The Coffee Bean & Tea Leaf® Teams up With the Playlist Generation to Infuse a Customized Music Identity Into the Store Experience

by TheGroundBean on April 17, 2012

coffee-bean-logoThe Coffee Bean & Tea Leaf® is inviting customers to sip to the beat of a different drummer. The specialty coffee and tea retailer has teamed up with The Playlist Generation, a collective of the best music minds who curate customized music sets for world renowned brands, to add a personalized audio flavor to its 269 company owned stores. This is the first time The Playlist Generation has developed a signature sound, or Sonic Identity, for a coffee retailer – placing The Coffee Bean & Tea Leaf® at the forefront of several industry-first music initiatives in a retail setting.

As the official music curators of The Coffee Bean & Tea Leaf®, The Playlist Generation analyzes every song selected to ensure it’s consistent with the voice and energy of the brand. The unique Sonic Identity for The Coffee Bean & Tea Leaf® is comprised of both recognizable and lesser known tracks from different eras that are fun, energetic and locally relevant. This includes covers, remixes of well known and older tracks, timeless originals, and up-and-coming artists like Mayer Hawthorne, Asa, and Oh Land, whom customers may not expect to hear in a retail space or coffee shop.

The soundtrack is also strategically correlated with store traffic patterns. During the morning rush, faster music is played to match the energy of the store. In the afternoon, medium tempo music fosters an environment that inspires customers to relax while they enjoy their Chai Lattes and Original Ice Blendeds®. All music is identified by artist and song name on the in-store television screens so guests can further connect to the featured artists.

With its customized music set from The Playlist Generation, The Coffee Bean & Tea Leaf® is engaging with its loyal customers on a whole new level. “We are fully focused on enhancing every aspect of our customer experience,” said Mel Elias, President and CEO, The Coffee Bean & Tea Leaf®. “The Playlist Generation has truly translated our brand into a distinct sound for our stores which has resulted in a phenomenal response from our customers and our Team Members.”

Michael Smith, CEO, The Playlist Generation, stated, “With their unique Sonic Identity, The Coffee Bean & Tea Leaf® is differentiated from the generic coffeehouse sound and has created a platform for many of the next great artists of tomorrow to be heard.”

ABOUT THE COFFEE BEAN & TEA LEAF®
Born and brewed in Southern California since 1963, The Coffee Bean & Tea Leaf® is the oldest and largest privately-held specialty coffee and tea retailer in the United States. Embodying a passion for connecting loyal customers to one another with carefully handcrafted products, the company is known for sourcing and providing the finest ingredients and flavors from around the world. For nearly 50 years, The Coffee Bean & Tea Leaf® has demonstrated a passion for product innovation epitomized by The Original Ice Blended® beverage. The company has grown to be an international icon and currently has more than 800 stores in 23 countries. In 2010, The Coffee Bean & Tea Leaf® launched the CBTL® Single Serve Beverage System that allows consumers to make their favorite espresso, brewed coffee, tea and specialty beverages at home, at the touch of a button. For more information, visit http://www.coffeebean.com or http://www.facebook.com/coffeebean.

ABOUT THE PLAYLIST GENERATION
The Playlist Generation consists of a collective of the best minds in discovering and selecting music to provide holistic music branding solutions. As the premiere creator of custom playlists and background music, The Playlist Generation works with top global brands, major motion pictures, network television shows, top restaurants, large-scale events, and world-class hotels amongst others to create Sonic Identities. Members of The Playlist Generation have toured the world as DJs and musicians with artists like Kanye West, The Killers & Rihanna in addition to creating event soundtracks for a number of notable brands such as Chanel, Intermix, Jaguar & Vanity Fair. CEO Michael Smith started off DJing events in Los Angeles and is now a sonic branding strategist for the world’s most elite clientele, working with his team to create Sonic Identities, Background Music, Music Supervision, Interactive Marketing and Event Music. For more information, visit: http://www.theplaylistgeneration.com/

For more information about The Coffee Bean & Tea Leaf®, please contact JS² Communications at (323) 866-0880 or email cgilmour@js2comm.com or dhossfeld@js2comm.com.

Related Posts Plugin for WordPress, Blogger...

Leave a Comment

Previous post:

Next post: