Caribou Coffee prefers middle path to sales success

Caribou Coffee's senior vice president of marketing and product development prefers a slow and steady pace when it comes to brand positioning.

In an interview with Advertising Age, Alfredo Martel said he doesn't care if the Minneapolis-based chain becomes as big as Seattle-based Starbucks.

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"We'd rather be great at what we do," he said in the article.

Caribou has taken huge strides in recent months to extend its beverage lineup. In early May, the company launched a new line of sparkling teas and juice and a growler filled with iced tea and juice.

Martel said Caribou's menu and beverage offerings provide a comparable experience to that of Starbucks.

He says additionally, the "most important marketing tool is the everyday experience that we deliver. ... It's the most powerful brand tool we have."

Read more about coffee and specialty beverage trends.

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