Competitive Analysis
Peets
Main Message – Total commitment to quality coffee and tea. Product! Product! Product!
- few visuals – all about the product
- lots of smell – coffee
- bake case – full, fresh
- tight focus on selected products
- customer service/interaction was to educate customers about the roasting of the coffee written and verbal
- always have coffee samples
- building community – is with people’s pictures. The week’s best customers are now on the Customer Picture Wall. Lot of peoples faces.
Product – deep, rich, less acid
Starbucks
Main Message – An upbeat, alive place. Energy! Energy! Energy!
- visual intensity, noise intensity, upbeat music, lots of coffee sounds, employees talking, loudly yelling customers names
- bake case is well merchandised.
- great visuals and launch/theme executions
- very focused with lots of coordinating on visual merchandising to employee story telling
- lots of samples of products
- the focus on the worldwide sourcing of coffee, not on roasting
- customer service – almost 100% “Hello” as you enter the store
- Baristas are part of the entertainment. They yell out, talk to the crowd. When there is a line staff moves outside the counter to yell pre-orders to the Baristas, sometimes not authentic
Seattle’s Best
Main Message – Best Coffee — We Started It.
- it’s where it all began, pictures of the public market.
- red uniforms, walls
- lots of bags of red coffee
- the product is rich and smooth
Product –they are Northwest, Seattle, and First in market
Tulley’s
Main Message – Great Place To Take A Break.
- new colors look clean
- merchandise in order no impact
- nice place to sit in a comfortable chair with a fire
- service uneven not consistent
- no focus on the product coffee
- less energy
