Coffee culture is the “art of enjoying coffee in a relaxing atmosphere” (Elton, par. 1). Coffee had been Americans favourite beverage since yearly years. Coffee might not be so popular without Starbucks chains which represents the American coffee culture (Elton, par. 1). However, Alfred Peet introduced first gourmet coffee in America before Starbucks was established (“Starbucks”). Alfred Peet was born and grew up in Holland, where his father had a coffee business (“International Directory”). After the Second World War, Peet moved to Indonesia where he worked and learned the tea trade (“International Directory”).
When he came to America, he understood how poor was the coffee quality in America even though it was a rich country (“Alfred Peet”). Peet had a brilliant idea to start new gourmet coffee business and opened his first store in North Berkeley, California; therefore, he began to blend his own dark roast beans. Peet’s Coffee & Tea spread quickly among people and become popular as its fresh and high quality products (“Alfred Peet”). Peet more emphasized “quality over quantity and the roasting of fine beans” rather than opening new stores (“International Directory”).
Alfred Peet was an adorable entrepreneur as his developing the coffee culture and implementing creative ideas to market his products; additionally, maintaining strong relationships with his customers, partners and employers helped the company to grow and expand; furthermore, his dedication to serve the freshest and highest quality coffees made the company more admirable (Boone and Kurtz 608). Alfred Peet was a successful entrepreneur, a business leader who takes risk to “seek a profitable opportunity” and focuses on own new business’ prospect and development (Boone and Kurtz 185).
In 1966, he created his new business and started to sell his own brewd dark roast beans at his first retail store which was located at Waknut and Vine streets in North Berkeley (“International Directory”). Peet’s growth picked up in the mid 1990’s when he opened many new coffeehouses in cities where mail-order business was successful (“International Directory”). Today, the number of Peet’s Coffee & Tea branches has increased to 110 (Boone and Kurtz 185). Peet intended to import the best quality coffee beans and tea leaves from other places such s Mexico, Central America, and Africa. Peet had become partners with number of restaurants and other grocery stores and supplied them his “highly esteemed beans,” such as his “bestselling blend,” the Major Dickason which was named in honour of customer Key Dickason (“Alfred Peet”). From the start of his coffee business Alfred Peet was focused on three main product areas (O’Dea). First, Peet’s Coffee uses the highest quality beans in the world. Second, they roast the beans by hand, by 10 year-experienced masters.
And finally, Peet’s Coffee highly commited to freshness (O’Dea). As an entrepreneur, Alfred Peet found a success in both marketing and relationship era by using his creative mind (Boone and Kurtz 308). Marketing era is when more focus is placed on what customers want and need, and less focus is placed on producing and selling products, whereas relationship era is when focus is placed on maintaining and developing strong and ongoing relationship with customers, employers, suppliers, and other business partners (Boone and Kurtz 13-14).
To develop his business marketing, Peet implemented new technologies such as Flo-Shipper system, “wich allows Peet’s to ship coffee the same day it roasted”. In other words, Peet’s only roast beans once it is ordered. Peet developed easy to use online ordering and fast home delivery (Boone and Kurtz 308). Lovely environment and warmth of Peet’s coffeehouses was one of the factors that attract customers (Schab par. 1). Maintaining healthy and strong relationship with customers is one of Peet’s important rules (Schab par. 2).
The secret of Peet’s success is a “board customer demographic,” middle to upper middle class people from 16 to 70 years. Peet “mastered the art” of connecting with new and old customers through “integrated marketing and emarketing,” wich includes website, blogsite, facebook, youtube, email, pay-per-click advertising (Schab par. 2). Furthermore, Peet’s customer service is always available to help customers with online ordering difficulties or answer their questions (Boone and Kurtz 308). Moreover, Peet’s Coffee & Tea Inc. ighly focused on product quality. They always serve fresh product made of the best beans and maintain friendly communication with consumers (Boone and Kurtz 308). Relationship with partners is equally important to Peet as relationship with customers (O’Dea). As O’Dea said, Peet’s Coffee is very selective about the partners they chose. They like to partner with people “who are looking to make a statement about the quality of coffee” that they produce and sell to customers (“Peet’s Coffee”).
Not only does Peet’s Coffee maintain a strong relationship with its cumstomers, the relationship between employer and employee is trustworthy and respectful (“International Directory”). Peet teached his employers how to roast beans to make best coffees, and roasters “know exactly what Peet’s coffee should taste like” (Boone and Kurtz 308). According to Peet’s view, the group of employer, who roast beans, tastes the tea, pack and ships products to customer, is “the most valuable recource” (Boone and Kurtz 308).
Peet’s Coffee interviewed new applicants twice because to avoid the theft problem and “poor performance”, and all the employers received benefits, said O’Deal (“International Directors”). In addition to high quality products and services and strong relationship with customers and employers, Peet’s Coffee is an example of admired company (Boone and Kurtz 308). The first factor that makes Peet’s Coffee admirable is the socially responsibility to his customers, partners, and employers. Since it is said “the customer is the king,” they try the best to serve and satisfy consumers (“Alfred Peet”).
Because consumers are the only ones who can evaluate the company’s product’s and service’s quality fairly, the company must deal successfully in relationship era. The Peet’s company is undoubtfully admirable as its legendary relationship with its customers who enjoy Peet’s coffee and teas. Next, the Peet’s appropriate and innovative marketing ideas made it more popular and trustfull (“Alfred Peet”). According to Peet’s coffee CEO, 70% of their profits comes from the higher growth consumer business and about 30% comes from the retail business (O’Dea).
Therefore, because the number of grocery consumer of specialty coffee is increasing, Peet’s Coffee delivers its products directly to stores. The fresh products attract number of customers. Peet’s Coffee has over 250 sales representatives who are responsible to visit grocery stores and make sure the products remain fresh (O’Dea). Alfred Peet was the business leader who first introduced the gourmet coffee to America and made the coffee popular among many countries (“Starbucks”).
He was a successful entrepreneur who took risks to open new business and tried different ways and methods to be successful in both marketing and relationship era (Boone and Kurtz 308). Thousands of Peet’s coffee and tea consumers found a convinience and simplicity in making online orders through its website which contains fun and colorful photos (Schab). Consumers like Peet’s coffee because the beans are roasted and shipped the same day, that means coffee’s are always fresh and new (O’Deal).
Importing the best quality beans and leaves from good chosen partners is the secret of Peet’s coffee and tea’s unique flavor (O’Deal). As an entrepreneur, Alfred Peet produced first specialty coffee in America, and he exactly know to be successful not only in marketing era, but also in relationship era (Boone and Kurtz 308). Moreover, Peet’s Coffee & Tea deserves to be admired because of implementing creative ideas of marketing, strong and long-term relationship with customers and employers, and hard effort to his business (“Alfred Peet”).