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e-News
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Roaster's giveaway brings in hundreds |
03.14.2008
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SAN DIMAS, Calif.--When Starbuck's closed its stores Feb. 26 to train its 135,000 employees on the finer points of coffee brewing and espresso brewing, several independents took advantage of the opportunity to lure Starbuck's loyals to their coffee shops including Coffee Klatch here.
Owner Mike Perry, who has shops in here and in Rancho Cucamonga offered patrons free coffee beverages during the Starbuck's shutdown.
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With reigning U.S. barista champion Heather Perry, his daughter, on staff, Coffee Klatch was up to the coffee challenge. Drip coffee, lattes, espresso-based drinks were all gratis.
"We gave what people what they wanted. Anything coffee-related, we gave it to them for free," said Perry.
"It was beyond my expectations," said Perry about the three-hour, coffee free-for-all. "It was crazy. We served at least 300 drinks and we had a line out the door the whole time. And we had five people working the entire time."
Perry felt as if his mission was accomplished. "The best part was a lot of people who didn't know we were here came for the first time," said Perry, who has been in the coffee business for more than 15 years.
When Perry heard about Starbuck's closing for training, he came up with the idea for the giveaway.
Perry told the local media what he had brewing. In the end, the local ABC affiliate plus two radio stations spread the word about the event.
In addition to luring in new faces, the event was a thank-you reward for existing customer. Sales were up 20 percent the day after.
According to the Associated Press, Caffe Vita Coffee Roasting Co. in Seattle conducted a similar giveaway while Dunkin Donuts slashed prices of its small lattes, cappucinos and other coffee drinks to 99 cents for the day.
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