The former Pepsico executive will lead brand strategy for the Michigan-based operator while spearheading product development and digital initiatives to improve customer experience
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Biggby Coffee has an ambitious goal of reaching 1,000 US outlets by 2028 | Photo credit: Biggby Coffee
Biggby Coffee has appointed former Pepsico Marketing Director Rita Bettino as its new Chief Marketing Officer.
The Michigan-based coffee chain, which has 360 stores across the US, said Bettino will assume responsibility for leveraging brand strategy, product development and digital initiatives to boost customer engagement and experience.
Additionally, Bettino will support franchisee profitability, boost employee well-being and ensure a community-centered customer experience.
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“Biggby Coffee prides itself on being a different kind of coffee shop – one that is striving to positively change the industry. I am ecstatic to lean into this new venture and help them accomplish that vision,” said Bettino.
Founded in 1995, Biggby Coffee currently has a presence across 13 US states, primarily in Michigan, Indiana, Ohio and Wisconsin. In October 2022 the coffee chain set a goal of reaching 1,000 US outlets by 2028.