Cases / Jittery Joe's × Georgia Wholesale
Georgia's best coffee, exactly where you are.
- Client
- Jittery Joe's × Georgia Wholesale
- Category
- Coffee, convenience retail
- Market
- Georgia, United States
- Brand positioning
- Go-to-market
- Messaging
- Customer journey
A premium coffee program that brings Athens' best-loved roaster into independent convenience stores across Georgia, run by Georgia Wholesale.
The challenge
Independent c-stores lose the morning to the chains. People want local quality but won't give up convenience for it, and the coffee decision takes less than 30 seconds.
What I did
I built the strategic foundation and the go-to-market: the insights, the positioning, one big idea, and a journey that sells the cup at every step, from the fuel pump to the next morning's visit.
What I delivered
- Market and consumer insights for Georgia
- Competitive landscape: chains, local roasters, regional programs
- Positioning and promise: “Premium coffee, made local, made easy.”
- The big idea: “Georgia's best coffee, exactly where you are.”
- Messaging for drinkers and for store operators
- Six moments: pump, door, coffee bar, first sip, checkout, return
- Tone of voice and vocabulary
- Loyalty line: “Every 6th cup free. See you tomorrow.”
The opportunity we built on
- 7,053+
- convenience stores in Georgia
- 73%
- year-over-year growth in c-store coffee
- +30%
- basket lift from premium coffee programs
From the work
Visual identity by design partners, from Alessandra’s strategy and brief.