Coffee is king
Why consider your own coffee brand

The demand for coffee is huge. The American adult population alone drink an estimated 400 million cups every day. In Italy, there are over 200,000 coffee bars for a population of 60 million. That is one coffee bar for every 300 people!* And petrol and convenience retailers have the perfect ingredients to capitalise on coffee sales: a ready-made network of sites, in strong strategic locations that serve busy, time-poor customers.

Adding a coffee offer is not new, the trend for retailers in this sector has been to partner with a recognised coffee brand but petrol and convenience retailers should think about creating and tailoring their own coffee brands. Like many food and beverage products, product differentiation is extremely difficult, what drives customer choice in this sector is brand – the set of tangible and intangible associations that make your reputation.

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