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Caribou Coffee is the second-largest coffee chain in the country, but despite a presence in 17 states, they are primarily known regionally. To improve their brand recognition with consumers outside of their primary service area, Caribou is expanding its brand profile without following the traditional route of simply opening new stores. Instead, the company has focused on the addition of new products to its retail line, such as granola bars and now, K-cups, both of which are/will be nationall available.
K-cups are single-serve coffee portions produced by Keurig for use in their coffee machines. The foil-covered cups are plastic and packed with coffee grounds and a small filter, so when they are inserted into a Keurig machine, the foil is punctured and the hot water flows into the cup, brewing the coffee.
The coffees offered by Caribou will be roasted and blended by the company, but processed by Keurig. They will include the Caribou Blend, French Roast, Daybreak Morning Blend, Sumatra, Fair Trade, Colombia, Caribou Blend Natural Decaf and Decaf Sumatra. They will be available in spring of this year.
Neither Keurigs nor K-cups are cheap, so it seems like Caribou is targeting higher-end consumers, although they are still seeking ones who would prefer to use a convenience-oriented machine than a more traditional (and many would say vastly superior) coffee or espresso machine.
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1-09-2007 @10:39AM Myron said... Caribou has interesting owners.
http://www.snopes.com/business/alliance/caribou.asp
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1-09-2007 @11:38AM Tim UF said... So... you could concievably also just boil your own water and use these cups without a specialized machine, right?
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1-09-2007 @12:37PM Alex said... Not to mention all the excess packaging which no doubt ends up as landfill ...
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1-09-2007 @1:35PM Allison said... Eh, Myron, you should've read to the bottom of
the article. It says they severed all ties to
Dr. Al-Qaradawi.
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1-09-2007 @3:30PM kv said... We have those machines all over our office building. the coffee isnt bad. I'd be excited if we got Caribou coffee. I find it to be a lot less tinny than starbucks
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1-09-2007 @5:21PM Patrick said... oh, I love Caribou! First had it in Minnesota, and my family out there sends me their caribou blend for every holiday. Much more drinkable and satisfying than Starbucks beans... and their Turtle Mocha is heavenly!
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1-10-2007 @9:10AM Greg Sherwin said... I guess I don't follow the strategy here. If people can use pre-ground, rather stale, single-serving coffee pods in relatively inexpensive home machines (that manufacturers have been marketing hard lately) ... why would they want to drive out of their way and spend $2+ for the privilege of having the same thing in a Caribou?
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1-10-2007 @11:04PM Eric said... I've never had a stale cup of coffee from the Keurig coffee machine at the office. But I suppose the wanna-be greens would rather us all have to screw around with brewing whole pots, while the snobs enjoy smirking at anyone who doesn't grind their own Blue Mountain.
Pfft. I'll see if we can order any for the office...
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1-12-2007 @8:18AM GW said... Greg - I can tell you why people go to Caribou rather than just brewing at home. It's community. We've made many friends at our local Caribou shop, friendships that extend beyond the casual cuppa Joe a few nights a week. When managed right, such coffee shops become hubs of activity.
I liked what I saw enough that I went to work for the company. I work at a different store than the one I hang out at, and I can tell you first-hand that many customers are lonely and appreciate a relaxing, laid-back place to go and be around people. I'm almost forty and this is by far one of the best jobs I've had - it's all because of the people.
Anyway, back to a customer perspective: My husband and I figure a small cup of regular coffee's only $1.55 with free refills -- pretty cheap entertainment to while away an afternoon or evening among friends. :)
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