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NESCAFĂ Opens Barista-Free DIY Coffee Taproom
Torontoâs NESCAFĂ Coffee Taproom is a pop-up coffee shop for NESCAFĂ and coffee aficionados â with a twist.
NescafĂ© Canada Tests Coffee Shop That Doesnât Sell Coffee: https://t.co/XbIc0NVWHJ @NescafeCA #canada #canadify http://pic.twitter.com/EkPBfaLMhf
â Canadify (@canadify1) June 9, 2017
//platform.twitter.com/widgets.js
Coffee canât be purchased on-site; the idea is you make your own. The key to opening the door is a NescafĂ© Sweet & Creamy sachet on an iPad which divulges a secret code to enter the pop-up experience.
Once inside, visitors can get everything they want from a coffee shop including coffee, fast Wi-Fi, plenty of outlets and comfortable places to sitâminus the lines, complicated menu choices, pricey drinks or baristas.
youtube
This Taproom is âfree of all baristas that are named Frederico and have man buns.â
Fresh cups of coffee are made on demand by NESCAFĂ consumers, using their own Sweet & Creamy sachets and the 12 hot water taps located on-site.
A special bonus, for those who enjoy seeing their names misspelled on a coffee cup, there are 50 different custom cups featuring misspelled versions of common names.
The NESCAFĂ Coffee Taproom is open on Torontoâs Queen Street through June 28th.
The innovative pop-up shop is the work of creative agency WorkInProgress (WIP), which came up with the concept in response to a creative brief to create a coffee shop experience without out all the transactional business that happens in-store.
New @NESCAFE pop-up shop in Toronto, open until June 28, offers a coffee shop without selling any coffee: https://t.co/YIOQlnCoI1 http://pic.twitter.com/lPcp4RlAre
â CanadianFoodBusiness (@CDNfood) June 12, 2017
//platform.twitter.com/widgets.js
WIP created the Pizza Turnaround Campaign for Dominoâs Pizza while at Crispin Porter + Bogusky, and Dominoâs Cannes Lions Titanium Grand Prix-winning Emoji Ordering innovation.
The NESCAFĂ Coffee Taproom experience will engage Toronto-based influencers to create exclusive, original content and WIP created a Snapchat Geo-Filter accessible only on their site.
Nescafe Trolls Starbucks With Pop-Up Coffee Shop https://t.co/tQOLegWVOP
â Tablebases.com (@tablebasescom) June 14, 2017
//platform.twitter.com/widgets.js
Itâs already soliciting ideas on its microsite about where to open the next pop-up coffee taproom, offering a new twist on marketing and a bold experiment for a bold-tasting brandâeliminate the service element and make the consumer the barista.
The post NESCAFĂ Opens Barista-Free DIY Coffee Taproom appeared first on brandchannel:.
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Text
NESCAFĂ Opens Barista-Free DIY Coffee Taproom
Torontoâs NESCAFĂ Coffee Taproom is a pop-up coffee shop for NESCAFĂ and coffee aficionados â with a twist.
NescafĂ© Canada Tests Coffee Shop That Doesnât Sell Coffee: https://t.co/XbIc0NVWHJ @NescafeCA #canada #canadify http://pic.twitter.com/EkPBfaLMhf
â Canadify (@canadify1) June 9, 2017
//platform.twitter.com/widgets.js
Coffee canât be purchased on-site; the idea is you make your own. The key to opening the door is a NescafĂ© Sweet & Creamy sachet on an iPad which divulges a secret code to enter the pop-up experience.
Once inside, visitors can get everything they want from a coffee shop including coffee, fast Wi-Fi, plenty of outlets and comfortable places to sitâminus the lines, complicated menu choices, pricey drinks or baristas.
youtube
This Taproom is âfree of all baristas that are named Frederico and have man buns.â
Fresh cups of coffee are made on demand by NESCAFĂ consumers, using their own Sweet & Creamy sachets and the 12 hot water taps located on-site.
A special bonus, for those who enjoy seeing their names misspelled on a coffee cup, there are 50 different custom cups featuring misspelled versions of common names.
The NESCAFĂ Coffee Taproom is open on Torontoâs Queen Street through June 28th.
The innovative pop-up shop is the work of creative agency WorkInProgress (WIP), which came up with the concept in response to a creative brief to create a coffee shop experience without out all the transactional business that happens in-store.
New @NESCAFE pop-up shop in Toronto, open until June 28, offers a coffee shop without selling any coffee: https://t.co/YIOQlnCoI1 http://pic.twitter.com/lPcp4RlAre
â CanadianFoodBusiness (@CDNfood) June 12, 2017
//platform.twitter.com/widgets.js
WIP created the Pizza Turnaround Campaign for Dominoâs Pizza while at Crispin Porter + Bogusky, and Dominoâs Cannes Lions Titanium Grand Prix-winning Emoji Ordering innovation.
The NESCAFĂ Coffee Taproom experience will engage Toronto-based influencers to create exclusive, original content and WIP created a Snapchat Geo-Filter accessible only on their site.
Nescafe Trolls Starbucks With Pop-Up Coffee Shop https://t.co/tQOLegWVOP
â Tablebases.com (@tablebasescom) June 14, 2017
//platform.twitter.com/widgets.js
Itâs already soliciting ideas on its microsite about where to open the next pop-up coffee taproom, offering a new twist on marketing and a bold experiment for a bold-tasting brandâeliminate the service element and make the consumer the barista.
The post NESCAFĂ Opens Barista-Free DIY Coffee Taproom appeared first on brandchannel:.
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from WordPress http://ift.tt/2slfK4k via IFTTT
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Text
NESCAFĂ Opens Barista-Free DIY Coffee Taproom
Torontoâs NESCAFĂ Coffee Taproom is a pop-up coffee shop for NESCAFĂ and coffee aficionados â with a twist.
NescafĂ© Canada Tests Coffee Shop That Doesnât Sell Coffee: https://t.co/XbIc0NVWHJ @NescafeCA #canada #canadify http://pic.twitter.com/EkPBfaLMhf
â Canadify (@canadify1) June 9, 2017
//platform.twitter.com/widgets.js
Coffee canât be purchased on-site; the idea is you make your own. The key to opening the door is a NescafĂ© Sweet & Creamy sachet on an iPad which divulges a secret code to enter the pop-up experience.
Once inside, visitors can get everything they want from a coffee shop including coffee, fast Wi-Fi, plenty of outlets and comfortable places to sitâminus the lines, complicated menu choices, pricey drinks or baristas.
youtube
This Taproom is âfree of all baristas that are named Frederico and have man buns.â
Fresh cups of coffee are made on demand by NESCAFĂ consumers, using their own Sweet & Creamy sachets and the 12 hot water taps located on-site.
