darleen scherer
darleen scherer
Brand Strategy, Product Development, Marketing, Menu Creation, Retail Planning
In 2002 New York City had no independent, specialty coffee companies. There were Starbucks and family-owned cafes but no brand that focused on quality coffee and skilled drink preparation.
BUILD iconic coffee company that attracts loyal customers in NYC and beyond.
PROMOTE brand and build revenue through strategic grocery placement.
INNOVATE with new products for wholesale and retail.
POSITION brand as a leader in NYC’s artisanal movement.
Maintained 20% revenue growth year after year.
Launched the first shelf-stable cold brew to critical acclaim and customer support.
Secured “preferred local roaster” position in Northeast Whole Foods Markets after years of top sales in all stores.
Built community around craft with local artisan collaborations, like Gorilla Warfare, a Six Point Brewery + Gorilla Coffee porter which beer advocate gave a 92% rating.
Named “the Godmother of New York coffee” by the press, nominated to Executive Council of the Roasters Guild, sensory judge at national barista competitions and cupping judge at various international coffee competitions.
Doubled revenue with $0 spend by partnering with leading Japanese retail firm to launch Gorilla Coffee Japan, opening three coffee bars and one roastery in the heart of Tokyo.