Automatic_Merchandiser_February-March_2020 - 24
Kevin Wethington (head of retail sales), Melissa Brown (founder/owner) and Chad Batten
(roast master) stand in front of a Well-Bean delivery truck.
through coffee booth but couldn't find
the right location, so her first retail
attempt for Well-Bean involved a coffee
cart on a college campus in Wake Forest, N.C.
"We had a little cart that we would
roll in and out every day," she recalled,
laughing. "We were near the library,
under a little 10-by-10 canopy. It was
quite the humble beginnings."
The coffee cart proved to be an
unsustainable business model due to
low foot traffic during bad weather,
summer and winter school breaks.
"It was a terrible idea - we spent
too much money and we made no
money, but we learned more about coffee," she said.
Brown applied that knowledge
when she found the right spot for the
drive-through coffee booth, which she
opened in 2014. She said running the
booth was fun, but that she knew she
was limited on how much money she
could make with such a small footprint. She turned her focus back to the
college campus, with multiple offices,
departments and buildings filled with
employees drinking coffee.
"I realized there was a company
delivering coffee to all the offices, and
I thought, 'Why can't we do that?'
Because, nobody likes the coffee there,"
24
Well-Bean's coffee drive-through booth
was a stepping stone from the coffee cart
to full office coffee service.
Brown says that 99% of Well-Bean's new
placements are for bean-to-cup machines,
like this de Jong DUKE Virtu 90.
she recalled. "So, I approached the
school." Brown was told that the coffee
service provider was also supplying the
school with snacks and beverages and
any necessary equipment.
"I said, 'I can do that!'" she continued. "And they said, 'No, I'm not sure
you can.' So I said, 'How can I prove to
you that I can do it?' They said that I'd
Automatic Merchandiser * February/March 2020
need a website where they could order;
I'd have to provide equipment. It took
me a year - and they only gave me one
office at a time, and then one building
at a time - but at the end of that year, I
had the whole campus. And that made
so much more money than the drivethrough, so I dove right into office
coffee in 2015."
Automatic_Merchandiser_February-March_2020
Table of Contents for the Digital Edition of Automatic_Merchandiser_February-March_2020
Leap of Faith
Editor's Note
Industry News
OCS Update
Classifieds
Social Hubs
Four Trends in Workplace Beverages
Technology Solution Selections
For the First Time, The NAMA Show Goes to Nashville
Automatic_Merchandiser_February-March_2020 - 1
Automatic_Merchandiser_February-March_2020 - 2
Automatic_Merchandiser_February-March_2020 - 3
Automatic_Merchandiser_February-March_2020 - 4
Automatic_Merchandiser_February-March_2020 - 5
Automatic_Merchandiser_February-March_2020 - Editor's Note
Automatic_Merchandiser_February-March_2020 - 7
Automatic_Merchandiser_February-March_2020 - Industry News
Automatic_Merchandiser_February-March_2020 - 9
Automatic_Merchandiser_February-March_2020 - 10
Automatic_Merchandiser_February-March_2020 - 11
Automatic_Merchandiser_February-March_2020 - 12
Automatic_Merchandiser_February-March_2020 - 13
Automatic_Merchandiser_February-March_2020 - OCS Update
Automatic_Merchandiser_February-March_2020 - 15
Automatic_Merchandiser_February-March_2020 - 16
Automatic_Merchandiser_February-March_2020 - 17
Automatic_Merchandiser_February-March_2020 - Four Trends in Workplace Beverages
Automatic_Merchandiser_February-March_2020 - 19
Automatic_Merchandiser_February-March_2020 - 20
Automatic_Merchandiser_February-March_2020 - 21
Automatic_Merchandiser_February-March_2020 - Leap of Faith
Automatic_Merchandiser_February-March_2020 - 23
Automatic_Merchandiser_February-March_2020 - 24
Automatic_Merchandiser_February-March_2020 - 25
Automatic_Merchandiser_February-March_2020 - 26
Automatic_Merchandiser_February-March_2020 - 27
Automatic_Merchandiser_February-March_2020 - 28
Automatic_Merchandiser_February-March_2020 - 29
Automatic_Merchandiser_February-March_2020 - 30
Automatic_Merchandiser_February-March_2020 - 31
Automatic_Merchandiser_February-March_2020 - Technology Solution Selections
Automatic_Merchandiser_February-March_2020 - 33
Automatic_Merchandiser_February-March_2020 - 34
Automatic_Merchandiser_February-March_2020 - 35
Automatic_Merchandiser_February-March_2020 - 36
Automatic_Merchandiser_February-March_2020 - 37
Automatic_Merchandiser_February-March_2020 - 38
Automatic_Merchandiser_February-March_2020 - 39
Automatic_Merchandiser_February-March_2020 - For the First Time, The NAMA Show Goes to Nashville
Automatic_Merchandiser_February-March_2020 - 41
Automatic_Merchandiser_February-March_2020 - 42
Automatic_Merchandiser_February-March_2020 - 43
Automatic_Merchandiser_February-March_2020 - Classifieds
Automatic_Merchandiser_February-March_2020 - 45
Automatic_Merchandiser_February-March_2020 - Social Hubs
Automatic_Merchandiser_February-March_2020 - 47
Automatic_Merchandiser_February-March_2020 - 48
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