Allegro Coffee

From the Source

FLXBUS, Heading West

Heading West

On the road, again

Eight weeks after leaving Thornton in the FLXBUS, bound for Florida and the first remote Whole Foods Market events, we have directed the bus along the southern tier towards the SOPAC region. Twenty one events in three states, thousands of customers served, innumerable impressions made we anticipate nothing but more of the same Allegro Coffee love to give as we drive west. 


The FLXBUS handoff

If there was any trepidation going into this project about the reception we would receive it was dispelled from the first event in Tallahassee. The first Whole Foods customers and Team Members we served asked the question we were to hear throughout the southeast region: Why are you doing this? The query was, and continues to be, asked with an implied sense of disbelief. Essentially, the grinning customer at the window asks how is it that they’re getting a really, really good espresso drink served from within this really, really cool bus from these nice people, for free? We hear the question dozens of times at each event and each time it makes us smile as well. 

FLXBUS gets artsy

The smiles continued from Tallahassee on through the Sunshine state and beyond. Some highlights: We served espressos to USAF airmen and women in Jacksonville. The “snowbirds” from the frigid northern tier states flocked to the bus along the west coast from Tampa south to Naples. In the Miami area we served Cuban-Americans the classic drinks of their native island - the cubano and café con leche. The grand opening of the Whole Foods Market in West Palm Beach was an opportunity to reunite with some of the marketing and training people we had met at previous events while introducing south Florida cutomers to the flavors of Allegro. We traveled north to Georgia and the greater Atlanta area for a trio of events, one exclusively for the regional employees of WFM. On into the Lone Star state with the Bus, we drove to Austin, Houston and Dallas. Our visit to Austin coincided with the enormous gathering that is SXSW. The enormity of Houston was distilled down to the individual interactions we look forward to at the window – one person enjoying a hand made cup of coffee. Our Dallas stops showcased the flavors of the various Whole Foods neighborhoods.

Westward we go!- Stephen and Susann

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