Caribou coffee was ranked #1in its category by Consumer Reports. YouGov’s BrandIndex ranks the company higher than Starbucks in customer satisfaction. Yet, Caribou has not earned the the mass appeal of Starbucks. Why? CEO Mike Tattersfield thinks it could be the branding.
Brandweek reports that Caribou is undertaking a major overhaul of the brand to expand its appeal. The company has locations in over 15 states and leadership feels that the Midwestern-y, lodge image associated with their coffee is keeping consumers in some regions from connecting with the brand. With the help of Alfredo Martel, a former Yum Brands exec, some old Starbucks people and a new ad agency, Tattersfield is leading the way to a new identity for Caribou.
Tattersfield is making some pretty significant changes to the look of the logo that will hopefully carry through to the store. What set Starbucks apart and drove their unbelievable retail sales and expansion, had less to do with the goddess logo and everything to do with their retail environment. They introduced Americans to the coffee shop as a hang out and made each store a place where you want to spend time, meet friends and enjoy several cups of expensive joe. In order for Caribou to drive their retail sales, they’ll have to dig deep on the rebranding of their retail environment. It must resonate in a unique way to get the new brand message across. The look and feel of the brand is important, but the store brings it to life.
