Case Study: Caribou Coffee achieves rapid, actionable customer insights to validate sparkling tea & juice launch with Service Management Group (SMG)

Caribou Coffee - Customer Case Study

Caribou Coffee faced a product‑launch risk as it prepared to add sparkling teas and juices to menus across 400+ locations and needed fast, reliable customer feedback on appeal, sweetness, carbonation and potential cannibalization. To answer these questions, Service Management Group (SMG) conducted a targeted concept test (a separate concept survey) to quickly gauge customer reaction before a major equipment investment.

SMG ran the concept test at 37 pilot locations, collecting 262 online surveys in under a month (with a $1 incentive) and delivered actionable analysis. The results—36% said they would visit more often, 92% preferred carbonation, 62% would definitely order the tea again and 63% the juice—helped Caribou estimate sales impact (mainly on hot beverages and iced coffee), finalize serving and pricing decisions, and validate a nationwide rollout; Service Management Group’s work enabled these decisions rapidly and cost‑effectively.

Caribou Coffee