Joe Coffee

Objective:

The first New York City ‘third wave’ specialty coffee chain, Joe Coffee Company, with 20 company-owned locations in New York and Philadelphia and a $20M P&L, was acquired by a hospitality private equity firm in 2017. Doug was brought in as a professional executive to partner with the founder to create a multi-channel, national growth strategy featuring new product lines and create infrastructure for scaling.

Results:

Doug created and implemented the first 3 year growth strategy centered around innovation to feed new multi-channel sales platforms, new stores with new prototypes and a new brand strategy with an evolved brand identity. Starting with a deep focus on new product categories, he led a small team which helped pioneer a new Specialty Instant Coffee with an upstart manufacturer creating freeze dryed brewed coffee, launched ‘high pressure processed’ Cold Brew RTDs, collaborated on a new Coffee IPA Beer with a Canadian microbrewery, revamped the in-store artisan pastry program, launched a new matcha beverage line and gained placements with Amazon, Trade and regional Whole Foods. This new growth strategy was complimented with technology investments including the first App and Loyalty program, a POS transition from Square to Toast and a full redesign/ relaunch of the website which increased e-commerce revenue by +500%. Three new store prototypes were opened profitably in Manhattan including a high profile shared space with Chase Bank on Union Square and a new location within the Columbia University campus. Lastly, Doug retooled the senior leadership team and led a field and corporate re-organization focused on improving customer service, improving store level support, reducing costs and preparing for rapid growth, which the ownership decided to temporarily hold on based on competing external investments.