[From Fast Casual] When Caribou Coffee underwent a brand relaunch in late 2009, the company was looking to re-energize its guest experience. Three years later, Caribou has reformulated almost every aspect of its customer-facing structure and is using social media to ensure its evolution continues down the right path.
Through its recently launched You + Your Bou campaign, Caribou executives are getting an inside look at what their customers are all about – and what they’re looking for from their Caribou experiences.
According to a new study from The Hartman Group and Publicis Consultants USA, social media has had a major impact on what Americans eat and has infiltrated the dining experience in many ways. The study, “Clicks & Cravings: The Impact of Social Technology on Food Culture,” revealed that almost half of consumers learn about food via social networking sites, and 40 percent learn about food via websites, apps or blogs.
“The best social and digital campaigns reflect the audience’s values, interests, concerns and aspirations,” said Steve Bryant, president of Publicis Consultants USA, which co-sponsored the study.
The You + Your Bou promotion asks consumers to tweet about how Caribou fuels their lives, using the hastag #MyBou. The goal of the promotion is two-fold: to further engage Caribou’s guests outside the four walls and to better understand who their guests are.