Caribou Coffee Wants to Know - What Do You Stay Awake For, Chicago?

Coffeehouse reintroduces itself to the Chicago market with more than a dozen combined new store openings and existing store revamps

MINNEAPOLIS, Oct 17, 2011 (BUSINESS WIRE) -- Caribou Coffee today announced the company is initiating a wave of new store openings and existing store revamps within the Chicago market - part of a larger campaign to reintroduce the unique brand to residents, with a customized, Chicago-centric look and feel.

"Caribou Coffee isn't your typical coffeehouse," said Mike Tattersfield, CEO of Caribou Coffee. "We are committed to providing guests with an extraordinary experience every time they visit a store - from the décor to the personal connections with our team members. We pride ourselves on being the community place guests love."

Expanding in Chicago

Expansion within Chicago marks Caribou Coffee's first company-owned store opening in five years. Over the last half decade, the nation's second largest premium coffeehouse operator has focused on internal reorganization and building the brand, among other efforts. "We've never been in a more positive strategic or financial position than we are now," said Tattersfield. "This is the perfect time for us to grow our business, and Chicago is the perfect market in which this can be accomplished."

With a current total of 556 stores, Chicago is the second largest market for Caribou Coffee, following Minneapolis where the company is headquartered. Throughout the fall of 2011, seven new Chicago-area Caribou Coffee stores will open, including locations in Fox Valley, Arlington Heights, Bucktown, Rolling Meadows, Lake Forest, Naperville and Northbrook. In addition to the new stores, Caribou has also revamped seven current Caribou Coffee locations across the Chicago area.

The Chicago campaign

This wave of consecutive store openings and revamps is encompassed by a Chicago-centered campaign known as, How do you Bou?, which encourages the city's consumers to visit a Caribou Coffee location and enjoy, or discover, their favorite beverage. The campaign title represents two questions asked in one simple way - "How do you do?" and "How do you like your Caribou?"

Connecting with the community

As a further representation of Caribou's Chicago pride, and bringing the Chicago-focused campaign to life, all area stores will offer a new, limited edition Chicagoland mug that features the trademarks Chicagoans love most - from Lakeshore Drive, to the Navy Pier and the historic Chicago Theatre. "We want to bring to life in a tangible manner, the pride and love Chicagoans have for their great city. This mug is a favorite among both store teams and myself," said Tattersfield.

All of the new store openings and updates will reflect the communities in which they are located, with interior décor including items like the Community Table and Grand Poobah Chair. The Community Table in each Caribou Coffee will be large enough to seat several individuals, and is designed to foster friendship by bringing guests together in the central hub of the store. The Grand Poobah Chair at each coffeehouse is meant to catch guests' attention as they enter the store. For instance:

  • An Equestrian-themed Community Table and Grand Poobah Chair embody the character of the nearby Arlington Heights Racetrack
  • A medieval throne is the Grand Poobah Chair at the quaint and historic Lake Forest neighborhood store
  • Bucktown's inviting, vibrant character and diverse population influenced the store's colorful, patchwork Grand Poobah Chair

"These collective community assets are a point of differentiation from one Caribou Coffee to the next, so guests will truly have a community-centric experience," said Tattersfield.

These stores will also feature the updated Caribou Coffee logo and branding, which was introduced in 2010 during the complete brand re-launch. The re-launch provided Caribou Coffee with a more positive outlook by reinventing their tagline, Life is short. Stay awake for it, to signify a 'seize the day' mentality.

"The Bucktown location, and all stores opening from this point forward, are intended to be more fun and inspirational, while maintaining the comfortable lodge look and feel for which Caribou Coffee is known," said Tattersfield.

Each new store will host a grand opening event that will include live, local entertainment, giveaways and product sampling. For more information on events, visit www.CaribouCoffee.com, or check out Caribou Coffee's Facebook page.

We hope you join us - There's so much to stay awake for in Chicago.

About Caribou Coffee

Founded in 1992, Caribou Coffee Company is one of the leading branded coffee companies in the United States, with a compelling multi-channel approach to their customers. Based on the number of coffeehouses, Caribou Coffee is the second largest company-operated premium coffeehouse operator in the United States. As of July 3, 2011, the Company had 554 coffeehouses, including 147 franchised locations, in 20 states, the District of Columbia and nine international markets. The Company's coffeehouses aspire to be the community place loved by guests who are provided an extraordinary experience that makes their day better. Caribou Coffee provides the highest quality handcrafted beverages, foods and coffee lifestyle items with a unique blend of expertise, fun and authentic human connection in a comfortable and welcoming coffeehouse environment. In addition, Caribou Coffee's unique coffees are available within grocery stores, mass merchandisers, club stores, office coffee and foodservice providers, hotels, entertainment venues and e-commerce channels. Caribou Coffee is a proud recipient of the Rainforest Alliance Corporate Green Globe Award and is committed to operating practices that promote sustainability and environmental protection. For more information, visit www.cariboucoffee.com.

Photos/Multimedia Gallery Available: http://www.businesswire.com/cgi-bin/mmg.cgi?eid=50031710&lang=en

SOURCE: Caribou Coffee

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