Coffee Retail

Concept/Product Testing Case Study


A major food and beverage retailer wanted to understand the incrementality of increasing self-service offerings in a commercial coffee shop setting–specifically, impact on store traffic, impact on number of cups of (high margin) specialty coffee sold, chain satisfaction/appeal.

Research Design

Russell Research designed four variations of virtual self-serve coffee bars. We implemented an online monadic design to gauge the type(s) of beverages that would be initially ordered, the types of add-ons that would be selected and how the set-up of the coffee bar would impact the overall perceptions of the coffee retailer itself.


The research identified the coffee bar set-up with the most positive impact on store traffic and overall perceptions, while at the same time not limiting the number of specialty coffees (high margin) being ordered from the barista.