Biggby Coffee names former Starbucks executive as Chief Marketing Officer

The Michigan-based espresso chain says Michele Waits will assist to develop a personalised digital advertising and marketing technique because it seeks to succeed in 1,000 US shops by 2028

Biggby Espresso at the moment operates 340 shops throughout 13 US states | Photograph credit score: Biggby Espresso

US espresso chain Biggby Espresso has appointed former Starbucks and illycaffè government Michele Waits as its new Chief Advertising Officer. 

 

Based in 1995, Biggby Espresso at the moment operates 340 shops throughout 13 US states. 

Biggby Espresso mentioned Waits will assist streamline and modernise the corporate’s advertising and marketing technique, together with boosting its personalised digital advertising and marketing and social media campaigns. 

“Michele brings a outstanding skilled historical past to the workforce. As we work to drive the model ahead, her insights will empower the advertising and marketing workforce to attach with our prospects in a extra individualised approach, streamlining and modernising our efforts,” mentioned Michael McFall, co-CEO, Biggby Espresso. 

Waits most not too long ago served as Vice President of Advertising & Business Assist at illycaffè North America, having additionally labored at Starbucks for 11 years in roles together with Vice President of International Product Innovation and Vice President of Asia Pacific Retail Advertising. 

“Its emphasis on being mission-driven and delivering a custom-crafted shopper expertise is what makes Biggby Espresso so distinctive. We provide a mix of nice espresso and pleasant service in a easy and unpretentious approach that, I believe, is absolutely per what shoppers need at present. Personalised digital advertising and marketing delivered by means of an app is an ideal approach to have the ability to prolong the ‘any approach you need it’ dialog that we now have in our shops to ship an awesome buyer expertise outdoors of the shops as properly,” she mentioned. 

Biggby Espresso, which is concentrating on 1,000 locations across the US by 2028, was one of many quickest rising branded espresso chains within the US final 12 months. World Coffee Portal research exhibits the franchise-focused chain elevated its retailer depend by 29% within the 12 months to August 2022.