New Retail Store Offers Multi-Sensory Destination Experience to Consumers in Massachusetts
BURLINGTON, MASS. – November 8, 2013 –Green Mountain Coffee Roasters, Inc. (GMCR) (NASDAQ: GMCR), a leader in specialty coffee and coffeemakers with its innovative Keurig® brewing technology, today opened the doors of its first Keurig℠ Store. Located in Burlington, Massachusetts, the 1,900 square foot retail space will serve as a Keurig® destination and provide consumers the opportunity to experience the popular brand in an interactive and multi-sensory environment.
"We are thrilled to introduce our revolutionary Keurig brewers combined with our unparalleled beverage portfolio to consumers in the form of an exclusively Keurig retail destination," said GMCR Senior Vice President Mark Wood. "As the leading single serve brewer brand in North America, Keurig has gained a strong and passionate following among consumers. The opening of our own retail store allows us to connect with fans in a new and inventive way by offering a one-of-a-kind destination for shoppers to learn more about our brands, interact with our brewing systems, and fall in love with Keurig. We will also use this direct-to-consumer environment as a learning opportunity, where we can gather unique insights to share with our retail customers."
The Keurig Store
The Keurig℠ Store, located in the upscale Burlington Mall® just 14 miles outside of Boston, is designed to showcase the full line of Keurig® brewing systems in one place. Taking beverage selection to another level, the Keurig℠ Store also features a "Pick-a-Pack" wall, where shoppers can build their own boxes of individually-selected Keurig Brewed® beverages. Showcasing the unparalleled choice and variety available within the Keurig® system, the "Pick-a-Pack" wall makes it possible for consumers to purchase a variety of beverages to brew at home.
Evoking the comforts of home, the Keurig℠ Store is designed to provide an intimate environment where shoppers can interact, play and taste. Design details of the store include dark, wood-grain tiling, hand-blown specialty light fixtures that create warmth and intimacy, interactive touch screens with a unique beverage selection tool, and central demonstration and tasting areas reminiscent of a family kitchen.
Grand Opening Celebrations
Brew the Love at Home
To commemorate the grand opening, the Keurig℠ Store is offering several exciting store promotions and activities throughout the Veteran's Day weekend:
Happy National Cappuccino Day
- To extend the excitement of this new venture, the first 100 Keurig® fans to walk through the doors of the Keurig℠ Store this morning were surprised with a complimentary Keurig® Vue® V700 single-cup brewer, the brand's most innovative brewing system available today.
A Cup of Coffee with Santa
- As the Keurig℠ Store grand opening coincides with National Cappuccino Day, GMCR also announces it will share the love of authentic cappuccinos, lattes and espresso, by gifting a Keurig® Rivo® Cappuccino and Latte system to the first 50 shoppers celebrating a birthday or wedding anniversary on November 8. A valid ID or marriage certificate is required to be eligible, and consumers may come to the Keurig℠ Store to receive their gift while supplies last.
- As Veteran's Weekend also kicks off the start of the holiday shopping season, GMCR is demonstrating its innovative technology at the Burlington Mall Center Court alongside the largest Santa photo program in the country. Shoppers can join in the Santa festivities and keep warm with a cup of their favorite Keurig Brewed® beverage, including coffee and hot cocoa.
The Keurig℠ Store is located in the Burlington Mall at 75 Middlesex Turnpike, Burlington, MA 01803-5327. Store hours of operation are: Monday – Saturday 10AM – 9PM, Sunday 11AM – 6PM. For additional information on store news and information, please visit www.keurig.com/retail or www.Facebook.com/Keurig.
About Green Mountain Coffee Roasters, Inc.
As a leader in specialty coffee and single serve beverages with its innovative Keurig® brewing technology, Green Mountain Coffee Roasters, Inc. (NASDAQ: GMCR) is recognized for its award-winning coffees, Keurig® Brewing systems, and socially responsible business practices. GMCR supports local and global communities by investing in sustainably-grown coffee and allocating a portion of its pre-tax profits to socially and environmentally responsible initiatives. For more information, please visit www.GMCR.com, www.greenmountaincoffee.com, or www.keurig.com.
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