How to Out-Starbucks … Starbucks

Growing up my mom would pay about 1.20 for a pound of Folger’s coffee, because Mrs.Olson said “Mountain Grown” coffee was the best. Then Starbucks comes along and says the coffee mom drank was garbage…and they made us feel smart to pay 11 bucks for a 1lb bag. Would YOU pay 45.00 for a 12oz bag? Many have because of this guy.

This is Duane Sorenson Founder and CEO of Stumptown Coffee Roasters, and you bet he’s smiling. Last year he roasted,sold,and shipped over million pounds of coffee and he did it by selling some of the most expensive coffee in the world! The theory is your business could win not by discounting,but by offering quality, and people will pay for it. Carl’s Jr. did it with a 6 dollar Turkey Burger, and Chick Fil A is successful without value meals. But Stumptown also gives you a story.They sell perfectly roasted, high-end coffee, sourced from around the world. Every bag is labeled with longitude, latitude, and roasting date. He elevates the humble coffee bean to a new level of sophistication. They capitalized on the fact that Starbucks created new coffee drinkers who now look for quality. And it’s working for Stumptown. Time magazine declared them “The New Starbucks.” Don’t ya love the irony that Stumptown has elevated our coffee palate to the point to where we now know, we want something better than Starbucks? So how’s the coffee? This morning I drank six different cups of coffee from six different vendors. Verdict? Really good coffee..For some it just might be worth the extra money. For me? Next time Decaf!!!

Michael Burger
The Relevant Report

Filed in: Relevant Report
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