A special bonus, for those who enjoy seeing their names misspelled on a coffee cup, there are 50 different custom cups featuring misspelled versions of common names.
The NESCAFĂ Coffee Taproom is open on Torontoâs Queen Street through June 28th.
The innovative pop-up shop is the work of creative agency WorkInProgress (WIP), which came up with the concept in response to a creative brief to create a coffee shop experience without out all the transactional business that happens in-store.
New @NESCAFE pop-up shop in Toronto, open until June 28, offers a coffee shop without selling any coffee: https://t.co/YIOQlnCoI1 http://pic.twitter.com/lPcp4RlAre
â CanadianFoodBusiness (@CDNfood) June 12, 2017
//platform.twitter.com/widgets.js
WIP created the Pizza Turnaround Campaign for Dominoâs Pizza while at Crispin Porter + Bogusky, and Dominoâs Cannes Lions Titanium Grand Prix-winning Emoji Ordering innovation.
The NESCAFĂ Coffee Taproom experience will engage Toronto-based influencers to create exclusive, original content and WIP created a Snapchat Geo-Filter accessible only on their site.
Nescafe Trolls Starbucks With Pop-Up Coffee Shop https://t.co/tQOLegWVOP
â Tablebases.com (@tablebasescom) June 14, 2017
//platform.twitter.com/widgets.js
Itâs already soliciting ideas on its microsite about where to open the next pop-up coffee taproom, offering a new twist on marketing and a bold experiment for a bold-tasting brandâeliminate the service element and make the consumer the barista.
The post NESCAFĂ Opens Barista-Free DIY Coffee Taproom appeared first on brandchannel:.
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Text
NESCAFĂ Opens Barista-Free DIY Coffee Taproom
Torontoâs NESCAFĂ Coffee Taproom is a pop-up coffee shop for NESCAFĂ and coffee aficionados â with a twist.
NescafĂ© Canada Tests Coffee Shop That Doesnât Sell Coffee: https://t.co/XbIc0NVWHJ @NescafeCA #canada #canadify http://pic.twitter.com/EkPBfaLMhf
â Canadify (@canadify1) June 9, 2017
//platform.twitter.com/widgets.js
Coffee canât be purchased on-site; the idea is you make your own. The key to opening the door is a NescafĂ© Sweet & Creamy sachet on an iPad which divulges a secret code to enter the pop-up experience.
Once inside, visitors can get everything they want from a coffee shop including coffee, fast Wi-Fi, plenty of outlets and comfortable places to sitâminus the lines, complicated menu choices, pricey drinks or baristas.
youtube
This Taproom is âfree of all baristas that are named Frederico and have man buns.â
Fresh cups of coffee are made on demand by NESCAFĂ consumers, using their own Sweet & Creamy sachets and the 12 hot water taps located on-site.
A special bonus, for those who enjoy seeing their names misspelled on a coffee cup, there are 50 different custom cups featuring misspelled versions of common names.
The NESCAFĂ Coffee Taproom is open on Torontoâs Queen Street through June 28th.
The innovative pop-up shop is the work of creative agency WorkInProgress (WIP), which came up with the concept in response to a creative brief to create a coffee shop experience without out all the transactional business that happens in-store.
New @NESCAFE pop-up shop in Toronto, open until June 28, offers a coffee shop without selling any coffee: https://t.co/YIOQlnCoI1 http://pic.twitter.com/lPcp4RlAre
â CanadianFoodBusiness (@CDNfood) June 12, 2017
//platform.twitter.com/widgets.js
WIP created the Pizza Turnaround Campaign for Dominoâs Pizza while at Crispin Porter + Bogusky, and Dominoâs Cannes Lions Titanium Grand Prix-winning Emoji Ordering innovation.
The NESCAFĂ Coffee Taproom experience will engage Toronto-based influencers to create exclusive, original content and WIP created a Snapchat Geo-Filter accessible only on their site.
Nescafe Trolls Starbucks With Pop-Up Coffee Shop https://t.co/tQOLegWVOP
â Tablebases.com (@tablebasescom) June 14, 2017
//platform.twitter.com/widgets.js
Itâs already soliciting ideas on its microsite about where to open the next pop-up coffee taproom, offering a new twist on marketing and a bold experiment for a bold-tasting brandâeliminate the service element and make the consumer the barista.
The post NESCAFĂ Opens Barista-Free DIY Coffee Taproom appeared first on brandchannel:.
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0 notes
Text
NESCAFĂ Opens Barista-Free DIY Coffee Taproom
Torontoâs NESCAFĂ Coffee Taproom is a pop-up coffee shop for NESCAFĂ and coffee aficionados â with a twist.
NescafĂ© Canada Tests Coffee Shop That Doesnât Sell Coffee: https://t.co/XbIc0NVWHJ @NescafeCA #canada #canadify http://pic.twitter.com/EkPBfaLMhf
â Canadify (@canadify1) June 9, 2017
//platform.twitter.com/widgets.js
Coffee canât be purchased on-site; the idea is you make your own. The key to opening the door is a NescafĂ© Sweet & Creamy sachet on an iPad which divulges a secret code to enter the pop-up experience.
Once inside, visitors can get everything they want from a coffee shop including coffee, fast Wi-Fi, plenty of outlets and comfortable places to sitâminus the lines, complicated menu choices, pricey drinks or baristas.
youtube
This Taproom is âfree of all baristas that are named Frederico and have man buns.â
Fresh cups of coffee are made on demand by NESCAFĂ consumers, using their own Sweet & Creamy sachets and the 12 hot water taps located on-site.
A special bonus, for those who enjoy seeing their names misspelled on a coffee cup, there are 50 different custom cups featuring misspelled versions of common names.
The NESCAFĂ Coffee Taproom is open on Torontoâs Queen Street through June 28th.
The innovative pop-up shop is the work of creative agency WorkInProgress (WIP), which came up with the concept in response to a creative brief to create a coffee shop experience without out all the transactional business that happens in-store.
New @NESCAFE pop-up shop in Toronto, open until June 28, offers a coffee shop without selling any coffee: https://t.co/YIOQlnCoI1 http://pic.twitter.com/lPcp4RlAre
â CanadianFoodBusiness (@CDNfood) June 12, 2017
//platform.twitter.com/widgets.js
WIP created the Pizza Turnaround Campaign for Dominoâs Pizza while at Crispin Porter + Bogusky, and Dominoâs Cannes Lions Titanium Grand Prix-winning Emoji Ordering innovation.
The NESCAFĂ Coffee Taproom experience will engage Toronto-based influencers to create exclusive, original content and WIP created a Snapchat Geo-Filter accessible only on their site.
