Branded Content Analysis: Foxtail Coffee Co.
This month we’re taking a look at the local Orlando coffee chain, Foxtail Coffee Company. Foxtail first caught our attention because it was a new and different alternative to the standard Starbucks or Dunkin’. Then we started to notice all the press the brand was getting and decided to dig a little deeper and see what the fuss is all about.
Am I glad we did! Foxtail Coffee has a terrific story, has made several very smart business moves and it turns out that I love their coffee!
So kick back with a cup o’Joe and take a peek at the Foxtail Coffee brand.
Rapid Growth, Smart Growth
Foxtail Coffee Co. opened its’ first location in 2017 in Winter Park, FL. Today, just two years later, there are a total of 12 Foxtail Coffee locations in Central Florida, with 4 more locations ‘brewing’ soon! Earlier this year they were voted Best Coffee in the 2019 Orlando Weekly “Best Of” Awards and maintain partnerships with several different local brands. That’s impressive for a two-year-old business!
Foxtail Coffee is the result of two childhood friends who teamed up to launch the business. They share the same vision for the brand: source only sustainable coffee beans, roast the bean in-house, establish shops in prime locations and maintain the same level of comfort, quality and customer service at every location.
What I See
What do I see when I look at a Foxtail Coffee location? A hip, modern coffee shop for starters. Warm wood tones, lots of natural light and an industrial-chic vibe are standard at all locations. The menu is an eclectic mix of coffeehouse staples like lattes, espressos and mochas, interspersed with unique drinks that are hard to find elsewhere (the café con leche is delicious, and my personal favorite!). I also see a lot of dogs. Foxtail is pet-friendly, offering puppuccinos to their furry customers. I see this theme of easy, casual, warm and welcoming carried through from location to location, on their blog and in their mailers.
I’ve also noticed that the company is not shy about partnerships and is very strategic in choosing their locations. They have partnerships with Bruno Bagels and Nicole Macaron to sell their products in the coffeehouses and have reached out to iconic brands like Tommy Hilfiger to open a coffee shop inside the Hilfiger’s at Orlando Vineland Premium Outlets. Another strategic location? The UCF bookstore where Foxtail is the first local coffee shop to be located inside a Barnes & Noble. Both of these locations offer easy access to a wide range of coffee-loving customers in an environment where coffee drinking is encouraged. Sip and browse, shop or read to your heart’s content.
That’s not all. In another smart location choice, Foxtails’ Hourglass Social House is in a converted gas station, serves breakfast, lunch and dinner, beer and wine alongside their coffee. This location has earned the attention of Architectural Digest.
What I Get
What I get is a warm and welcoming spot to meet up with friends, hang out and do some work, or just people watch. Once I signed up for their promos, I started getting high-value coupons and deals delivered with just enough frequency to remind me that Foxtail is out there waiting with my café con leche without being too frequent or intrusive. The coffee is delicious. I don’t know if it’s the fact that the beans are sustainably farmed and harvested or locally roasted, but they taste different from the standard coffeehouse fare. Like other coffee shops, Foxtail tweaks their menu with the seasons, so you can get your Pumpkin latte in the fall and your Peppermint mocha in the winter or try something totally different!
They roast the beans at their Winter Park flagship store and offer customers a chance to experience the roasting process for themselves through Roasting Classes. This kind of behind-the-scenes offering is always a hit with consumers, especially for small, local brands. Offering a class like this and sending participants away with two bags of beans they just roasted themselves is a brilliant marketing move.
What I Love
What I love most about Foxtail is their consistency. They have a consistent look across their 11 locations. They have a consistent menu. They are consistently dedicated to quality; quality service, quality beans, quality atmosphere. All in all, Foxtail Coffee Co. knows what their brand is and they stick to it.
As Foxtail Coffee Co. proves, you don’t have to go it alone. Partnerships can be used to strategically advance or place your brand. What can a partnership with Orlando Content Marketing do for your business? Contact us to find out!