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Advertising Age Article Abstract

Caribou Coffee Revels in Its Role as the Little Guy

No. 4 Chain Is Positioning Itself as a Starbucks Alternative and Attracting Customers With a Middle-of-the-Road Medium Roast

Published: June 18, 2012

"We don't have any interest in being the biggest," said Alfredo Martel, senior VP-marketing and product management at Caribou. "We don't want to be in every aisle of the grocery chains in America. We'd rather be great at what we do." ...

Full Article Word count: 1165

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