Nescafe Trolls Starbucks With Pop-Up Coffee Shop https://t.co/tQOLegWVOP
â Tablebases.com (@tablebasescom) June 14, 2017
//platform.twitter.com/widgets.js
Itâs already soliciting ideas on its microsite about where to open the next pop-up coffee taproom, offering a new twist on marketing and a bold experiment for a bold-tasting brandâeliminate the service element and make the consumer the barista.
The post NESCAFĂ Opens Barista-Free DIY Coffee Taproom appeared first on brandchannel:.
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NESCAFĂ Opens Barista-Free DIY Coffee Taproom
Torontoâs NESCAFĂ Coffee Taproom is a pop-up coffee shop for NESCAFĂ and coffee aficionados â with a twist.
NescafĂ© Canada Tests Coffee Shop That Doesnât Sell Coffee: https://t.co/XbIc0NVWHJ @NescafeCA #canada #canadify http://pic.twitter.com/EkPBfaLMhf
â Canadify (@canadify1) June 9, 2017
//platform.twitter.com/widgets.js
Coffee canât be purchased on-site; the idea is you make your own. The key to opening the door is a NescafĂ© Sweet & Creamy sachet on an iPad which divulges a secret code to enter the pop-up experience.
Once inside, visitors can get everything they want from a coffee shop including coffee, fast Wi-Fi, plenty of outlets and comfortable places to sitâminus the lines, complicated menu choices, pricey drinks or baristas.
youtube
This Taproom is âfree of all baristas that are named Frederico and have man buns.â
Fresh cups of coffee are made on demand by NESCAFĂ consumers, using their own Sweet & Creamy sachets and the 12 hot water taps located on-site.
A special bonus, for those who enjoy seeing their names misspelled on a coffee cup, there are 50 different custom cups featuring misspelled versions of common names.
The NESCAFĂ Coffee Taproom is open on Torontoâs Queen Street through June 28th.
The innovative pop-up shop is the work of creative agency WorkInProgress (WIP), which came up with the concept in response to a creative brief to create a coffee shop experience without out all the transactional business that happens in-store.
New @NESCAFE pop-up shop in Toronto, open until June 28, offers a coffee shop without selling any coffee: https://t.co/YIOQlnCoI1 http://pic.twitter.com/lPcp4RlAre
â CanadianFoodBusiness (@CDNfood) June 12, 2017
//platform.twitter.com/widgets.js
WIP created the Pizza Turnaround Campaign for Dominoâs Pizza while at Crispin Porter + Bogusky, and Dominoâs Cannes Lions Titanium Grand Prix-winning Emoji Ordering innovation.
The NESCAFĂ Coffee Taproom experience will engage Toronto-based influencers to create exclusive, original content and WIP created a Snapchat Geo-Filter accessible only on their site.
Nescafe Trolls Starbucks With Pop-Up Coffee Shop https://t.co/tQOLegWVOP
â Tablebases.com (@tablebasescom) June 14, 2017
//platform.twitter.com/widgets.js
Itâs already soliciting ideas on its microsite about where to open the next pop-up coffee taproom, offering a new twist on marketing and a bold experiment for a bold-tasting brandâeliminate the service element and make the consumer the barista.
The post NESCAFĂ Opens Barista-Free DIY Coffee Taproom appeared first on brandchannel:.
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NESCAFĂ Opens Barista-Free DIY Coffee Taproom
Torontoâs NESCAFĂ Coffee Taproom is a pop-up coffee shop for NESCAFĂ and coffee aficionados â with a twist.
NescafĂ© Canada Tests Coffee Shop That Doesnât Sell Coffee: https://t.co/XbIc0NVWHJ @NescafeCA #canada #canadify http://pic.twitter.com/EkPBfaLMhf
â Canadify (@canadify1) June 9, 2017
//platform.twitter.com/widgets.js
Coffee canât be purchased on-site; the idea is you make your own. The key to opening the door is a NescafĂ© Sweet & Creamy sachet on an iPad which divulges a secret code to enter the pop-up experience.
Once inside, visitors can get everything they want from a coffee shop including coffee, fast Wi-Fi, plenty of outlets and comfortable places to sitâminus the lines, complicated menu choices, pricey drinks or baristas.
youtube
This Taproom is âfree of all baristas that are named Frederico and have man buns.â
Fresh cups of coffee are made on demand by NESCAFĂ consumers, using their own Sweet & Creamy sachets and the 12 hot water taps located on-site.
A special bonus, for those who enjoy seeing their names misspelled on a coffee cup, there are 50 different custom cups featuring misspelled versions of common names.
The NESCAFĂ Coffee Taproom is open on Torontoâs Queen Street through June 28th.
The innovative pop-up shop is the work of creative agency WorkInProgress (WIP), which came up with the concept in response to a creative brief to create a coffee shop experience without out all the transactional business that happens in-store.
New @NESCAFE pop-up shop in Toronto, open until June 28, offers a coffee shop without selling any coffee: https://t.co/YIOQlnCoI1 http://pic.twitter.com/lPcp4RlAre
â CanadianFoodBusiness (@CDNfood) June 12, 2017
//platform.twitter.com/widgets.js
WIP created the Pizza Turnaround Campaign for Dominoâs Pizza while at Crispin Porter + Bogusky, and Dominoâs Cannes Lions Titanium Grand Prix-winning Emoji Ordering innovation.
The NESCAFĂ Coffee Taproom experience will engage Toronto-based influencers to create exclusive, original content and WIP created a Snapchat Geo-Filter accessible only on their site.
Nescafe Trolls Starbucks With Pop-Up Coffee Shop https://t.co/tQOLegWVOP
â Tablebases.com (@tablebasescom) June 14, 2017
//platform.twitter.com/widgets.js
Itâs already soliciting ideas on its microsite about where to open the next pop-up coffee taproom, offering a new twist on marketing and a bold experiment for a bold-tasting brandâeliminate the service element and make the consumer the barista.
The post NESCAFĂ Opens Barista-Free DIY Coffee Taproom appeared first on brandchannel:.
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Text
NESCAFĂ Opens Barista-Free DIY Coffee Taproom
Torontoâs NESCAFĂ Coffee Taproom is a pop-up coffee shop for NESCAFĂ and coffee aficionados â with a twist.
NescafĂ© Canada Tests Coffee Shop That Doesnât Sell Coffee: https://t.co/XbIc0NVWHJ @NescafeCA #canada #canadify http://pic.twitter.com/EkPBfaLMhf
â Canadify (@canadify1) June 9, 2017
//platform.twitter.com/widgets.js
Coffee canât be purchased on-site; the idea is you make your own. The key to opening the door is a NescafĂ© Sweet & Creamy sachet on an iPad which divulges a secret code to enter the pop-up experience.
