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Case Study: Bruegger's Bagels & Green Mountain Coffee Roasters
Situation
Bruegger’s Bagels was considering a partnership with Green Mountain
Coffee Roasters to become the restaurant’s sole coffee vendor.
The companies sought to measure consumer perception before and after
market roll-out in three chosen test markets - Hartford, CT, Minneapolis,
MN and Cincinnati, OH.
MVS' Approach
MVS designed detailed consumer survey and conducted one-on-one intercept
interviews in each test market to capture consumer satisfaction with
Bruegger's coffee experience before and after Green Mountain Coffee
national roll-out.
MVS analyzed the data and determined that the national roll-out of
Green Mountain Coffee would lead to positive growth for both companies,
based on consumer experience and satisfaction with the coffee in test
markets.
MVS' Conclusions
By the end of October 2004, Bruegger’s introduced Green Mountain
Coffee Roasters branded coffee in its 242 retail outlets nationwide
based on consumer preference and the coffee’s brand strength.
The partnership has lead to positive growth for both companies.
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