Caribou Coffee

Significant Change


The European company that owns Caribou Coffee just announced that it is restructuring Caribou. What makes it more interesting is the same company owns Peet’s Coffee & Tea….my favorite coffee.

Caribou is closing underperforming stores and converting some other locations to Peet’s. Peet’s would be considered a premium coffee and Caribou a second tier brand….though in reality the coffees are similar.

Here in Cary one Caribou will close. The other is a busy location that seems to have a loyal following….quite different from the Starbucks a few blocks away.

The plus side of the change is that Peet’s expands its market….the downside is that Caribou resizes its market.


One thought on “Caribou Coffee

  1. It’s a shock to me. I think Caribou has a superior product and very distinct branding. I think the problem with Caribou was second tier management, not second tier coffee. I hope the new owners revamp it instead of downgrade it in benefit of Peets. Time will tell.

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