Once inside, visitors can get everything they want from a coffee shop including coffee, fast Wi-Fi, plenty of outlets and comfortable places to sitâminus the lines, complicated menu choices, pricey drinks or baristas.
youtube
This Taproom is âfree of all baristas that are named Frederico and have man buns.â
Fresh cups of coffee are made on demand by NESCAFĂ consumers, using their own Sweet & Creamy sachets and the 12 hot water taps located on-site.
A special bonus, for those who enjoy seeing their names misspelled on a coffee cup, there are 50 different custom cups featuring misspelled versions of common names.
The NESCAFĂ Coffee Taproom is open on Torontoâs Queen Street through June 28th.
The innovative pop-up shop is the work of creative agency WorkInProgress (WIP), which came up with the concept in response to a creative brief to create a coffee shop experience without out all the transactional business that happens in-store.
New @NESCAFE pop-up shop in Toronto, open until June 28, offers a coffee shop without selling any coffee: https://t.co/YIOQlnCoI1 http://pic.twitter.com/lPcp4RlAre
â CanadianFoodBusiness (@CDNfood) June 12, 2017
//platform.twitter.com/widgets.js
WIP created the Pizza Turnaround Campaign for Dominoâs Pizza while at Crispin Porter + Bogusky, and Dominoâs Cannes Lions Titanium Grand Prix-winning Emoji Ordering innovation.
The NESCAFĂ Coffee Taproom experience will engage Toronto-based influencers to create exclusive, original content and WIP created a Snapchat Geo-Filter accessible only on their site.
Nescafe Trolls Starbucks With Pop-Up Coffee Shop https://t.co/tQOLegWVOP
â Tablebases.com (@tablebasescom) June 14, 2017
//platform.twitter.com/widgets.js
Itâs already soliciting ideas on its microsite about where to open the next pop-up coffee taproom, offering a new twist on marketing and a bold experiment for a bold-tasting brandâeliminate the service element and make the consumer the barista.
The post NESCAFĂ Opens Barista-Free DIY Coffee Taproom appeared first on brandchannel:.
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from WordPress http://ift.tt/2skLbvN via IFTTT
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Text
NESCAFĂ Opens Barista-Free DIY Coffee Taproom
Torontoâs NESCAFĂ Coffee Taproom is a pop-up coffee shop for NESCAFĂ and coffee aficionados â with a twist.
NescafĂ© Canada Tests Coffee Shop That Doesnât Sell Coffee: https://t.co/XbIc0NVWHJ @NescafeCA #canada #canadify http://pic.twitter.com/EkPBfaLMhf
â Canadify (@canadify1) June 9, 2017
//platform.twitter.com/widgets.js
Coffee canât be purchased on-site; the idea is you make your own. The key to opening the door is a NescafĂ© Sweet & Creamy sachet on an iPad which divulges a secret code to enter the pop-up experience.
Once inside, visitors can get everything they want from a coffee shop including coffee, fast Wi-Fi, plenty of outlets and comfortable places to sitâminus the lines, complicated menu choices, pricey drinks or baristas.
youtube
This Taproom is âfree of all baristas that are named Frederico and have man buns.â
Fresh cups of coffee are made on demand by NESCAFĂ consumers, using their own Sweet & Creamy sachets and the 12 hot water taps located on-site.
A special bonus, for those who enjoy seeing their names misspelled on a coffee cup, there are 50 different custom cups featuring misspelled versions of common names.
The NESCAFĂ Coffee Taproom is open on Torontoâs Queen Street through June 28th.
The innovative pop-up shop is the work of creative agency WorkInProgress (WIP), which came up with the concept in response to a creative brief to create a coffee shop experience without out all the transactional business that happens in-store.
New @NESCAFE pop-up shop in Toronto, open until June 28, offers a coffee shop without selling any coffee: https://t.co/YIOQlnCoI1 http://pic.twitter.com/lPcp4RlAre
â CanadianFoodBusiness (@CDNfood) June 12, 2017
//platform.twitter.com/widgets.js
WIP created the Pizza Turnaround Campaign for Dominoâs Pizza while at Crispin Porter + Bogusky, and Dominoâs Cannes Lions Titanium Grand Prix-winning Emoji Ordering innovation.
The NESCAFĂ Coffee Taproom experience will engage Toronto-based influencers to create exclusive, original content and WIP created a Snapchat Geo-Filter accessible only on their site.
Nescafe Trolls Starbucks With Pop-Up Coffee Shop https://t.co/tQOLegWVOP
â Tablebases.com (@tablebasescom) June 14, 2017
//platform.twitter.com/widgets.js
Itâs already soliciting ideas on its microsite about where to open the next pop-up coffee taproom, offering a new twist on marketing and a bold experiment for a bold-tasting brandâeliminate the service element and make the consumer the barista.
The post NESCAFĂ Opens Barista-Free DIY Coffee Taproom appeared first on brandchannel:.
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via WordPress http://ift.tt/2txkcML
from WordPress http://ift.tt/2skW7cY via IFTTT
0 notes
Text
NESCAFĂ Opens Barista-Free DIY Coffee Taproom
Torontoâs NESCAFĂ Coffee Taproom is a pop-up coffee shop for NESCAFĂ and coffee aficionados â with a twist.
NescafĂ© Canada Tests Coffee Shop That Doesnât Sell Coffee: https://t.co/XbIc0NVWHJ @NescafeCA #canada #canadify http://pic.twitter.com/EkPBfaLMhf
â Canadify (@canadify1) June 9, 2017
//platform.twitter.com/widgets.js
Coffee canât be purchased on-site; the idea is you make your own. The key to opening the door is a NescafĂ© Sweet & Creamy sachet on an iPad which divulges a secret code to enter the pop-up experience.
Once inside, visitors can get everything they want from a coffee shop including coffee, fast Wi-Fi, plenty of outlets and comfortable places to sitâminus the lines, complicated menu choices, pricey drinks or baristas.
youtube
This Taproom is âfree of all baristas that are named Frederico and have man buns.â
Fresh cups of coffee are made on demand by NESCAFĂ consumers, using their own Sweet & Creamy sachets and the 12 hot water taps located on-site.
A special bonus, for those who enjoy seeing their names misspelled on a coffee cup, there are 50 different custom cups featuring misspelled versions of common names.
The NESCAFĂ Coffee Taproom is open on Torontoâs Queen Street through June 28th.
The innovative pop-up shop is the work of creative agency WorkInProgress (WIP), which came up with the concept in response to a creative brief to create a coffee shop experience without out all the transactional business that happens in-store.
New @NESCAFE pop-up shop in Toronto, open until June 28, offers a coffee shop without selling any coffee: https://t.co/YIOQlnCoI1 http://pic.twitter.com/lPcp4RlAre
â CanadianFoodBusiness (@CDNfood) June 12, 2017
//platform.twitter.com/widgets.js
WIP created the Pizza Turnaround Campaign for Dominoâs Pizza while at Crispin Porter + Bogusky, and Dominoâs Cannes Lions Titanium Grand Prix-winning Emoji Ordering innovation.
