Specifics about at least part of Coke's brewing coffee venture are beginning to seep out, as Coke recently -- and quietly -- tested system under "Viaa Café" trademark at two Atlanta restaurants: Celebrity Café and Huey's. Celebrity Café test ran longer -- about two months -- and ended recently and quickly (see below). BD previously reported that Coke has been working on project -- called "Operation Buzz" inside company -- to provide hot coffee systems for foodservice/fountain customers and that at least one possible brand name is Viaa Café (BD 1/24/03). Company is said to be working on several systems, including use of ground roast coffee and liquid coffee concentrate.
Pods. Viaa Café system that was recently tested in Atlanta involves custom machine that uses pod-like packets containing ground roast coffee or tea. Machine can make regular coffee, expresso or cappuccino by forcing hot water through pod. Viaa Café cups at Celebrity Café say trademark is held by Coke's "Delaware Punch Co" which also holds trademarks on such Coke brands as KMX and some Slap flavors. Machine in Atlanta test said to be prototype; production versions will likely be smaller. Coke said to mull broader test. Prices. Celebrity Café sold Viaa Café "Gourmet Brew" at $1.75 for small and $2.25 for large. Cappuccino at $2.10 and $3.25.
Abrupt end. On Saturday, May 2, Atlanta Journal/Constitution reports Viaa Café system being tested at city's Celebrity Café. Within hours, says restaurant owner Britt Kearce, Coke pulled machine out of his restaurant. Asked why, Kearce explains: "They did it to protect their competitive edge, and there is a competitive edge. It's top-notch." Re Viaa Café coffee, Kearce says: "Customers loved it."
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