Peet’s Coffee and Tea has focused on building relationships and founding a community since it’s founding. In 1966 Alfred Peet opened a coffee shop in Berkley, California where he roasted coffee beans using techniques he learned in his native Holland. The shop soon became a place for the community to gather as well as a place for consumers to purchase and learn about Peet’s products. Now a large-scale chain, Peet’s developed the Peetniks member program to develop and maintain a sense of community that will enhance consumers’ experiences as well as bolster sales.
1. How does the Peetniks program create a sense of group influence?
2. What hard benefits do members get from belonging to the Peetniks program?