The NESCAFĂ Coffee Taproom experience will engage Toronto-based influencers to create exclusive, original content and WIP created a Snapchat Geo-Filter accessible only on their site.
Nescafe Trolls Starbucks With Pop-Up Coffee Shop https://t.co/tQOLegWVOP
â Tablebases.com (@tablebasescom) June 14, 2017
//platform.twitter.com/widgets.js
Itâs already soliciting ideas on its microsite about where to open the next pop-up coffee taproom, offering a new twist on marketing and a bold experiment for a bold-tasting brandâeliminate the service element and make the consumer the barista.
The post NESCAFĂ Opens Barista-Free DIY Coffee Taproom appeared first on brandchannel:.
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Brand News: 10 Things You Need to Know For Friday, June 16
Amazon receives patent for tech blocking in-store price checks as CEO Jeff Bezos crowdsources philanthropy ideas and reportedly eyes Slack as an acquisition. IKEA is now selling thousands of items via Amazon, which opens another bookstore, in New Jersey.
A new #AmazonBooks store just opened in Paramus, NJ, at @GSPlaza Discover great books & devices! Visit https://t.co/pfvdguWSXO http://pic.twitter.com/g0NkiEg63s
â Amazon (@amazon) June 15, 2017
//platform.twitter.com/widgets.js
Bloomberg Businessweek introduces a paywall.
Cannes Lions releases a snapshot ahead of kick-off.
Disney celebrates as China theme park turns one.
Facebook deploys AI in fight against terrorism.
Harman adds âA Samsung Companyâ to its logo.
Microsoft drops the cloud in Skypeâs logo.
Nike announces a bigger focus on direct to consumer sales.
Salesforce releases 2017 State of Marketing report.
Spotify passes 140 million active users.
Click here for previous headline roundups ⊠sign up for our free daily newsletter ⊠and send brand news and tips to [email protected] or ping us on Twitter, Facebook or LinkedIn.
The post Brand News: 10 Things You Need to Know For Friday, June 16 appeared first on brandchannel:.
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Audio Branding: Target Tunes Up Its In-Store Experience
Target is focused on creating a unique, relevant and enjoyable in-store customer experience to hold on to its brick-and-mortar clientele as more shoppers migrate to online and mobile shopping â including its own customers on Target.com and its mobile app. So itâs little wonder that the chain now is experimenting with something itâs never done generally in its stores: play background music in its first entree into audio or sonic branding.
youtube
While by no means the only store to play background music to (even subconsciously) help shoppers relax and linger longer in a store (and more willingly part with their money), itâs a new area for Target, even though its commercials are known for lively musicâwitness the remake of âIt Takes Twoâ by Carly Rae Jepsen and Lil Yachty for the Grammys telecastâand it has partnered with artists such as Taylor Swift on exclusive releases.
youtube
Itâs betting that programming background music in 180 of its stores by the end of this year will become an effective part of its in-store experience in those location, which represent about 10 percent of Targetâs total of 1,800 stores across the US. In fact, 65 Target stores are already playing DJ for its shoppers.
youtube
Target traditionally eschewed in-store music as distraction from keeping customers focused on the task at hand: shopping and browsing, reports the Minneapolis/St. Paul Business Journal. But according to a spokesperson, the chain now is introducing a music playlist âthat is upbeat, positive and has a playful personality.â
youtube
âEverybody is looking for a way to make the customer experience more enjoyable because itâs becoming less and less about the products and more about the experience,â Matt Hazelton, an investment analyst in Minneapolis, told the publication.
youtube
youtube
Soundscaping, when used appropriately, has proven results in dramatically increased sales, stronger customer dynamics, and improved satisfaction results. Studies have shown that music has a profound impact on consumer behavior and shopping habits, Joel Beckerman, a sonic branding expert and founder of New York-based Man Made Music, told brandchannel.Â
As NPR has noted, itâs good for retail brands and artists in addition to creating an emotional intangible benefit for customers:Â âA good retail playlist can bring home the culture of a business and psychologically affect a customer in a way that doesnât feel pushy. And itâs positive for the featured artists. In todayâs flooded climate, where new songs are published at a crazy rate on the Internet, having your song play in a Victoriaâs Secret, for instance, can help cut through the noise.â
On the down side, it can be off-brand or jarring, especially if it veers into the dreaded, soulless Muzak associated with shopping malls and dentist offices. As the Guardian warns,
Donât be lulled into thinking you can put on any old tracks: âYour music choice is a statement and it needs to show who you are as a business, individual and company. If you get it right, people donât even realise itâs happening but theyâll get the culture. Itâs the psychology of business and retail.â But not all retail spaces get it right. Shopping malls and hotel foyers normally have dreadful music.â
Even mainstream retailers like Marshallâs and T.J. Maxx stores play backgroundmusic, so itâs not revolutionary for Target to liven its in-store audioscape. If anything, itâs finally catching up with the persona it projects in its advertising and exclusive music partnerships.
Target, in its marketing, has always sought to align itself with innovative musical experiences. Take musicâs biggest nightâthe Grammysâwhich was the inspiration for the Carly Rae Jepsen/Lil Yachty collaboration. Last year the Grammys inspired Targetâs historic music first: producing a live four-minute real-time music video (at a reported cost of $12 million) for Gwen Stefani during the Grammy Awards telecast. The feat followed the previous yearâs Imagine Dragons Grammys commercial performance as advertising and the year before that, the Justin Timberlake promo campaign.
youtube
youtube
youtube
There are plenty of successful retail brands for whom on-brand background music is a staple. (In fact, remember when stores used to routinely sell CD soundtracks of the type of music youâd hear in their stores, from Pottery Barn and Restoration Hardwareâs jazzy mixes to the world music played in Putumayo stores from its own label?)
youtube
To name just a few, Whole Foods Markets often plays tracks from the Eighties, which pleases its huge baby boomer clientele. Gap, Old Navy and other Gap Inc. stores play music, as do Urban Outfitters and other retailers where teens and the young at heart might be found.
Gap, in fact, was known for its many music-driven TV commercials over the years, and itâs been returning to form. A few standouts show how music can reflect a brandâs DNA:
youtube
youtube
youtube
youtube
youtube
youtube
youtube
youtube
youtube
youtube
youtube
youtube
The post Audio Branding: Target Tunes Up Its In-Store Experience appeared first on brandchannel:.
