The Michigan-based coffee chain says Michele Waits will help to develop a personalised digital marketing strategy as it seeks to reach 1,000 US stores by 2028
Biggby Coffee currently operates 340 stores across 13 US states | Photo credit: Biggby Coffee
US coffee chain Biggby Coffee has appointed former Starbucks and illycaffè executive Michele Waits as its new Chief Marketing Officer.
Founded in 1995, Biggby Coffee currently operates 340 stores across 13 US states.
Biggby Coffee said Waits will help streamline and modernise the company’s marketing strategy, including boosting its personalised digital marketing and social media campaigns.
“Michele brings a remarkable professional history to the team. As we work to drive the brand forward, her insights will empower the marketing team to connect with our customers in a more individualised way, streamlining and modernising our efforts,” said Michael McFall, co-CEO, Biggby Coffee.
Waits most recently served as Vice President of Marketing & Commercial Support at illycaffè North America, having also worked at Starbucks for 11 years in roles including Vice President of Global Product Innovation and Vice President of Asia Pacific Retail Marketing.
“Its emphasis on being mission-driven and delivering a custom-crafted consumer experience is what makes Biggby Coffee so unique. We offer a combination of great coffee and friendly service in a simple and unpretentious way that, I think, is really consistent with what consumers want today. Personalised digital marketing delivered through an app is a perfect way to be able to extend the 'any way you want it' conversation that we have in our stores to deliver a great customer experience outside of the stores as well,” she said.
Biggby Coffee, which is targeting 1,000 locations across the US by 2028, was one of the fastest growing branded coffee chains in the US last year. World Coffee Portal research shows the franchise-focused chain increased its store count by 29% in the 12 months to August 2022.