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Dashboard_Caribou - Promise Statement Great coffee Ultra...

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Promise Statement: Great coffee. Ultra comfort. Extraordinary service.
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A Look at the Coffee Business: Competition in the gourmet coffee market is intense At year-end 2008, over 7,000 McDonald’s were offering the new specialty coffees Starbucks is refocusing on the customer experience in the stores Offering new products and store design elements New training for employees Subject to seasonal fluctuations
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Touchpoint Gages FY09 Q2: Total Revenue Expenditures in Millions Training $5 100% Share of Wallet: Percentage of Market Share where Caribou stores are located Low Medium High 1 2 3 4 5 6 7 8 9 Atmosphere Low Medium High 1 2 3 4 5 6 7 8 9 Drink Quality Low Medium High 1 2 3 4 5 6 7 8 9 Food Quality Low Medium High 1 2 3 4 5 6 7 8 9 Drive-Thru Low Medium High 1 2 3 4 5 6 7 8 9 CustomerService Low Medium High 1 2 3 4 5 6 7 8 9 Time in Store Starbucks 55% Caribou Coffee 25% McDonalds 18% Other 12% Operating $27 Store Design $15 Other $9 Advertising $7 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% Customer Traffic
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Atmosphere Touchpoint Our coffeehouse environment is driven by our distinctive coffeehouse design, which resembles a mountain lodge and provides an inviting and comfortable atmosphere for customers who wish to gather and relax while also providing convenience for take-out customers focused on quick service -Caribou Coffee website Link: Caribou Coffee website
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Great Atmosphere triangle45right “I'm not a big coffee drinker at all ........ but I love a nice hot cup of peppermint tea or apple cider. I am such a regular at Caribou the one south and north of Buckhead. There are so many Caribous in Atlanta .... I was speaking to a Caribou representative and they mention Atlanta had the most Caribous in the country. I guess there is a reason for that! At Caribou you will always find my head in a book reading Torts or on my computer typing some notes. What makes Caribou more appealing than Starbucks and other Coffee Houses is that they have free WiFi, it is more peaceful to study, or to do your office work, parking is great but not perfect, employees are very friendly. And it is right next to Chastain Trail and the golf course which I Love!”
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