Industry News | January 29, 2009

Caribou Snubs Starbucks with Decaf Coffee Giveaway

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Caribou Coffee Company, Inc. (Nasdaq: CBOU - News), the second largest company-owned gourmet coffeehouse operator based in the U.S., will give away free cups of decaf coffee starting at noon on Friday, Jan. 30.

The promotion is in response to competitor Starbucks eliminating decaf coffee ready in the afternoons. All Caribou Coffee locations will offer free 12-ounce cups of decaffeinated coffee from noon until closing on Friday, Jan. 30.

"Decaf drinkers deserve better," says Alfredo Martel, Caribou Coffee senior vice president of marketing. "Caribou Coffee is first and foremost a coffeehouse, emphasis on coffee. We strive to give our customers the very best coffee, when, where and how they want it. And if that means a cup of decaf in the afternoon, then we're more than happy to oblige."

Caribou Coffee first selects the highest quality coffee beans, then uses an all-natural decaffeination process involving no chemicals. Soaking the beans in an all-natural water solution draws out the caffeine, leaving the robust coffee flavors, but none of the buzz. The result is a smooth, delicately balanced decaffeinated coffee experience, indistinguishable from regular coffees.

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