Green Mountain Coffee Roasters (GMCR)

TJ Whalen - Green Mountain Coffee Roasters, Inc. - VP of Marketing

We work across the enterprise to determine which markets are going to be most accretive to growth and profits on — based on a number of factors. We’ve got a pretty complex model — obviously, customer presence, consumer target presence has a lot to do with it. Also, it has to do with where the brands that we have play strongest. We bring this together through a process that we lead every year and determine which markets we’re going to focus our efforts on, where we think we can get the greatest return.

Michelle Stacy - Green Mountain Coffee Roasters, Inc. - President, Keurig

And I would like to build on it. We were really excited about the Chicago event. We actually sampled 15,000 cups of coffee in a three-day period. So that was a really exciting event for us. We’ve seen an immediate lift from consumers logging on from the Illinois area onto our website. We picked the four markets in addition to trying to support each of our major brands, to support the Green Mountain Coffee brand on the East Coast in the Boston area, to support on the West Coast in LA and Seattle our Tully’s brand and then, in the Chicago area, we had all three of the brands present — Green Mountain Coffee, Tully’s and Caribou, as well. So it was trying to also make sure we had a focal point for each one of our brands.

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