Tuesday, 24 February 2009

Fitting a new delivery mechanism may not enhance the Coke brand experience

I see that Coke are going to test a new machine in US restaurants that can deliver 120 beverage flavours but only requires as much space as the standard eight-valve machine.


Chris Lowe (President Coca-Cola North America) says: “we saw a big opportunity to provide [more choice] while introducing a completely novel brand experience that can help catapult our customers' beverage offerings into the future”


I don’t really get it.


Sure, this machine should improve efficiency and maybe sell more drinks; however, I am not clear what it will do for the consumers brand experience.


Clearly it is vital for restaurants to build great brand experiences. For me this is achieved best by promising and delivering great food & beverages and adding some service magic that will really delight consumers.

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