Motto: Consistent, Fast, Rewarding
Logo: 
Advertising: We placed sandwich boards at both entrances to the hallway with very very simple messaging and gave out “one free coffee or tea next week” coupons to people who did not enter the kiosk.
Business Results:
- Two smaller competitors closed within 4 months, 143 Coffee added 2 full-time employees to handle the extra load.
- The company also lowered their food offering to only muffins, dropped breakfast sandwiches, bagels, and lattes, and made only pre-brewed green tea.
- They nearly doubled their morning rush throughput.
- One of their competitors is testing an express line idea to get more people through their own process.
Notes: The initial logo designed by the company was a smiling person enjoying the smell of a cup of coffee in one hand while caressing the saucer in the other. A great logo, it conveyed quality, enjoyment and engagement, but the consumers wanted fast and consistent (and the company added rewarding after the branding exercise),”