In the summer of 2014, Peter, Kubal's rock star roaster, and I looked into the sales report and found that Ethiopia; although tastes great as an iced coffee, doesn't have the best appeal to coffee drinkers. So, we did a little market research and found that many customers feel clueless when the coffee is labeled by the name of its origins. So, we renamed the product to “Summer Roast” and launched it with an iced pour-over recipe, and it was a hit. It was such a successful collaboration that we continued this process into the fall and winter seasons (Autumn Roast and Fireside Roast).
One of the many privileges of being in New York is its beautiful winter scenery whether it’s a ski trip to the mountains or a weekend at the cabin. Wherever the scenery, it usually involves cuddling up by the fireside with a hot beverage in your hand, hence the name, "Fireside Roast" for the winter's blend.
Packaging is only one of the many ways we communicate with customers. Besides that, we have a holiday campaign: #12daysofcoffee to talk about each coffee every day in the stores and on social media. The customers can not only hear about the coffee we carry but also read it on social media and taste it in the cafes. Best yet, take it home at a special price.
The Fireside design is also making an appearance across the board on our holiday merchandise.
