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To build a Bad Ass brand, Scott Snyder knows you need one good story.
of Snyder journey as CEO of Bad Hawaiian coffee began as a mission to help the brand regain its footing, but soon evolved into a larger vision. Originally brought in to help turn around operations, he quickly saw the tremendous potential of the brand.
“We took the brand assets and went to work putting this master plan together,” he recalled in a chat with the host. Shawn Walchef e Cali BBQ Media.
He pointed to the opportunity he and a team of Denver-based investors saw when they first took ownership in 2019.
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More than just a name, Bad Ass Coffee of Hawaii tells the story of the donkeys that once carried coffee beans down the volcanic slopes of Hawaii.
As Snyder says, “This is as much a part of Hawaiian history as coffee itself. And so this is a unique and possessable truth.”
But the meaning of “Bad Ass” goes beyond donkeys. There's a deeper, more universal connection for Snyder: “There's a bad guy in everybody, right? A real bad guy goes out and does really big things in the world without much promote oneself.”
He aims to infuse this spirit into every aspect of the brand, creating an experiential atmosphere that resonates with customers.
Reaching a wide and diverse audience
Snyder was eager to breathe new life into the already beloved name, creating a strategic plan to set the brand apart in a competitive industry. The timing of the brand's transformation could not be more ironic. “We went to work in 2019,” he says. “Blessed with perfect timing, we launched the new logo, packaging and store design on Friday 13 March 2020.”
Despite the challenges the brand faced amid the onset of the Covid-19 pandemic, the passion and vision behind the rebrand was unstoppable. Bad coffee it has since grown into an even more popular name.
For Snyder, Bad Ass Coffee isn't just about the product—it's about the experience. He has made it a priority to ensure that each location tells a story that speaks to the rich heritage of Hawaiian coffee and the unique identity of each store.
“You go into a coffee shop, you might be lucky enough to find a Kona blend…we have a whole shelf full of 100% and unique Hawaiian blends,” notes Snyder, pointing to the deep connection between the brand and Hawaii. the history of coffee growing.
Under Snyder's leadership, Bad Ass Coffee has cultivated a diverse fan base that spans various ages and income levels, and from seasoned coffee enthusiasts to novices.
Based on his experience in digital marketingSnyder has prioritized tailoring the brand's messaging to each segment of its audience. With a broad demographic, Snyder's goal has been to grow the brand beyond its cult-like following and build a larger, more loyal customer base.
“Knowing what's the right product and what's the right channel, I think that's the most important thing I learned in my agency days… You have to make sure your messages are on the right message at the right time, in the right . person, through the right channel,” explains Snyder. “From day one, our goal was to build a base.”
Through Snyder's vision and leadership, Bad Ass Coffee of Hawaii has not only grown into an experiential brand rooted in Hawaiian history, but has also expanded its audience, ensuring it remains relevant and beloved by a community. different. they drink coffee.
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