![]() Like I said: deciding to partner with elite coffeehouses in order to test the field and build loyalty isn’t new ”but the thoughtful way Supersonic is achieving it with a superbly conceived and designed program is. For the two months that the Pioneer Partners have been trying out Supersonic Coffee in their cafes, the Co-pilots have been taken care of directly by the Supersonic team via gifts of coffee samples for home use, and limited edition gear. Commemorated by engraved titanium keychains, one for the Pioneer and three for the customers selected, this side program is called Co-pilots. The welcome kit also included printed cards that detailed another branch of the Pioneer Program: each company was given the opportunity to invite three of their customers to be a part of this early loyalty initiative. Of the 12 companies that Supersonic reached out to, nine hopped on board, which is a pretty phenomenal success rate. The Supersonic Coffee Pioneer Partner kit was sent to 12 coffee companies in North America with the invitation to join the program and serve Supersonic Coffee for two months. Each Pioneer Partner was set up with a unique email address for direct communication with the Supersonic team. “Instead of simply sending coffee samples, we sent a system for communicating directly with us to provide valuable feedback,” says Supersonic’s Brian in a press release issued today. Supersonic’s Pioneer Partners are under no obligation to continue using Supersonic after the two month period, but of course Supersonic hopes they will. All are run by great people who we are giddy to work with.” Supersonic Coffee’s Pioneer Partner welcome kit. Others serve as an amazing oasis for specialty coffee in an underserved market. Some are extremely cutting edge and trend setting shops in large cities. Firstly, we respect their opinions, their palates, and their execution. We chose them based on a lot of different factors. “So we narrowed it down to a more manageable number. “We compiled a ‘love list’ that was actually well over 50 shops long, but we didn’t have room for 50 Pioneers,” says Jay on how the Pioneer Partners were selected. Supersonic provided nine companies across the United States with a complete program, which included a welcome kit outlining the goals, among which were retail exclusivity for two months. It’s not a brand-new concept ”that is, to bring on trusted and respected coffee companies to try your roasts in exchange for feedback and distinction as early adopters. ![]() This story is about the film side and the Pioneer Partner program. Their roll-out has been dramatic, and beautifully executed: Get the name and the brand out, plus some super yummy and highly coveted samples, at the SCAA show in April of 2014 partner with a some of the most progressive coffee companies in North America to be the first to serve Supersonic through an outreach called the Pioneer Partner program get some wow-factor allied companies on board ( Supersonic is exclusive with Alpha Dominiche and Nordic Approach in the United States) and, in the final countdown to doors being open for serious business in September, make a beautiful short film about the Pioneer Partner program that shows all the sides of the Supersonic Coffee movement: its humanity and ethics its commitment to wholesale partners its dedication to working out every single last new-business kink before throwing wide the doors and its insanely high standards for quality across the board, from people to coffee itself. Three members of the Supersonic Coffee team ”from left, consultant Lizz Hudson, Björg Brend Laird, and John Laird ”chat during the Big Western Regional Barista Championship held in L.A. Supersonic’s crew is impressive to say the least: Björg Brend Laird, chief organizer of the Nordic Barista Cup since 2006 John Laird, formerly of Verve Coffee and Pacific Bay Brian Jones of Dear Coffee, I Love You Lizz Hudson (on a consulting basis), formerly of Stumptown Coffee Jay Lijewski, formerly of Fourbarrel Coffee and Intelligentsia and other heavy hitters with decades of industry experience. When the team from Northern California-based Supersonic Coffee debuted the company during the Specialty Coffee Association of America show in 2014, we were hardly the only ones who sat up and took notice.
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