Caribou Coffee has been undergoing quite a few corporate changes of late, and their activity on social media has not been sufficient to communicate with their brand's devoted, but upset, fans. Here's what they could be doing differently.
2. Company Overview
Founded in 1992
468 Stores in 16 states
6,000+ Employees
Offerings: iced/hot coffee and
tea, pastries, sandwiches, ground/who
le bean coffee
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3. Market Overview
Major competitors include:
◦ Starbucks
◦ Peet’s Coffee & Tea
◦ Coffee Bean & Tea Leaf
Target audience: adults 18-40
Differentiation: store experience
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4. Business Challenges
Bought in December, 2012
Was previously public, listed on
NASDAQ
Closed 80 stores in April, 2013
Converted 88 other stores
Announced with a short press release
about two weeks before closings
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5. SOCIAL MEDIA ACTIVITY: FACEBOOK
421,653 Likes, 8,672 talking about this
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11. Activity Doesn’t Necessarily
Equal Engagement
Lots of channels…
Beautiful imagery of products, people
Some channels sorely unused
This company just went through a
major upheaval BUT…
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12. If you just closed 80
stores, is this what
you say on
Facebook?
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Tone deaf social media?
14. June 27, 2013 Caribou Coffee Social Media Planning 14
15. June 27, 2013 Caribou Coffee Social Media Planning 15
16. It’s Called “Social Media”
For a Reason!
Ignoring devoted fans is a terrible
idea!
Complete lack of transparency
No posts on any channel about
closings
No two-way conversation
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17. Caribou Social Media
Needs A Course Correction
Discuss the reasons for the closings
Post the list of stores beforehand
Allow fans to vent, get closure
Not the right time for sales pitches
Two-way communication must start
here, but not end here
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18. Other Recommendations for
Going Forward at Caribou Coffee
Take advantage of the unused
channels to provide another place for
constant communication
◦ YouTube
◦ Corporate Blog
Cultivate and rebuild brand loyalty
If done properly, analytics may show
the way to future store expansion
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Caribou offers pretty standard chain coffee shop fare.
According to past SEC filings, Caribou’s differentiation revolves mostly around their rustic feeling store environment, which is admittedly a little bit different from their competitors.
Caribou Coffee is facing some challenges. They were bought by a firm from Germany and taken private at the end of 2012. Before this, they were public and listed on the NASDAQ. Recently, they have closed 80 underperforming stores and converted 88 others to the Peet’s Coffee brand.
Caribou is quite active on Facebook – their main social channel.
Twitter is another successful channel for Caribou.
Their collection of images on Instagram is also very well done.
YouTube, unfortunately, is underutilized by Caribou.
The Caribou Coffee corporate blog is a ghost town. No updates since 2010! Bad idea.
The problem with just being “active” on social media is that activity itself is not engagement. All of the posting are one-way communication, with no conversation being done by Caribou themselves, only their fans. Fortunately, the company does have devoted fans of the product. However, they are not taking advantage of some main social media channels, and the recent private purchase of the company has caused some changes….
While Facebook is Caribou’s best social media outlet, they have chosen to not directly engage with their fans. And right now, they have a LOT of upset fans. Communication around the store closings was quite poor. Around the time of the closings, Caribou continued posting items like this on their Facebook page.
… And understandably, their fans have not been happy.
But Caribou’s response was to keep posting sales items like this, above…
And this one. I suppose the long drive to the nearest available Caribou Coffee store will make one thirsty enough to want a 64 ounce beverage.
Caribou Coffee has made a huge mistake by not taking advantage of the opportunity to use social media for two-way, transparent communication with the brand’s fans. By not doing this, they have caused themselves a number of problems that really will not go away anytime soon.
Using Facebook, the corporate blog and perhaps their YouTube channel to hold frank discussions and address concerns around the company’s recent changes would go a long way towards starting to rebuild the loyalty of their followers. Caribou Coffee should see this as an opportunity to START an open dialogue with their fans, but by no means should it be the only time. Communication should be continuous.