Through generations, Impresso Expresso has been a trusted, locally-owned coffee shop. However, the local shop will look to rebrand itself and modernize after 60 plus years with a change in management. Impresso Expresso offers an assortment of cold and hot beverages made of high grade beans acquired from Bold Bean Coffee based out of Jacksonville, Florida. By eliminating import fees and buying locally, Impresso Expresso can strategically price their products within the budget of the students it serves in the area – its closest campus being Daytona State College. Another advantage that Impresso Expresso has is its new location on a highly visible road, West International Speedway Boulevard. The boulevard features frequent tourist stops such as the Daytona International Speedway and the Volusia Mall along with other stores and fast food restaurants. Impresso Expresso is within walking distance to Daytona State College making it easier for students to arrive looking for a place to fill up on caffeine as they study for finals and write papers. According to the National Coffee Association, 54% of Americans over the age of eighteen drinks coffee daily. ("Coffee by the Numbers") Due to its close proximity, Impresso Espresso will cater to the needs of college students in the area. Finally, Impresso Expresso sets itself apart by offering private rooms …show more content…
A place where its consumers can find all information pertaining to the coffee shop. However, a website alone is not enough. Research shows that those between the ages of 18 to 36 spend on average 17.8 hours a day on some kind of media. Social media showed to be one of the favorite forms of media to millennials – a priority for 71% percent. (Taylor) Impresso Expresso has the opportunity to build a presence on social media that is engaging to it target audience and presents value whether offering better study tips or alerting students of