Some brands speak distinctly for themselves, through the quality a customer knows she can expect, by the attractive packaging and through the customer’s order fulfillment experience. I’ve become a regular customer of a coffee roaster located in Jacksonville, Florida, and I drive to buy that roaster’s beans because I know I can expect amazing Ethiopian and Kenyan beans and they’ll be roasted to perfection. I also drive to this particular outlet—aptly named Coffee Roasters—because when I order a cup to go, Chris the barista will make a cup for me in the French press if I don’t want the particular brew featured that day. There’s a dessert and pastry case. I close my eyes when I walk by that. The chocolate cake alone should be listed among the deadly sins. So what makes the beans and the place so special otherwise?

Besides the coffee, the shop has live music several nights a week. The interior is airy and bright. Because of Heinrich, I learn Ethiopia is believed to be the home of the coffee bean. He practices what he preaches, taking care to see that quality is above all, important, so as not to roast the beans improperly and distort the taste. “We deliver the taste that the smell always promises but you rarely get elsewhere,” he said. 

I recall buying a bag of Ethiopian at a shop in South Carolina. The beans were so burned I figured the roaster had used charcoal. Heinrich talks about the roasting process with enthusiasm you find on coffee and tea blogs.

Word of mouth is the single greatest marketing asset a small business has. Sometimes Heinrich uses the shaker board tactic, when a person will stand outside on the corner with a sign. “That’s how I found the place,” a woman sipping an iced coffee tells me. He’s also had great support from a local TV news personality who praises the coffee and brings friends in. Groups from a local cigar bar come in often; they like the bold beans. Heinrich’s doing something right because I’m so impressed, I’m sharing my experience with our readers. It’s interesting to watch a new brand establish itself and work its way into the consumer’s preferences by what appear to be simple methods. But  equally important as having a superb product is delivering it with top-notch customer service. Heinrich says he hopes to get a website up soon for Coffee Roasters. Meanwhile, I’ll be dropping in frequently because Coffee Roasters beans are definitely to drive for. I predict a big hit once that website goes up. [Photo above of Robert Heinrich with his daughter.]

Technorati Tags: Beneath the Brand, Talent Zoo, Kay B. Day, coffee industry, coffee roasters, advertising, marketing, product strategy