Case Study: Family Express Coff ee is a signature category at Family Express, a 60-unit chain of convenience stores based in Valparaiso, Indiana. As Founder Gus Olympidis explains: ‘It is a highly invested area for us, and our drip program is as good as it gets.’ Unfortunately, coff ee sales at Family Express had been slip- ping for several years. To slow the slide, prices were lowered and new, exotic drip fl avors introduced, but, as Olympi

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