Part of Starbucks Corporation Team Up to Serve Freshly Brewed Premium Coffee Onboard All Flights
Relationship Leverages Delta's Global Network to Continue Seattle Best Coffee's Mission of "Great Coffee Everywhere"
Delta Air Lines (NYSE: DAL) and Seattle's Best Coffee, part of Starbucks Corporation (NASDAQ: SBUX), announced on February 8th a new agreement that will offer Delta customers freshly brewed Seattle's Best Coffee® onboard all domestic and international Delta and Delta Connection flights beginning March 2011. Seattle's Best Coffee will be available on Trans Pacific flights from today and Asia flights from March 15th.
For Delta, the move is part of the company's $2 billion investment in the customer experience on the ground and in the air. For Seattle's Best, the agreement reflects the next step in its ongoing strategy to broaden the accessibility of its premium coffee through relationships with great brands – from restaurants to the runway.
"A premium customer experience requires premium coffee and Delta is proud to serve Seattle's Best," said Tim Mapes, Delta's senior vice president, Marketing. "During in-flight taste testing, we saw firsthand the passion Delta customers have for coffee and for the role it plays in a superior travel experience."
In December 2010, Delta customers participated in an in-flight coffee taste test confirming one of its new coffee blends, Level 4, as the coffee to be served onboard. Seattle's Best Coffee recently launched a radically simplified approach to packaged coffee called The Level System, which ranks coffee from 1 to 5 based on roast intensity.
"As two organizations who care about creating a distinctive premium customer experience, Delta and Seattle's Best Coffee make a perfect pair," said Michelle Gass, president, Seattle's Best Coffee. "Existing Seattle's Best Coffee fans will be delighted to find their favorite coffee on their next Delta flight, and for those not yet familiar, it is an opportunity for us to introduce our great coffee to Delta's more than 160 million global travelers each year."
In recent months, Seattle's Best Coffee has signed agreements with other well-respected and widely available brands such as Burger King, Subway and AMC Theatres. This diverse distribution network has rapidly expanded since the coffee company reinvigorated its brand in May 2010. With the addition of Delta Air Lines, there are now more than 40,000 places where customers can enjoy a freshly brewed cup of Seattle's Best Coffee, up from 3,000 in 2009.