Seattle's Best

Double Digit Growth In The Office Coffee Marketplace

Seattle’s Best Coffee, part of Starbucks Corporation, showed double-digit growth in the office coffee marketplace during the last year, bringing its coffee brand to new places, including corporate offices, commercial spaces, and government buildings.

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.

Seattle's Best: Entrenched in the 9-to-5 World

Seattle’s Best has already delivered its coffee to airplanes, AMC movie theaters, and major quick serves like Subway and Burger King. Now the Starbucks-owned coffee brand is conquering a new frontier: the corporate office.

The company announced today that its volume in the office coffee marketplace increased by 12 percent in the last year. Meanwhile, according to Technomic, the entire office segment was down 2.5 percent during the same time period.

Seattle's Best Rolls Out New Retail Locations

Seattle’s Best Coffee, part of Starbucks Corporation, announced the addition of 12 new locations, which have opened since April 2011. In recent weeks, the final two locations planned for this fiscal year opened, completing a portfolio of locations in a variety of venues, such as city centers, college campuses, airports, and office complexes. The two newest cafes are among nearly 100 Seattle’s Best Coffee retail locations in the U.S. and Canada.

Must-See Speakers

A recap of the Dine America conference!

From October 9-11, 200 industry insiders gathered in Atlanta at what has become known among executives as one of the can’t-miss conferences of the year.

Seattle’s Best Pres. Eyes Market Left by SBUX

Michelle Gass will explain to Dine America attendees how she’s grown the company’s “touch points” ten fold.

Here’s a statistic that may surprise you. Starbucks controls less than one-tenth of the coffee consumed in the U.S.

Despite its seeming domination of every city corner and suburban strip mall, Starbuck’s market control leaves room for others to profit off America’s obsession with a good cup of joe.

One of those companies is Starbucks’ own Seattle’s Best Coffee, and it’s president Michelle Gass plans to leverage that remaining 90 percent of the market to the brand’s advantage.

Dine America Releases Conference Agenda

Dine America, the annual “Executive Idea Exchange” for leaders in the restaurant and foodservice sectors, released the agenda for its 2011 conference. The conference will take place October 9-11, 2011, at the Intercontinental Buckhead in Atlanta.

The conference schedule includes keynote addresses, breakout sessions, and networking opportunities, including an offsite party.

Seattle's Best Coffee's Getting Laughs


Starbucks-owned Seattle's Best Coffee is debuting the "Declare Your Level Show," a virtual comedy smorgasbord on Facebook that begins April 13 at 1:00 p.m. EST. The brand is teaming with world-famous improv troupe Second City Communications for this first-of-its-kind comedy and coffee extravaganza. Just like a traditional improv show, the Facebook audience will participate by providing content that will inspire personalized, one-of-a-kind sketches, songs, and one-liners.

Seattle's Best Takes 'Great Coffee' Message to Nonprofits

Seattle’s Best Coffee, following in its recently announced tagline to be “Anywhere Great Coffee is Needed,” announced that it is providing support to nonprofit organizations in the form of coffee—and a $5,000 donation.

The brand recently launched its “Brew-lanthropy Project,” an effort to reward nonprofit organizations across the country that are doing good works in their communities.

Seattle’s Best Takes to the Skies

Seattle’s Best Coffee has had a busy year. The coffee brand within the Starbucks portfolio has redesigned its logo and brand identity; rolled out a tiered system of coffee blends labeled simply Levels 1, 2, 3, 4, and 5; launched its first integrated advertising campaign, dubbed “Anywhere Great Coffee is Needed”; and signed agreements with Subway, Burger King, and AMC Theaters to distribute its coffee.

The Risky Business of New Branding

In 2007, Togo’s, a 242-unit, 40-year-old West Coast sandwich chain, was purchased by San Francisco equity firm Mainsail Partners, which quickly saw a problem.

“Throughout the system there were six logos on the exterior signage,” says Renae Scott, vice president of branding and marketing for Togo’s. “There was no consistent brand representation, which is crucial for a business like this one.”