Caribou Coffee New Concept Store Challenges Traditional Café Model
Caribou Coffee has announced its newest store concept, Caribou Cabins. These small format locations will have feature drive-thru and walk-up windows, but no interior seating.
The Caribou Cabin concept is the vision of president & CEO, John Butcher who joined the company two years ago and has been focused on leveraging Caribou's twenty-six years of coffeehouse heritage and strong brand to make impactful company changes. New product innovation, digital advancements and customer engagement have been key areas of focus during Butcher's tenure. Caribou Coffee will look to add locations over the next 24 months, exploring additional store formats in urban and suburban areas. This strategy is aimed at increasing the company's penetration while also delivering on customer's increasing demand for convenience and speed.
"Caribou Coffee will continue to lean into the Northern roots that made our brand what it is today,” Butcher said. “We are confident that our new concept will differentiate us even more by delivering customers the highest quality coffee, expanded beverage innovation and ownable guest interaction.”
Caribou has taken an inside-out approach to this concept, looking at faster ways to create their core beverages, hiring new team members who embody the culture that will shine through the drive-thru windows, and all touch points in between. Cabin guests will be greeted daily with a warm "Welcome to the Cabin" by baristas. Internal training modules are being called 'Bou Bonfires as Caribou trains its team members on how to best live "life at the cabin".
Five Caribou Cabins will open in the coming months in Minnesota in Jordan, Burnsville, St. Peter, Big Lake, and Willmar.