darleen scherer
darleen scherer
Brand Strategy, Product Development, Marketing, Menu Creation, Retail Planning
The New York City coffee landscape in 2014 was crowded with multinational coffee chains and Australian cafes. No local coffee brand was pairing skilled drink preparation with a high-quality prepared foods menu.
BUILD press attention around next generation coffee company serving quality prepared foods.
ATTRACT top barista talent in NYC.
BRIDGE the gap between skilled manual preparation + automation.
Garnered glowing press from major publications: The New York Times, New York Magazine, Wall Street Journal, Grubstreet, Sprudge, Edible Brooklyn, TimeOut, Tasting Table, Food52, Trip Advisor, Eater, Heritage Radio, Zagat, Unpacking Coffee.
Maintained 20% revenue growth year after year.
Built a lean, multi-disciplinary team of 10 people who served roles in training, store management, wholesale sales, graphic design, events management, menu development.
Landed wholesale accounts that wanted to duplicate our “new technology meets manual preparation” model for both coffee and food preparation.