Joffreys: Joffreys Coffee & Tea | Gourmet Coffee & Tea Company

The Initial Meeting
Before coming to QG for website and marketing strategies, Joffrey's had already been established as one of Tampa's local treasures. Despite a a previously lackluster online presence, our client had based a large part of its growth in the person to person interaction that came with their coffee shops that made their brand memorable. Ultimately, this would be the inspiration for the online campaigns to come later.

Although Joffrey's had their logoSee more on logo design & logo development. on a website that was selling their coffee, the fact was that it wasn't actually Joffrey's who created and maintained the website. We knew we had to change this - their online presence was just recently becoming a focus!


We always share with clients the importance of SEOSearch Engine Optimization (Search Engine Optimization). In most cases, planning for an SEO strategy takes places before the design and development of a website is implemented. For Joffrey's, it had to be the absolute first step as its structure would have to be mapped out before anything else could be built. We knew that getting the framework right the first time would mean more search engine exposure and more sales and leads for our client.

Establishing Joffrey's Online
Presenting Joffrey's online wasn't just about releasing a shopping cart to their website - that would be too easy! It was about incorporating new concepts and re-introducing the Joffrey's brand to the web environment and build it up to what is typically is in person - a place that serves masterfully roasted and brewed coffees with a rich background and true passion for each and every bean.


Of course, the online store offered all of the varieties of coffees, teas, and accessories any coffee or tea lover could ask for. In addition to this, product promotions were sent out in email marketing campaigns so that customers could receive discounts on future purchases. This helped in multiple ways - not only would it drive more purchases, but it would teach people that the way to order is to do it online! Offering a free pound of a specific coffee also helped with moving overstock out of the warehouse.


Online promotions were also filtered through affiliate marketing campaigns so additional retailers interested in a commission could sign up to help advertise Joffrey's new website. Also, the idea was to carefully select affiliates based on how a potential Joffrey's customer's online activity. Although we tend to recommend different affiliate networks, Joffrey's had its heart set on utilizing LinkShare. We developed custom programming into their e-commerce shopping cart to allow affiliate partners the ability to sell Joffrey's on their site. Instead of just a single affiliate link, we also programmed it so that potential affiliates could also offer specific products on their site, rather than just a standard graphic banner ad.

In developing their marketing plan, it was critical to target both the wholesale and retail markets. We knew that coffee drinkers would enjoy and connect with this idea and that distributors would be able to easily incorporate it in their own ventures.

Both audiences required great attention to printed materials that would convey this new face of Joffrey's. Some of these pieces included: coffee & tea catalog, posters, wholesale program catalog, menus, seasonal promotions, and more.

Journey to Your Cup
Social responsibility is a keyword throughout the coffee retail industry. The fact that Joffrey's offers fair trade and organic coffees met this profile as well. Bingo! Chris, Joffrey's acclaimed Roastmaster, has developed close working relationships with the farm estate managers and the farmers themselves. The idea that Joffrey's was involved not only in the coffee but also with the people who grew and harvested it meant that the first hand experience could be passed down from field to cup.

Educate by Experience
Taking customers through the art of the coffee process was a way to share Joffrey's passion. One of the main challenges with the Joffrey's logo is that the complete logo is on a purple striped background, which can limit some of the design elements for their advertisements. We helped to set the standard to allow Joffrey's step "outside of the box" and focus on the Joffrey's text and using the cup without the background when appropriate.

Seasonal Promotions
One of Joffrey's main draws for the retail market is their expertly roasted flavored coffees. To bring attention to the personalities of each of flavor, we designed seasonal flyers for Joffrey's distribution and wholesale channels.


The wholesale market, especially in the food industry, is a vast and varied audience. With specific targeted groups, we were able to narrow down the channels in which the most potential could be identified and provide tailored marketing pieces for capture.