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Audio Branding: Target Tunes Up Its In-Store Experience
Target is focused on creating a unique, relevant and enjoyable in-store customer experience to hold on to its brick-and-mortar clientele as more shoppers migrate to online and mobile shopping â including its own customers on Target.com and its mobile app. So itâs little wonder that the chain now is experimenting with something itâs never done generally in its stores: play background music in its first entree into audio or sonic branding.
youtube
While by no means the only store to play background music to (even subconsciously) help shoppers relax and linger longer in a store (and more willingly part with their money), itâs a new area for Target, even though its commercials are known for lively musicâwitness the remake of âIt Takes Twoâ by Carly Rae Jepsen and Lil Yachty for the Grammys telecastâand it has partnered with artists such as Taylor Swift on exclusive releases.
youtube
Itâs betting that programming background music in 180 of its stores by the end of this year will become an effective part of its in-store experience in those location, which represent about 10 percent of Targetâs total of 1,800 stores across the US. In fact, 65 Target stores are already playing DJ for its shoppers.
youtube
Target traditionally eschewed in-store music as distraction from keeping customers focused on the task at hand: shopping and browsing, reports the Minneapolis/St. Paul Business Journal. But according to a spokesperson, the chain now is introducing a music playlist âthat is upbeat, positive and has a playful personality.â
youtube
âEverybody is looking for a way to make the customer experience more enjoyable because itâs becoming less and less about the products and more about the experience,â Matt Hazelton, an investment analyst in Minneapolis, told the publication.
youtube
youtube
Soundscaping, when used appropriately, has proven results in dramatically increased sales, stronger customer dynamics, and improved satisfaction results. Studies have shown that music has a profound impact on consumer behavior and shopping habits, Joel Beckerman, a sonic branding expert and founder of New York-based Man Made Music, told brandchannel.Â
As NPR has noted, itâs good for retail brands and artists in addition to creating an emotional intangible benefit for customers:Â âA good retail playlist can bring home the culture of a business and psychologically affect a customer in a way that doesnât feel pushy. And itâs positive for the featured artists. In todayâs flooded climate, where new songs are published at a crazy rate on the Internet, having your song play in a Victoriaâs Secret, for instance, can help cut through the noise.â
On the down side, it can be off-brand or jarring, especially if it veers into the dreaded, soulless Muzak associated with shopping malls and dentist offices. As the Guardian warns,
Donât be lulled into thinking you can put on any old tracks: âYour music choice is a statement and it needs to show who you are as a business, individual and company. If you get it right, people donât even realise itâs happening but theyâll get the culture. Itâs the psychology of business and retail.â But not all retail spaces get it right. Shopping malls and hotel foyers normally have dreadful music.â
Even mainstream retailers like Marshallâs and T.J. Maxx stores play backgroundmusic, so itâs not revolutionary for Target to liven its in-store audioscape. If anything, itâs finally catching up with the persona it projects in its advertising and exclusive music partnerships.
Target, in its marketing, has always sought to align itself with innovative musical experiences. Take musicâs biggest nightâthe Grammysâwhich was the inspiration for the Carly Rae Jepsen/Lil Yachty collaboration. Last year the Grammys inspired Targetâs historic music first: producing a live four-minute real-time music video (at a reported cost of $12 million) for Gwen Stefani during the Grammy Awards telecast. The feat followed the previous yearâs Imagine Dragons Grammys commercial performance as advertising and the year before that, the Justin Timberlake promo campaign.
youtube
youtube
youtube
There are plenty of successful retail brands for whom on-brand background music is a staple. (In fact, remember when stores used to routinely sell CD soundtracks of the type of music youâd hear in their stores, from Pottery Barn and Restoration Hardwareâs jazzy mixes to the world music played in Putumayo stores from its own label?)
youtube
To name just a few, Whole Foods Markets often plays tracks from the Eighties, which pleases its huge baby boomer clientele. Gap, Old Navy and other Gap Inc. stores play music, as do Urban Outfitters and other retailers where teens and the young at heart might be found.
Gap, in fact, was known for its many music-driven TV commercials over the years, and itâs been returning to form. A few standouts show how music can reflect a brandâs DNA:
youtube
youtube
youtube
youtube
youtube
youtube
youtube
youtube
youtube
youtube
youtube
youtube
The post Audio Branding: Target Tunes Up Its In-Store Experience appeared first on brandchannel:.
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From Contraband To Desired Brand
An industry with a projected worth of $50 billion by 2026, cannabis is poised to make huge gains in the lifestyle, health and wellness industries. Marijuana has fought hard to overcome stereotypes such as the stoner stigma made famous by Cheech and Chong. Yet as more states in the US legalize marijuana, and other countries continue to at least decriminalize it, cannabis is attracting interest among investors and industries alike. Noted trends forecaster, Gerald Celente of the Trends Institute, has been talking about this for years, going so far as to name it a top 10 trend for 2017. He cites opportunities aplenty that extend far beyond the traditional notions of the backstreet Amsterdam coffee house or dispensary. At this yearâs SXSW, a panel of pioneering women in the cannabis industry shared an all-up view of the opportunities available especially for women and the 50-plus market.
Perception-Shifting Case
One of the more interesting factors in marijuanaâs pivot to create highly-desired brands has been the influence of the tech industry. In April of 2015, Founders Fund, a venture capital firm co-founded by investor Peter Theil, made a multi-million dollar investment in Privateer Holdings, a Seattle company that manages several marijuana businesses. Among Privateerâs company is Leafy, a site that manages news and reviews, and Tilray, which researches and cultivates crops in Canada, and the Bob Marley official cannabis brand which includes the ârise upâ social initiative and a line of body care products.
Brendan Kennedy, one of Privateerâs founders said in a NY Times interview, âAfter looking into the industry, we quickly realized that this is no longer, and hasnât been for years, a countercultural product.â There was opportunity, he added, because âthe brands that were out there tended to embrace the clichĂ©s of the industry.â
Another clichĂ© that is being broken, according to Rustigian Burderer, founder of cannabis start-up Simplegentix, is the customer experience. By creating tastefully curated dispensaries that look more like polished, high-end retail stores, itâs easy to reach more customers. Campaign describes a San Francisco store, called Harvest, where consumers are welcomed into a modern retail environment that doesnât scream marijuana. Instead, wooden shelves showcase products while posters describe its medical benefits. She says, âItâs indicative of how the industry is becoming more accepting. From the stoner, itâs developed into a sophisticated, elegant light.â
Evolving Opportunity
JWT Intelligence asks, âCan cannabis be the next beauty super ingredient?â SXSW panel speaker Emily Paxhia says, âIâm seeing more branded lifestyle products that address the different need states around cannabis, and itâs not about getting as high as humanly possible.â She points to Whoopi Goldbergâs Whoopi and Maya line of medical cannabis products that work to ease menstrual cramps, and are branded to look more like âhigh-end products you might come across in a department store.â
Beauty and wellness is a massively growing segment. In the last year and a half, executives from LâOreal and Aveda have expressed interest in implementing cannabis in products. Some brands are infusing beauty products with cannabidiol (CBD), which is a non-psychoactive substance derived from plant. Since it lacks THC, the products can be classified as âlegal hempâ versus cannabis. This may contribute to even broader appeal, further destroying the old, outdated stigma.
