German owner may completely rebrand Caribou as Peet's
Some Caribou shops closing, rebranding as Peet's Coffee
Excerpt:
Caribou Coffee operations in Ohio and North Carolina appear to be switching their brand names to Peet’s Coffee & Tea, a switch that may signal the end of the Caribou brand only months after German conglomerate Joh. A. Benckiser Group bought both companies. Officials of Brooklyn Center-based Caribou could not be reached Monday morning, but several news outlets in Ohio are reporting that the more than 30 Caribou stores in the state are either switching their names to Peet’s or closing. Caribou has about 600 locations in several states. Forbes magazine speculated in December that a merger of the Caribou and Peet’s brands might be likely, noting that Caribou’s locations were mostly in the Midwest and East and Peet’s were in the West. “To German bean-counters, it may simply not make sense in the long run to maintain two headquarters staffs and facilities for such similar businesses,” Forbes wroteComment: It would be nice to have a place "where everyone knows my name"



