La Colombe Coffee Roasters was founded in 1994 in Philadelphia, Pennsylvania, with the notion that “America deserves better coffee.” The company provided attractive cafes and an online coffee subscription program to its customers. It supported ethical trade in the sourcing of its products and coffee innovation, which had led to the Draft Latte cold coffee, a ready-to-drink product available both at La Colombe Coffee Roasters cafes and in a variety of retail outlets. The company hired a customer experience consulting firm to design its virtual presence and provide a seamless experience for consumers both through its cafes and online. It operated in a high-margin competitive industry with a high rate of company shutdowns, making customer interface and product innovation essential. With new equity invested by a highly-successful venture capitalist, the company had to now decide whether to scale up into a mass market company or continue to serve a niche segment through its artisanal cafes.
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