Behind the rise of 7 Brew and the coffee chain’s marketing approach

Drive-thru coffee chain 7 Brew has enjoyed significant growth since opening its first location in Arkansas in 2017. It now has 343 locations across 32 states, up from just seven locations in 2021, as it makes progress in its goal to become a national brand. An easy-to-understand rewards program and fun interactions with the brand’s baristas, or “Brew Crew,” are helping to fuel that growth, according to Nick Chavez, who joined the brand as its first chief marketing officer late last year after recently serving as CMO for KFC U.S. Indeed, more than 95% of the chain’s transactions come from loyalty members, who are drawn by perks that include getting their eleventh drink free, regardless of size or customization. In the three months that Chavez has been with the brand, it has added 1 million loyalty sign-ups, he said during the newest edition of the Marketer’s Brief podcast. Subscribe to us on Apple Podcasts, check us out on Spotify and hear us on Amazon Music/Audible. This is our RSS feed. Tell a friend! “[For loyalty members], as soon as that barista interacts with you, your preferred drink is right there on their iPad,” he said. “So they know exactly how you customized your drink the last time you were here. At the tap of a button, we can get that drink going for you in half a second. You’ll never see a speaker box or voice AI with us. We have no interest in that kind of experience.” More from Ad Age: Why loyalty partnerships are on the rise “Our philosophy is that technology must always serve human connection,” he added. For Chavez, that human interaction is part of the brand’s value proposition. “Customers want a great experience for what they pay,” he said. “It’s not about the absolute lowest dollar in all cases. It’s about if I enjoyed the experience and the product for the dollar I paid.” Of course, 7 Brew is not the only coffee chain emphasizing personal connections. Starbucks recently brought back its tradition of writing names and personal messages on coffee cups as part of a turnaround plan. Growing locally and socially To encourage product trial, 7 Brew has leaned heavily into TikTok to show how drinks are made or have baristas share ways consumers can customize their order, such as making it a quarter sweet rather than fully sweet. The brand’s TikTok following has quadrupled in the last year, according to Chavez. @7brewcoffee Comment your favorite drink! ⬇️ #7brewcoffee #7energy ♬ original sound - 7brewcoffee @7brewcoffee Make a Cinney Roll with us! #cinnamonroll #7brew #batonrouge ♬ original sound - 7brewcoffee @7brewcoffee ta-da #7Energy #7Brew ♬ original sound - 7brewcoffee Local marketing is also a tentpole in the brand’s strategy, what Chavez called “building from our coffee stands, out.” That includes geotargeting with digital ads, out-of-home, radio and encouraging locals to sign up for the rewards program, even before a 7 Brew stand officially opens in their community. “As we start to penetrate more states and more regions of the country, we’ll start placing some bets on national media,” Chavez said. “Even in some markets where 7 Brew doesn’t already exist, we’ll let them know that we’re coming.” Beyond coffee 7 Brew prides itself on having over 20,000 different flavor combinations. That customizability is a big draw for Gen Zers, who Chavez said are fuelling the chain’s growth. Outside of coffee, the brand offers teas, smoothies, milkshakes, lemonades, sparkling waters and energy drinks, which is its fastest-growing menu item. Chavez says the brand is also looking into dirty sodas, drinks made by mixing soda with cream and flavored syrups or fruit juices. Gen Z Career Forum Get practical advice on launching your career and excelling in the industry Register today Its most frequent customers are millennials with kids, which creates demand for variety. “We have amazing kids’ drinks that are caffeine and sugar-free, even pup cups for the dog,” Chavez said. “It’s our job to make sure everybody in the car is delighted.”

Behind the rise of 7 Brew and the coffee chain’s marketing approach

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