There’s a reason we have a tension between consumers and specialty coffee companies. It’s called Complexity Bias, and the more you understand it, the more you can avoid the pitfalls.

Brand loyalty wins, but innovation breaks through the noise! Confusing, right?! Two articles battle it out but land in the same place. Let’s look at how to do what’s best for you.

Getting clear on what your customer wants, needs, and responds to will help you sell MORE COFFEE! Use your point of purchase display to grow your specialty coffee sales and test your new ideas.