Executives from JDE Peet's unveiled a new vision for Peet's Coffee, prioritizing omni-channel growth and franchising strategies over traditional concepts like local heritage. The aim is to elevate Peet's into a $2.5 billion brand in the U.S., moving beyond its California roots. The strategy includes broadening retail distribution through CPG partnerships, significantly changing distribution channels from Direct Store Delivery. The approach will reposition Peet's Coffee, currently the second-largest brand in JDE Peet's portfolio, to emphasize convenience and accessibility across various platforms and markets.
Executives from JDE Peet's presented a new vision for Peet's Coffee, emphasizing omni-channel growth over local heritage and premiumization, aiming for extensive franchising and retail expansion.
The company plans to transform Peet's Coffee into a $2.5 billion brand in the U.S., focusing on growth outside California, where it was traditionally strong.
By moving away from Direct Store Delivery, Peet's aims to facilitate broader retail partnerships, enhancing product availability in various consumer markets.
CEO Rafa Oliveira leads the initiative, which includes a strategic focus on three key brands and aims to leverage franchising and convenience-oriented products.
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