Subscribe to Entrepreneur for $5
Subscribe

David vs. Goliath

In the war against Starbucks, independent coffeehouses have a viral marketer on their side.

By
This story appears in the August 2006 issue of Entrepreneur. Subscribe »

Greg Ubert wants to save the independent coffeehouse from extinction. A Harvard-trained economist, he's waging a grass-roots marketing war against Starbucks. "Independent coffeehouses recognize the need to compete against the behemoth," says the 39-year-old founder and president of CrimsonCup.

Launched as a wholesaler of coffee beans in 1991, the $5 million Columbus, Ohio, firm crusades for the survival of its customer base--360 independent coffeehouses. By offering marketing support, consulting and everything from beans to advertising banners, CrimsonCup ensures customers gain the benefits of a recognizable national brand without sacrificing the authenticity of independence.

Continue reading this article -- and everything on Entrepreneur!

Become a member to get unlimited access and support the voices you want to hear more from. Get full access to Entrepreneur for just $5!

Get 3 months free with code ZENDESK

Presented by zendesk

Get 3 months free with code
				ZENDESK