Caribou Coffee Wants to Know – What Do You Stay Awake For, Chicago?
October 17 2011 - 1:04PM
Business Wire
Caribou Coffee today announced the company is initiating a wave
of new store openings and existing store revamps within the Chicago
market – part of a larger campaign to reintroduce the unique brand
to residents, with a customized, Chicago-centric look and feel.
New Caribou Coffee store in Arlington
Heights, Ill., showcasing the new store archetype. (Photo: Morgan
Anderson)
“Caribou Coffee isn’t your typical coffeehouse,” said Mike
Tattersfield, CEO of Caribou Coffee. “We are committed to providing
guests with an extraordinary experience every time they visit a
store – from the décor to the personal connections with our team
members. We pride ourselves on being the community place guests
love.”
Expanding in ChicagoExpansion within Chicago marks
Caribou Coffee’s first company-owned store opening in five years.
Over the last half decade, the nation’s second largest premium
coffeehouse operator has focused on internal reorganization and
building the brand, among other efforts. “We’ve never been in a
more positive strategic or financial position than we are now,”
said Tattersfield. “This is the perfect time for us to grow our
business, and Chicago is the perfect market in which this can be
accomplished.”
With a current total of 556 stores, Chicago is the second
largest market for Caribou Coffee, following Minneapolis where the
company is headquartered. Throughout the fall of 2011, seven new
Chicago-area Caribou Coffee stores will open, including locations
in Fox Valley, Arlington Heights, Bucktown, Rolling Meadows, Lake
Forest, Naperville and Northbrook. In addition to the new stores,
Caribou has also revamped seven current Caribou Coffee locations
across the Chicago area.
The Chicago campaignThis wave of consecutive store
openings and revamps is encompassed by a Chicago-centered campaign
known as, How do you Bou?, which encourages the city’s consumers to
visit a Caribou Coffee location and enjoy, or discover, their
favorite beverage. The campaign title represents two questions
asked in one simple way – “How do you do?” and “How do you like
your Caribou?”
Connecting with the communityAs a further representation
of Caribou’s Chicago pride, and bringing the Chicago-focused
campaign to life, all area stores will offer a new, limited edition
Chicagoland mug that features the trademarks Chicagoans love most –
from Lakeshore Drive, to the Navy Pier and the historic Chicago
Theatre. “We want to bring to life in a tangible manner, the pride
and love Chicagoans have for their great city. This mug is a
favorite among both store teams and myself,” said Tattersfield.
All of the new store openings and updates will reflect the
communities in which they are located, with interior décor
including items like the Community Table and Grand Poobah Chair.
The Community Table in each Caribou Coffee will be large enough to
seat several individuals, and is designed to foster friendship by
bringing guests together in the central hub of the store. The Grand
Poobah Chair at each coffeehouse is meant to catch guests’
attention as they enter the store. For instance:
- An Equestrian-themed Community Table
and Grand Poobah Chair embody the character of the nearby Arlington
Heights Racetrack
- A medieval throne is the Grand Poobah
Chair at the quaint and historic Lake Forest neighborhood
store
- Bucktown’s inviting, vibrant character
and diverse population influenced the store’s colorful, patchwork
Grand Poobah Chair
“These collective community assets are a point of
differentiation from one Caribou Coffee to the next, so guests will
truly have a community-centric experience,” said Tattersfield.
These stores will also feature the updated Caribou Coffee logo
and branding, which was introduced in 2010 during the complete
brand re-launch. The re-launch provided Caribou Coffee with a more
positive outlook by reinventing their tagline, Life is short. Stay
awake for it, to signify a ‘seize the day’ mentality.
“The Bucktown location, and all stores opening from this point
forward, are intended to be more fun and inspirational, while
maintaining the comfortable lodge look and feel for which Caribou
Coffee is known,” said Tattersfield.
Each new store will host a grand opening event that will include
live, local entertainment, giveaways and product sampling. For more
information on events, visit www.CaribouCoffee.com, or check out
Caribou Coffee’s Facebook page.
We hope you join us – There’s so much to stay awake for in
Chicago.
About Caribou CoffeeFounded in 1992, Caribou Coffee
Company is one of the leading branded coffee companies in the
United States, with a compelling multi-channel approach to their
customers. Based on the number of coffeehouses, Caribou Coffee is
the second largest company-operated premium coffeehouse operator in
the United States. As of July 3, 2011, the Company had
554 coffeehouses, including 147 franchised locations, in
20 states, the District of Columbia and nine international
markets. The Company’s coffeehouses aspire to be the community
place loved by guests who are provided an extraordinary experience
that makes their day better. Caribou Coffee provides the highest
quality handcrafted beverages, foods and coffee lifestyle items
with a unique blend of expertise, fun and authentic human
connection in a comfortable and welcoming coffeehouse environment.
In addition, Caribou Coffee’s unique coffees are available within
grocery stores, mass merchandisers, club stores, office coffee and
foodservice providers, hotels, entertainment venues and e-commerce
channels. Caribou Coffee is a proud recipient of the Rainforest
Alliance Corporate Green Globe Award and is committed to operating
practices that promote sustainability and environmental protection.
For more information, visit www.cariboucoffee.com.
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