Peet’s consumer division, stated “Kombucha is a natural adjacency to ready-to-drink coffee and our consumers tend to love both,”… “Adapting our growth strategy to extend access and trial of superior beverage choices across channels in new and convenient locations is key.”
The deal continues a trend in which coffee chains are looking to expand into tea and other beverage products. Starbucks, for instance, closed its Teavana shops to focus instead on expanding that brand at grocers and other retail locations as well as its own coffee shops.
So, we ask how are you expanding your brand with relevance? Invite Foodservice Solutions® to complete a Grocerant Program Assessment, Grocerant ScoreCard, or for product positioning or placement assistance, or call our Grocerant Guru®. Since 1991 www.FoodserviceSolutions.us of Tacoma, WA has been the global leader in the Grocerant niche. Contact: Steve@FoodserviceSolutions.us or 253-759-7869
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