CAFÉ CROSSROADS
Continued from page 24
Q:
Why do you use names such as Midnight Blackberry
Black Tea instead of more technical monikers that identify details like farmer and flush?
PP:
We want to strike a happy medium where we
explain what tea is all about—black, white,
herbal—but with a progressive, fun twist to it. There are a lot
of companies more traditional than us. You read the label of
the tea and you know exactly where it's from. That's exactly
what a lot of people want, but we feel that our target is not
just the folks who have been drinking tea for 20 years. It's also
the younger generations that consider themselves knowledgeable and savvy but want to have fun with it too.
DK:
Customers want something that's recognizable, and especially when they walk in and
see the wide selection we have, they need an entry point. You
have to give them the familiar flavors first and then you can
drill down a bit and tell the story about farms. That's just
where tea is. Maybe coffee was there five or 10 years ago.
We're getting there, and it's fun to see that evolution of questions from customers.
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