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Why Super Coffee's Business Model is so successful?

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Super Coffee’s Company Overview

Super Coffee is an innovative beverage company that specializes in providing health-conscious consumers with a range of organic, sugar-free coffee products. Founded in 2015 by the DeCicco brothers, the company is committed to enhancing the everyday performance of its customers through its unique product offerings. Super Coffee's products are infused with positive energy, combining the benefits of coffee with protein and healthy fats to create a powerful energy drink that not only boosts your energy but also nourishes your body. The company's product line includes ready-to-drink coffees, creamers, and espressos, all of which are keto-friendly, lactose-free, and gluten-free. Super Coffee is headquartered in New York and its products are available in over 25,000 stores across the United States. Business Model: Super Coffee operates under a direct-to-consumer business model, leveraging e-commerce platforms to reach its customers. This model allows the company to connect directly with its target market, providing personalized customer service and fostering strong customer relationships. Additionally, Super Coffee also employs a retail distribution model, partnering with grocery stores, gyms, and convenience stores to make its products widely available. The company continuously invests in product development and innovation, ensuring that its offerings remain unique and cater to the evolving needs of its health-conscious consumer base. Revenue Model: Super Coffee's primary source of revenue is the sale of its coffee products, both online and in physical retail locations. The company's direct-to-consumer sales are conducted through its own website, where customers can purchase individual products or subscribe for regular deliveries, providing a steady stream of recurring revenue. In physical retail locations, Super Coffee operates on a traditional wholesale model, selling its products to retailers who then sell to the end consumers. The company also generates additional revenue through strategic partnerships with fitness and wellness brands, offering co-branded products and promotional deals.

Country: New York

Foundations date: 2015

Type: Private

Sector: Consumer Goods

Categories: Food & Beverages

Super Coffee’s Customer Needs

Social impact:

Life changing: motivation, affiliation/belonging

Emotional: wellness, design/aesthetics, badge value

Functional: quality, variety, sensory appeal

Super Coffee’s Related Competitors

Super Coffee’s Business Operations

Customer loyalty:

Customer loyalty is a very successful business strategy. It entails giving consumers value that extends beyond the product or service itself. It is often provided through incentive-based programs such as member discounts, coupons, birthday discounts, and points. Today, most businesses have some kind of incentive-based programs, such as American Airlines, which rewards customers with points for each trip they take with them.

Direct selling:

Direct selling refers to a situation in which a company's goods are immediately accessible from the manufacturer or service provider rather than via intermediate channels. The business avoids the retail margin and any extra expenses connected with the intermediaries in this manner. These savings may be passed on to the client, establishing a consistent sales experience. Furthermore, such intimate touch may help to strengthen client connections. Finally, direct selling benefits consumers by providing convenience and service, such as personal demonstrations and explanations of goods, home delivery, and substantial satisfaction guarantees.


Electronic commerce, or e-commerce (alternatively spelled eCommerce), is a business model, or a subset of a larger business model, that allows a company or person to do business via an electronic network, usually the internet. As a result, customers gain from increased accessibility and convenience, while the business benefits from integrating sales and distribution with other internal operations. Electronic commerce is prevalent throughout all four main market segments: business to business, business to consumer, consumer to consumer, and consumer to business. Ecommerce may be used to sell almost any goods or service, from books and music to financial services and airline tickets.

Experience selling:

An experience in the sales model describes how a typical user perceives or comprehends a system's operation. A product or service's value is enhanced when an extra customer experience is included. Visual representations of experience models are abstract diagrams or metaphors derived from recognizable objects, actions, or systems. User interfaces use a range of experience models to help users rapidly comprehend what is occurring in the design, where they are, and what they may do next. For example, a software experience model may depict the connection between two applications and the relationship between an application and different navigation methods and other system or software components.

Ingredient branding:

Ingredient branding is a kind of marketing in which a component or ingredient of a product or service is elevated to prominence and given its own identity. It is the process of developing a brand for an element or component of a product in order to communicate the ingredient's superior quality or performance. For example, everybody is aware of the now-famous Intel Inside and its subsequent success.

Make and distribute:

In this arrangement, the producer creates the product and distributes it to distributors, who oversee the goods' ongoing management in the market.

Multi-level marketing:

MLM, also known as pyramid selling, network marketing, and referral marketing, is a type of multi-level marketing, is a contentious pyramid-shaped marketing technique that generates profit from two income sources. From a participating salesperson's sales force, which is paid based on the salesperson's direct sales as well as the sales of other salespeople whom the participating salesperson recruited and their recruiters down the line.

Product innovation:

Product innovation is the process of developing and introducing a new or better version of an existing product or service. This is a broader definition of innovation than the generally recognized definition, which includes creating new goods that are considered innovative in this context. For example, Apple launched a succession of successful new products and services in 2001?the iPod, the iTunes online music service, and the iPhone?which catapulted the firm to the top of its industry.

Regular replacement:

It includes items that must be replaced on a regular basis; the user cannot reuse them. Consumables are products utilized by people and companies and must be returned regularly due to wear and tear or depletion. Additionally, they may be described as components of a final product consumed or irreversibly changed throughout the production process, including semiconductor wafers and basic chemicals.

Take the wheel:

Historically, the fundamental principles for generating and extracting economic value were rigorous. Businesses attempted to implement the same business concepts more effectively than their rivals. New sources of sustained competitive advantage are often only accessible via business model reinvention driven by disruptive innovation rather than incremental change or continuous improvement.

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