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Case
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Reference no. IMD-7-2391
Subject category: Strategy and General Management
Authors: Jim Pulcrano (International Institute for Management Development (IMD)); John Huffman (International Institute for Management Development (IMD)); Luiz Felipe Kossmann de Menezes (International Institute for Management Development (IMD)); Pablo Cadaval Santos (International Institute for Management Development (IMD)); Rodrigo Paupitz (International Institute for Management Development (IMD)); Bhevan Chandrasena (International Institute for Management Development (IMD)); Ivan Breiter (International Institute for Management Development (IMD)); Felipe Elink Schuurman (International Institute for Management Development (IMD)); Markus Masseli (International Institute for Management Development (IMD))
Published by: International Institute for Management Development (IMD)
Originally published in: 2022
Version: 22.07.2022
Length: 13 pages
Data source: Field research
Topics: Strategy; Business model; Coffee; Innovation; Retail; Expansion; Brand management; Customer experience; Value proposition; Leadership; Entrepreneurship; Marketing
Share a link: https://casecent.re/p/185454
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Abstract

Our story starts in 2001. Mike Caswell, an engineer and early Starbuck's employee, creates a technology that permits better flavor and increased margins, for fresh-roasted coffee in retail stores. Years of engineering and fundraising, franchising, disputes, hopes and frustrations ensue. Jamie Robertson joins in 2017, as both investor and CEO of a new unit in the UK and opens a store in London. The COVID pandemic hits, but Jamie perseveres, as he has realized that it is the customer experience that will make the difference. Jamie and his team open additional stores in London, Jamie is named CEO of the group, and eventually they are successful in raising significant funds for expansion in the UK and the US.

Time period

The events covered by this case took place in 2001-2022.

Geographical setting

Region:
World/global

Featured company

Roasting Plant
Employees:
11-50
Turnover:
GBP 1 million
Industry:
Coffee
Teaching note
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Reference no. IMD-7-2391-T
Subject category: Strategy and General Management
Authors: Jim Pulcrano (International Institute for Management Development (IMD)); John Huffman (International Institute for Management Development (IMD)); Luiz Felipe Kossmann de Menezes (International Institute for Management Development (IMD)); Pablo Cadaval Santos (International Institute for Management Development (IMD)); Rodrigo Paupitz (International Institute for Management Development (IMD)); Bhevan Chandrasena (International Institute for Management Development (IMD)); Ivan Breiter (International Institute for Management Development (IMD)); Felipe Elink Schuurman (International Institute for Management Development (IMD)); Markus Masseli (International Institute for Management Development (IMD))
Published by: International Institute for Management Development (IMD)
Originally published in: 2022
Version: 22.07.2022
Length: 18 pages
Data source: Field research
View full details

About

Abstract

Our story starts in 2001. Mike Caswell, an engineer and early Starbuck's employee, creates a technology that permits better flavor and increased margins, for fresh-roasted coffee in retail stores. Years of engineering and fundraising, franchising, disputes, hopes and frustrations ensue. Jamie Robertson joins in 2017, as both investor and CEO of a new unit in the UK and opens a store in London. The COVID pandemic hits, but Jamie perseveres, as he has realized that it is the customer experience that will make the difference. Jamie and his team open additional stores in London, Jamie is named CEO of the group, and eventually they are successful in raising significant funds for expansion in the UK and the US.

Settings

Time period

The events covered by this case took place in 2001-2022.

Geographical setting

Region:
World/global

Featured company

Roasting Plant
Employees:
11-50
Turnover:
GBP 1 million
Industry:
Coffee

Related

Teaching note
-
Reference no. IMD-7-2391-T
Subject category: Strategy and General Management
Authors: Jim Pulcrano (International Institute for Management Development (IMD)); John Huffman (International Institute for Management Development (IMD)); Luiz Felipe Kossmann de Menezes (International Institute for Management Development (IMD)); Pablo Cadaval Santos (International Institute for Management Development (IMD)); Rodrigo Paupitz (International Institute for Management Development (IMD)); Bhevan Chandrasena (International Institute for Management Development (IMD)); Ivan Breiter (International Institute for Management Development (IMD)); Felipe Elink Schuurman (International Institute for Management Development (IMD)); Markus Masseli (International Institute for Management Development (IMD))
Published by: International Institute for Management Development (IMD)
Originally published in: 2022
Version: 22.07.2022
Length: 18 pages
Data source: Field research
View full details