The Trend Is Your Friend
In the age of disruption, very little is permanent. Some taboos, such as those surrounding cannabis, are eroding in the face of the growing body of science about its benefits. Other taboos as well â gender norms, womanhood, the definition of âa beautiful bodyâ â are meeting similar challenges in the marketplace of ideas. Brands that are stuck due to stigma can take a lesson from what is happening with the cannabis industry. By understanding the forces at work behind the all-up perception-shifting case, and working to implement fundamental changes based on those insights, itâs possible to leverage a trend to affect dramatic outcomes. Even better still, the beauty and wellness industry is removing the controversial aspects of the cannabis taboo (THC) and double-trend-dipping in both ingredient and lifestyle.
The Blake Project Can Help: The Brand Positioning Workshop
Branding Strategy Insider is a service of The Blake Project: A strategic brand consultancy specializing in Brand Research, Brand Strategy, Brand Licensing and Brand Education
FREE Publications And Resources For Marketers
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From Contraband To Desired Brand
An industry with a projected worth of $50 billion by 2026, cannabis is poised to make huge gains in the lifestyle, health and wellness industries. Marijuana has fought hard to overcome stereotypes such as the stoner stigma made famous by Cheech and Chong. Yet as more states in the US legalize marijuana, and other countries continue to at least decriminalize it, cannabis is attracting interest among investors and industries alike. Noted trends forecaster, Gerald Celente of the Trends Institute, has been talking about this for years, going so far as to name it a top 10 trend for 2017. He cites opportunities aplenty that extend far beyond the traditional notions of the backstreet Amsterdam coffee house or dispensary. At this yearâs SXSW, a panel of pioneering women in the cannabis industry shared an all-up view of the opportunities available especially for women and the 50-plus market.
Perception-Shifting Case
One of the more interesting factors in marijuanaâs pivot to create highly-desired brands has been the influence of the tech industry. In April of 2015, Founders Fund, a venture capital firm co-founded by investor Peter Theil, made a multi-million dollar investment in Privateer Holdings, a Seattle company that manages several marijuana businesses. Among Privateerâs company is Leafy, a site that manages news and reviews, and Tilray, which researches and cultivates crops in Canada, and the Bob Marley official cannabis brand which includes the ârise upâ social initiative and a line of body care products.
Brendan Kennedy, one of Privateerâs founders said in a NY Times interview, âAfter looking into the industry, we quickly realized that this is no longer, and hasnât been for years, a countercultural product.â There was opportunity, he added, because âthe brands that were out there tended to embrace the clichĂ©s of the industry.â
Another clichĂ© that is being broken, according to Rustigian Burderer, founder of cannabis start-up Simplegentix, is the customer experience. By creating tastefully curated dispensaries that look more like polished, high-end retail stores, itâs easy to reach more customers. Campaign describes a San Francisco store, called Harvest, where consumers are welcomed into a modern retail environment that doesnât scream marijuana. Instead, wooden shelves showcase products while posters describe its medical benefits. She says, âItâs indicative of how the industry is becoming more accepting. From the stoner, itâs developed into a sophisticated, elegant light.â
Evolving Opportunity
JWT Intelligence asks, âCan cannabis be the next beauty super ingredient?â SXSW panel speaker Emily Paxhia says, âIâm seeing more branded lifestyle products that address the different need states around cannabis, and itâs not about getting as high as humanly possible.â She points to Whoopi Goldbergâs Whoopi and Maya line of medical cannabis products that work to ease menstrual cramps, and are branded to look more like âhigh-end products you might come across in a department store.â
Beauty and wellness is a massively growing segment. In the last year and a half, executives from LâOreal and Aveda have expressed interest in implementing cannabis in products. Some brands are infusing beauty products with cannabidiol (CBD), which is a non-psychoactive substance derived from plant. Since it lacks THC, the products can be classified as âlegal hempâ versus cannabis. This may contribute to even broader appeal, further destroying the old, outdated stigma.
The Trend Is Your Friend
In the age of disruption, very little is permanent. Some taboos, such as those surrounding cannabis, are eroding in the face of the growing body of science about its benefits. Other taboos as well â gender norms, womanhood, the definition of âa beautiful bodyâ â are meeting similar challenges in the marketplace of ideas. Brands that are stuck due to stigma can take a lesson from what is happening with the cannabis industry. By understanding the forces at work behind the all-up perception-shifting case, and working to implement fundamental changes based on those insights, itâs possible to leverage a trend to affect dramatic outcomes. Even better still, the beauty and wellness industry is removing the controversial aspects of the cannabis taboo (THC) and double-trend-dipping in both ingredient and lifestyle.
The Blake Project Can Help: The Brand Positioning Workshop
Branding Strategy Insider is a service of The Blake Project: A strategic brand consultancy specializing in Brand Research, Brand Strategy, Brand Licensing and Brand Education
FREE Publications And Resources For Marketers
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NESCAFĂ Opens Barista-Free DIY Coffee Taproom
Torontoâs NESCAFĂ Coffee Taproom is a pop-up coffee shop for NESCAFĂ and coffee aficionados â with a twist.
NescafĂ© Canada Tests Coffee Shop That Doesnât Sell Coffee: https://t.co/XbIc0NVWHJ @NescafeCA #canada #canadify http://pic.twitter.com/EkPBfaLMhf
â Canadify (@canadify1) June 9, 2017
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Coffee canât be purchased on-site; the idea is you make your own. The key to opening the door is a NescafĂ© Sweet & Creamy sachet on an iPad which divulges a secret code to enter the pop-up experience.
Once inside, visitors can get everything they want from a coffee shop including coffee, fast Wi-Fi, plenty of outlets and comfortable places to sitâminus the lines, complicated menu choices, pricey drinks or baristas.
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This Taproom is âfree of all baristas that are named Frederico and have man buns.â
Fresh cups of coffee are made on demand by NESCAFĂ consumers, using their own Sweet & Creamy sachets and the 12 hot water taps located on-site.
A special bonus, for those who enjoy seeing their names misspelled on a coffee cup, there are 50 different custom cups featuring misspelled versions of common names.
The NESCAFĂ Coffee Taproom is open on Torontoâs Queen Street through June 28th.
The innovative pop-up shop is the work of creative agency WorkInProgress (WIP), which came up with the concept in response to a creative brief to create a coffee shop experience without out all the transactional business that happens in-store.
