![]() ![]() I honestly think we’re at our best when we are speaking from the heart, when we’re conversational with our customers and when we’re perhaps not as slick as when we try to present ourselves like a monolith. That’s because our brand is about embodying the spirit of the phrase and what it represents. It’s very intentional that there are no tigers anywhere in our branding and there never will be as long as I’m CEO. Whether you’re going to give a speech to the UN, compete in a cycling race or perform brain surgery, it doesn’t matter who you are, if you’re a coffee drinker you’re going to get coffee first. Our brand speaks to how the coffee ritual fits into your day. That’s why the design of the Go Get Em Tiger brand sprung from the heart and centres on accessibility and fun. Our intention has always been to deliver truly great coffee to a wider audience and perfect the coffee ritual. It’s something that a parent would say to their child for encouragement before they go to school or play sports. The name ‘Go Get Em Tiger’ is a throwback to an American phrase that has largely dropped out of the lexicon. What are the founding pillars of your brand? Kyle Glanville, CEO and Co-founder, Go Get Em Tiger The US Barista Champion speaks to 5THWAVE about the founding principles of his brand and how the business painstakingly crafts each customer’s coffee ritual across its ten stores Founders know if they can launch it with us, it will be really successful.What does it take to build and scale a successful coffee shop brand? Kyle Glanville is CEO and Co-founder of Go Get Em Tiger, a celebrated specialty roaster and café group in Los Angeles. “If you want to get into any other retail stores, it takes so long,” says president Josephine Antoci. Antoci will continue to push for new brands to launch exclusively at Erewhon, he adds, like the highly anticipated line of canned drinks from cafe startup Cha Cha Matcha, which were unveiled across stores in September. ![]() But with Whole Foods having ended its in-store demo program and changed how it brings on smaller, regional brands after Amazon acquired it in 2017, Tony Antoci says there’s an opportunity for Erewhon to become an even bigger destination for mom-and-pop producers. Whole Foods Market became known for doing the same over the years, on a much bigger scale. “Oddly enough, I didn't want to open a restaurant, but I'm glad to say I don’t have a restaurant.”Įrewhon has taken chances on countless food entrepreneurs like billionaire GT Dave over the years, giving founders their first shelf spaces, along with the opportunity to hand out samples in-store and hear feedback from potential customers. “We realized pretty quickly that food service was going to be the driving force behind the business,” Tony Antoci says. ![]() To capitalize on this further, Erewhon recently launched delivery on Instacart for grocery items and Postmates for prepared meals. So many loyal customers now come in daily for a meal that Erewhon makes $2,500 per square foot, making it more than four times as productive as most other grocery stores. Sales have increased tenfold since the 2011 acquisition. They also significantly expanded the prepared foods business, which now makes up more than 40% of sales, according to the company, which declined to disclose revenue.Įrewhon has seen double-digit growth each year that the Antocis have been owners, Tony says. With Tony heading up operations and Josephine focusing on the products, they overhauled the store’s merchandise and purchasing. Erewhon is known for its line of fresh juices squeezed in-house. ![]()
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