La Colombe Coffee: The Tangible and Intangible Elements of Brand Identity
La Colombe Coffee Roasters was founded in 1994 in Philadelphia, Pennsylvania, with the notion that "America deserves better coffee." The company provided attractive caf s and an online coffee subscription program to its customers. It supported ethical trade in the sourcing of its products and coffee innovation, which had led to the Draft Latte cold coffee, a ready-to-drink product available both at La Colombe Coffee Roasters caf s and in a variety of retail outlets. The company hired a customer experience consulting firm to design its virtual presence and provide a seamless experience for consumers both through its caf s and online. It operated in a high-margin competitive industry with a high rate of company shutdowns, making customer interface and product innovation essential. With new equity invested by a highly-successful venture capitalist, the company had to now decide whether to scale up into a mass market company or continue to serve a niche segment through its artisanal caf s. Solon Moreira is affiliated with Temple University. Ram Mudambi is affiliated with Temple University.