New @NESCAFE pop-up shop in Toronto, open until June 28, offers a coffee shop without selling any coffee: https://t.co/YIOQlnCoI1 http://pic.twitter.com/lPcp4RlAre
â CanadianFoodBusiness (@CDNfood) June 12, 2017
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WIP created the Pizza Turnaround Campaign for Dominoâs Pizza while at Crispin Porter + Bogusky, and Dominoâs Cannes Lions Titanium Grand Prix-winning Emoji Ordering innovation.
The NESCAFĂ Coffee Taproom experience will engage Toronto-based influencers to create exclusive, original content and WIP created a Snapchat Geo-Filter accessible only on their site.
Nescafe Trolls Starbucks With Pop-Up Coffee Shop https://t.co/tQOLegWVOP
â Tablebases.com (@tablebasescom) June 14, 2017
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Itâs already soliciting ideas on its microsite about where to open the next pop-up coffee taproom, offering a new twist on marketing and a bold experiment for a bold-tasting brandâeliminate the service element and make the consumer the barista.
The post NESCAFĂ Opens Barista-Free DIY Coffee Taproom appeared first on brandchannel:.
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Amazon Goes Shopping, Buys Whole Foods Market for $13.7B
In a week where it was rumored to be eyeing workplace productivity app Slack, Amazon surprised everyone on Friday by announcing that is in fact acquiring Americaâs upmarket grocer Whole Foods Market for a whopping $13.7 billion.
Itâs a massive deal that provides huge parts of the answers to two of the most interesting questions in retailing: How can Whole Foods save itself? And how will Amazon deepen its flirtation with the brick-and-mortar retail business, which itâs been pushing with its Amazon Books locations and some physical retail tests in its hometown of Seattleâwhile deepening its strength in the e-commerce grocery trade?
Amazon will pay $42 a share to acquire $WFM, a 27 percent premium to the closing price on Thursday of Whole Foods lagging stock, making the transaction by far the largest in Amazonâs history.
âMillions of people love Whole Foods Market because they offer the best natural and organic foods, and they make it fun to eat healthy,â stated Jeff Bezos, Amazon founder and CEO. âWhole Foods Market has been satisfying, delighting and nourishing customers for nearly four decadesâtheyâre doing an amazing job and we want that to continue.â
âThis partnership presents an opportunity to maximize value for Whole Foods Marketâs shareholders, while at the same time extending our mission and bringing the highest quality, experience, convenience and innovation to our customers,â added Whole Foods Market co-founder and CEO John Mackey, whoâs been pressured lately by the activist investors at Jana Partners.
In selling to Bezos, he gets to keep his job, protect his company (no longer solely independent but nested with Amazon) and acquire deep pockets to grow and scale his brand.
My take: Whole Foods' sale to Amazon is classic John Mackey @FortuneMagazine https://t.co/r6lRNvWzFz
â Beth Kowitt (@bethkowitt) June 16, 2017
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Mackey will stay on to run the Whole Foods business, which will continue to operate under its brand and maintain its suppliers, the companies said. Whole Foods has about 450 stores spread out among 42 US states and is experimenting with a private-label, lower-priced chain, 365 by Whole Foods Market, and a standalone restaurant concept that just opened in Atlanta.
For Whole Foods, being acquired by Amazon is the perfect response to its growing difficulties over the last few years with shopper attrition due to its infamously high prices and increasingly stiff competition from organic and natural fare, usually at lower prices, being expanded by Walmart, Kroger and foreign entrants such as Lidl (which just launched in the US this week) and Aldi, both from Germany.
For Amazon, the move proves that its flirtation with brick-and-mortar grocery conceptsâincluding Amazon Fresh Pick Up locations and the Amazon Go concept, a test store of the future in Seattleâhas been no mere infatuation. The online giant wants to get a bigger piece of the more than $600 billion edible-food consumer-spending category, especially spending by the ascendant millennials and Generation Z.
And there likely is no better way to do that quickly than to acquire an operation such as Whole Foods, whose products and ethos (such as the Values Matter campaign) are very much on trend with younger consumers, and where thereâs presumably considerable overlap between Whole Foods customers and members of Amazonâs Prime free-delivery subscription service as well as the Amazon  marketplace in general.
âThis could mean that Amazon plans to integrate its Prime service into the Whole Foods ecosystem,â Tom Caporaso, CEO of Clarus Commerce, a loyalty-technology firm, told brandchannel. âWhole Foods stores could soon become distribution centers for Prime Now or Amazon Fresh, increasing [Amazonâs] reach.â
Amazonâs move also effectively acknowledged the difficulty that the online pioneer has seen ahead in cracking the code on making the e-commerce experience similar enough to bricks-and-mortar grocery retailing, where the experience of shoppingâranging from feeling the firmness of produce to making impulse purchasesâis very important to many Americans of all generations.
Thereâs also increasing competition for physical supermarket shoppers, including by two major German retailers that are notable not only for discounted prices but also healthy fare: Aldi, which is undertaking a huge expansion in its already-formidable US presence, and Lidl, which this week began opening stores in the East. Kroger provided another indication of the increasingly brutal environment in grocery retailing this week by lowering its earnings forecast for the year.
âThis is the most difficult time Iâve seen for the industry, and Iâve been in it for 47 years,â David Cianco, a senior customer strategist for Dunnhumby and former Kroger executive, told the Wall Street Journal.
Meanwhile on Friday, major Amazon competitor in Walmart made another move to shore up its e-commerce offering (in the wake of acquiring Jet.com last year) by buying the hot menâs clothing company Bonobos for $310 million in cash.
Bonobos started online in 2007, has expanded its assortment over the years, and also has opened 35 brick-and-mortar stores, Chain Store Age said.
The move is in keeping with Walmartâs recent efforts to compete with Amazon by beefing up its online fashion offerings and widen its appeal by buying digitally native brands that target millennials and younger consumers.
Founded in 2007, Bonobos has expanded its assortment over the years and has also opened 35 brick-and-mortar stores (âGuideshopsâ). It also has a partnership with Nordstrom.
Upon completion of the deal, Andy Dunn, founder and CEO of Bonobos will report to Marc Lore, president and CEO of Walmart U.S. eCommerce. Lore is being given a major role at Walmart: He will oversee the companyâs collection of digitally-native vertical brands, which, in addition to Bonobos, now includes Moosejaw, ShoeBuy and ModCloth.
âAdding innovators like Andy will continue to help us shape the future of Walmart, and the future of retail,â stated Lore. âIâm thrilled to welcome Andy and the entire Bonobos team. Theyâve created an amazing product and customer experience, and that will not change. In fact, Andy will be a great influence on the company, especially in leading our collection of exclusive brands offered online.â
The acquisition, which is subject to regulatory approval, is expected to close toward the end of the second quarter or the beginning of the third quarter of this fiscal year.
The post Amazon Goes Shopping, Buys Whole Foods Market for $13.7B appeared first on brandchannel:.
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