Why Coffee House Roasters?
WHY COFFEE HOUSE ROASTERS®?
A branded specialty coffee such as Coffee House Roasters® offers C-Store retailers an existing and growing customer base in core markets, immediate brand loyalty, powerful brand positioning consistent with an effective specialty coffee program (authentic coffee house taste, quality and choices), access to industry leading sales building new products, access to the enormously successful Hi-Rev® line of high flavor/high caffeine beverages. The Coffee House Roasters name and logo immediately communicate to consumers premium coffeehouse quality.
MORE ON BRAND NAME
The Coffee House Roasters® brand name uniquely captures the heart of the specialty coffee segment in consumer language…an authentic coffeehouse taste experience. The logo reinforces the authenticity of the brand and products. The brand positioning of authentic coffee house taste, quality, choices and innovation is present in all our products, consumer merchandising materials and communications. No other brand communicates authentic coffeehouse taste experience as effectively or compellingly as the Coffee House Roasters family of products.
WHY OFFER FLAVORED COFFEES AND FLAVORINGS
Flavored coffee users and users of flavorings are two distinct and important segments. Both should be targeted to optimize sales in a c-store beverage program. Flavored coffee users represent approximately 10% of total c-store volume and enjoy the experience of specialty coffee but not necessarily the taste of coffee. They make purchase decisions based on the taste and appeal of the added flavors. Flavored coffee correctly merchandised at point of sale should be part of the beverage program. A far larger group of total coffee/specialty beverage users (over 70%) add sweeteners, creamers and flavors to their beverages. The c-store industry has an important advantage over other specialty coffee channels. There is growing consumer desire to customize and personalize beverages, and c-stores already take advantage this existing consumer behavior with self service beverages and conventional condiments stations including flavored syrups. The Coffee House Roasters® Personal Beverage System represents a significant advance over all existing systems in terms of merchandising, communications, and flavor choices. The System offers unique flavor choices that encourage personalization of coffees, flavored coffees, hot beverages and frozen beverages. The result is increased volume and increased customer loyalty.
IMPORTANCE OF FROZEN BEVERAGES
Frozen beverages, including frozen coffee and fruit smoothies, expand daypart sales of the beverage center, increase seasonal sales during hot weather months, expand the user base, increase store traffic, and most importantly build in-store sales and profits. A well merchandised and well managed frozen beverage component to the coffee/specialty beverage program will attract the highly desirable young adult user with a stronger female skew willing to pay more for adult positioned frozen beverages. Strategic, systematic, product and flavor innovation will attract new users to the beverage center. Coffee House Roasters frozen beverages attract new users by creating industry leading, consumer based, innovative frozen beverage flavors targeting new user, usage and flavor segments. A complete beverage center program should include coffee, flavored coffee, hot beverages (including, cappuccinos, cocoas, steamers), frozen beverages and a complete condiment/flavor component. Effective branding, merchandising and product innovation will create cross-category trial and usage from one product group to another. An example: the enormous success of Hi-Rev® coffee translated to equally strong sales growth for both the hot beverage and frozen beverage categories.
PRODUCT INNNOVATION
The Coffee House Roasters brand is undisputed leader in new product and flavor innovation in the c-store industry specialty coffee/specialty beverage category. This is because we understand consumer tastes and trends and can effectively translate them into sales building opportunities for our customers. New product and flavor development is consumer based; recognizing and leveraging food and beverage trends, cross-segment and cross-category new product opportunities, and important consumer segment opportunities. Tapping into major consumer trends we pioneered many unique new products including:
- Bold Flavors: Hi-Rev® Coffee, Cappuccino, Freezer
- Ethnic Flavors: Mexican Chocolate, Café de Olla Mexican Coffee, Dulce de Leche Freezer, Dulce de Leche Steamer, Hot Horchata
- Comfort Foods: Toasted Marshmallow Steamer
- Functional Beverages: Cranberry/Pomegranate Freezer, Hi-Rev beverages
- Dessert Beverages: Bananas Foster Freezer, Bavarian Chocolate Cheesecake Cappuccino, Blueberry Cobbler Steamer
- Personalization: Coffee House Roasters Toppers
BRAND POSITIONING
The Coffee House Roasters brand targets and appeals to mainstream consumers of coffees, hot and frozen beverages, male and female, broad age, income and education demographics. Attitudinally and behaviorally, the brand targets consumers who are more experimental in their food and beverage choices, embrace new products and flavors, and are willing to pay somewhat more for quality products. The brand profile extends to Coffee House Roasters Coffee, Coffee House Cappuccinos and Coffee House Roasters Freezers and cross category trial is common. The Hi-Rev® brand has become a powerful growth driver for our customers including coffee, cappuccinos and frozen beverages because the brand uniquely resonates with consumers responding to beverages with more flavor and more caffeine. The Hi-Rev brand profile includes young adults, especially young males, blue collar consumers, students.
Coffee House Roasters brand has been successfully extended from coffee to hot and frozen beverages. The family of brands includes:
- Coffee House Roasters Coffee
- Coffee House Cocoas
- Coffee House Cappuccinos
- Coffee House Freezers
- Coffee House Roasters Toppers
Additionally we offer Italia d Oro® Italian Syrups which are included as part of the Coffee House Roasters Personal Beverage System
BRAND IDENTITY
Brand identity, consistency and quality are paramount to the marketing and merchandising all Coffee House Roasters products and programs. We have created a comprehensive portfolio of consumer merchandising tools including the only c-store industry operator guide providing specific guidelines for use of consumer POP to maximize traffic generating, in store impulse purchase and cross-category trial. Consumer merchandising materials are designed to build brand awareness, support a compelling product message and encourage product trial. Coffee House Roasters materials have been created to generate awareness and traffic outside our customer’s retail locations as well as inside. There is enormous awareness and traffic building power to external POP and we know how to use that power to the benefit of the brand and our customers. The result of our brand building efforts since the launch of Coffee House Roasters is our consistent growth, the success of our customers, and the popularity of the brand in media. Coffee House Roasters products have been featured in many network tv programs.
You can visit our corporate web site to learn more. www.boyds.com