Caribou Coffee, the nation’s second-largest premium coffeehouse operator, today announced that it will be opening seven new coffeehouses and revamping many existing coffeehouses in the Chicago market.
Chicago is the second largest market for Caribou Coffee, which operates more than 500 coffee shops nationwide, following Minneapolis where the company is headquartered. Throughout the fall of 2011, the seven new Chicagoland Caribou Coffee stores will open in Fox Valley, Arlington Heights, Bucktown, Rolling Meadows, Lake Forest, Naperville and Northbrook. Seven additional stores will receive “Chicago-centric” renovations.
“We’ve never been in a more positive strategic or financial position than we are now,” said Caribou CEO Mike Tattersfield. “This is the perfect time for us to grow our business, and Chicago is the perfect market in which this can be accomplished.”
As part of the expansion, the company is introducing a marketing campaign called “How do you Bou?,” which encourages the city’s consumers to visit a Caribou Coffee location and enjoy or discover their favorite beverage. All area stores will offer a limited edition Chicagoland mug that features landmarks such as Navy Pier and Lakeshore Drive.
All of the new store openings and updates are designed to reflect the communities in which they are located. A “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.”