Seattle’s Best Coffee finds major growth in office market
November 10, 2011, Seattle – Seattle’s Best Coffee showed double-digit growth in the office coffee marketplace over the last year, bringing its premium coffee brand to new places, including corporate offices, commercial spaces and government buildings.
Seattle’s Best Coffee, part of Starbucks Corporation, demonstrated growth in the office coffee category that counters the trend of the overall market.
According to industry research firm Technomic, the office coffee services segment declined in volume by 2.5 per cent from 2010 to 2011. In that same period, Seattle’s Best Coffee volume increased more than 12 per cent in the office coffee marketplace.
For Seattle’s Best Coffee, the office coffee category represents another opportunity to extend brand exposure and complement its presence beyond the 50,000 locations where a cup of Seattle’s Best Coffee can be enjoyed, including cafes, college campuses, restaurants, hotels, airlines, cruise ships and movie theatres.
“The time is right for a brand like Seattle’s Best Coffee to win in the workplace because our premium coffee is an easy and affordable way for companies to deliver an extra perk to employees,” said Chris Bruzzo, chief marketing officer of Seattle’s Best Coffee. “Giving more people the opportunity to enjoy great coffee, especially in new and different locations where it traditionally has been hard to find, is the key to our brand’s continued growth and success.”
In the office, a premium beverage clearly represents an extra perk. A recently published consumer survey by the National Automatic Merchandising Association found that 60 per cent of all employed coffee drinkers consider free coffee an employee benefit. Additional research shows that among the 55 per cent of adults who drink coffee every day, 34 per cent prefer a premium coffee.
The evolution of single-cup machines has broadened the options for companies that want to serve fresh premium coffee in their locations. Seattle’s Best uses a single-cup machine called the Seattle’s Best Coffee Premium Brewer, to deliver a high quality and consistent experience that is important to maintaining premium quality.
Seattle’s Best Coffee reported that its coffee is served at thousands of business and institutional locations.