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