Coffee is coffee is coffee right? Well, if you’re the parent company of Caribou and Peet’s, I guess the answer is yes. But their decision to shutter more than 200 Caribou’s and replace them with Peet’s shows that the generic black drink is anything but generic to the consumers. Truth be told, I like Peet’s. I remember trying the dark roast in San Francisco, someone smuggling in a bag of it, that whole “you can’t get it here” marketing phenomenon that built Coors a billion years ago. But at the end of the day, it’s about the “Vibe,” and the high-ups at Biggo Coffee Conglomerates Inc, or whomever it is that owns both Peet’s and Caribou, are going for the dark roast over the moose roast. It is going to cost a lot of money. I hope not too many people lose their jobs. But, know one thing, it’s not about the coffee. It’s about the brand. I hope they did the account planning research to make sure we don’t have another J.C. Penney on our hands.
ps — Penney’s Mr. Apple Store EDLP has gone the way of Caribou Coffee, being replaced by the guy he ousted. How do you spell Schadenfreude? (Seriously, how do you spell it???)