On a Coffee High
Updating the breakfast menu beyond commodity coffees
For many years, Chick-fil-A viewed coffee as merely a convenience item, offering a cup at the segment's rock bottom price of $0.69.
'But our operators began telling us that while they were delivering breakfast Chicken Biscuits to customers through the drive-in window, they were seeing Starbucks and Dunkin' Donuts coffee in their cup holders,' says Mike Falkenberry, the company's senior quality and customer experience consultant. 'We figured if those customers were willing to make two stops in the morning to get an exceptional cup of coffee with their breakfast, there was a big opportunity for us to create value for them by upgrading our offerings.'
Making the decision to upgrade to a premium brew was one thing; finding the right one was another. The problem was, as Chick-fil-A's consumer testing showed, one was not enough.
'Many of the Baby Boomers who grew up with Maxwell House-type coffees still prefer a lighter blend, while Generations X and Y grew up with the darker Starbucks-like blends,' Falkenberry explains. 'There was no way to follow our original inclination to try to find one blend that would appeal to both groups, or we wouldn't make either group happy.'
External Source - For the complete article click here
Source - QSR
'But our operators began telling us that while they were delivering breakfast Chicken Biscuits to customers through the drive-in window, they were seeing Starbucks and Dunkin' Donuts coffee in their cup holders,' says Mike Falkenberry, the company's senior quality and customer experience consultant. 'We figured if those customers were willing to make two stops in the morning to get an exceptional cup of coffee with their breakfast, there was a big opportunity for us to create value for them by upgrading our offerings.'
Making the decision to upgrade to a premium brew was one thing; finding the right one was another. The problem was, as Chick-fil-A's consumer testing showed, one was not enough.
'Many of the Baby Boomers who grew up with Maxwell House-type coffees still prefer a lighter blend, while Generations X and Y grew up with the darker Starbucks-like blends,' Falkenberry explains. 'There was no way to follow our original inclination to try to find one blend that would appeal to both groups, or we wouldn't make either group happy.'
External Source - For the complete article click here
Source - QSR
