coffee business strategies

I almost fell out of my chair when I read the following:

Stew’s Announces Cof-free Hours When Starbucks Stores Close

NORWALK, Conn., Feb. 19 /PRNewswire/ — Starbucks recently publicized that all 7,100 company-owned stores will close between 5:30 and 8:30 p.m. local time on February 26 to retrain more than 135,000 employees in an effort to create “a renewed focus on espresso standards.”

Stew Leonard’s, which roasts its 20 varieties of coffee fresh in-house and brews more than 2,000 pounds of beans every day, today announced that during those same hours on February 26th, all four of its store locations will offer free cups of coffee, cappuccino or espresso.

“We know what it’s like when you need your java jolt, so while Starbucks is turning customers away, we’ll be welcoming them with open arms and a free cup,” said Stew Leonard, Jr. “We actually got this idea from Mike Perry, owner of Coffee Klatch Roasting in southern California, who was visiting our stores the other day. His coffee shops have been recognized as serving the ‘Best Espresso in the World’ at the 2007 World Barista Championship in Tokyo, Japan.”

Stew Leonard’s opened the coffee departments in 1992 in the Norwalk and Danbury locations, sourcing coffee beans from plantations all over the world and roasting them fresh in the store, right in front of the customer. When the Yonkers, N.Y. and Newington, Conn. locations opened in 1999 and 2007 respectively, they also included full-service coffee bars and in-house coffee roasters. In addition to fresh-roasted coffee, Stew Leonard’s makes authentic espresso and cappuccino drinks on traditional machines.

“Coffee is as perishable as lettuce. When it is exposed to air and stored at room temperature, it can become stale within 10 days. That’s why we decided to roast our own beans throughout the day, seven days a week,” said Stew. “For people who have not experienced our fresh-roasted coffee, February 26 between 5:30 and 8:30 P.M. will be a great time to come in.”

Stew Leonard’s, a family-owned and operated fresh food store founded in 1969, has four stores in Norwalk, Danbury, and Newington, Conn. and Yonkers, N.Y. The company was named among FORTUNE magazine’s “100 Best Companies to Work for in America” for the past seven consecutive years. For more information, visit Stew Leonard’s website at http://www.stewleonards.com.

So how often do you see someone pay to promote someone else’s message? Giving credit where credit is due. Pretty cool. Thanks Stew’s!