Maintaining a Brand Amid Change

Philly coffee lovers are pretty proud of La Colombe’s local roots.

So it’s no surprise Chobani’s $900 million acquisition of the coffee company in December has gotten some attention.

Questions about La Colombe losing its hometown feel have been percolating among the loyal customer base.

As the acquisition plays out, the brands have taken smart steps to stay ahead of the narrative.

Earlier this year, the Inquirer published an update on internal changes driven by the acquisition.

Some baristas described staff meetings as having a more corporate feel. Others claim new management enforces stricter rules.

However, the overall message offers a well-executed story.

With Change, Communication is Key

The consistent messaging has also played out among other company leaders in more targeted media hits.

Director of Operations Bill Cooper talked about the operational success of the acquisition in an interview with Food Drive.

“Now that it’s finally here, people are thoroughly excited about it. In terms of resource sharing and resource relocating, there’s no shortage of that.”
 
Offering a deeper dive into operations changes, Cooper’s narrative aligns with other messaging.

Consistent messaging in the media is difficult to conquer, but La Colombe and Chobani are taking a strategic approach. That includes letting La Colombe’s Philly roots stand in for its independence and grit.

CMO of La Colombe, Kathryn O’Connor, told the Inquirer: “A big component of the La Colombe brand is being from Philadelphia. We are a national brand now, but our home is Philadelphia, and we don’t intend to change that.”

Chobani leaders echoed similar sentiments.

“La Colombe is not… becoming Chobani. It stays what it is. It’s got the Philadelphia edge. It’s got the grit. It’s got the personality,” explained Hamdi Ulukaya, the CEO and founder of Chobani.