It was interesting to compare the culture of companies when looking at Café Britt and Doka. Both started and operate in Costa Rica but they way they go about running their business was very different. Quickly into the lecture about Café Britt, and even just walking around their facility, there was a sense that their entire business and marketing model is largely based on brand name recognition and tourist’s lack of sense when it comes to recognizing appropriate pricing and quality for coffee. This was very apparent when they mentioned the locations of their brick and mortar retail stores. Their coffee cannot be found in local stores frequented by Ticos because they know that it is overpriced and a trap for tourists. We confirmed this with our host mother who informed us that similar quality coffee could be purchased at a fraction of the price.

Although it might be frustrating to tourists who later learn the truth about the Café Britt business model, it has proven successful for them. Many resources were poured into making the Café Britt name one that is recognizable and respected (at least by tourists). Although I would have rather known the truth before purchasing their product, I have no qualms with their business model. They know their customers, tourists and hotels full of them. They take measures to secure locations close to where these customers go, one of the main areas being airports. They also change their marketing strategy to fit the country that they do business in to make the tourist feel as if they are getting an “authentic experience”. The woman mentioned they often take the countries national fruit, cover it in chocolate from a mass producer and sell it as a high quality delicacy. Smoke and mirrors? Perhaps, but their returns speak volumes about the success of their strategy. Next time I’ll know better.

John Boyle