Before the advent of microprocessor modules and programmable machine parameters, Hot Beverage Dispensers were at first smiled upon as yet another example of Automated Convenience. It wasn’t soon after that the public collectively rolled its eyes when actually savoring the cardboard “coffee,” the feeble, tepid “cocoa” and the saliferous “chicken soup” the machines had to offer.The problem, as they say in the industry, was flavour-buddies (a term that is nowhere near as pejorative as it should be). That is, the contamination and commingling of adjacent flavours. Though each commodity was housed in separate containers, they all made their way to the customer’s cup via the same Dispensing Duct. The inefficiency of Brewer Flush sequences only added to the taint of a disheartening Vend Cycle.
But today, with America’s Coffee Renaissance in full swing, vendors have reason to hope. The failures of yesterday can be the successes of tomorrow. All with the power of Marketing.
Just take advantage of the old machine’s default Beverage Configuration -- the flavour-buddy-ridden amalgamate fluid of coffee, chocolate and chicken soup -- and simply change the nomenclature to reflect the demands of today’s self-conscious coffee cognoscenti.
The Orville Corporation’s Marketing Division hosted an array of focus groups in order to distill a brand image for this product that would appeal to the broadest demographic. In this product line, brand names that rated high were:
• Capponeccino
• Dulce de Pollo Blend
• Suisse Hünchen Chocolat (”The Hunch”)
• Chiko-Choco-Chai (or the “Triple-C”) — for the Teen/Collegiate market
But the highest-scoring identity is one that appeals to the upscale niche markets, yet is also versatile enough in styling options (lo-fat, decaf, plus popular additives) that it is attractive to a wider market share.
So, vendors and coffee connoisseurs alike, raise your cups and take in the distinctive, pungent aroma of the bold, new, full-bodied flavour of...
Caffè de Gallina di Cacao
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