The opinions expressed by Entrepreneur authors are their very own.
Scott Snyder knows that to build the Bad Ass brand, you wish a good story.
Snyder journey as CEO Bad coffee from Hawaii it began as a mission to assist the brand regain its footing, but quickly evolved into a broader vision. Initially brought in to assist streamline the business, he quickly saw the brand’s incredible potential.
“We acquired the brand assets and started creating a master plan,” he recalled in an interview with the host Shawn Walchef With California BBQ Media.
He noted the opportunity he and a team of Denver investors saw when they first took ownership in 2019.
Bad Ass Coffee of Hawaii is greater than just a name. This is the story of donkeys that once carried coffee beans along the volcanic slopes of Hawaii.
As Snyder says, “It’s as much a part of Hawaii’s history as the coffee itself. So it is a unique truth that can be known.”
But the meaning of “Bad Ass” goes beyond donkeys. There is a deeper, more universal connection between Snyder: “There’s a little bit of tough guy in everyone, right? A real tough guy goes out and does some really great things in the world without a lot of self-promotion.”
His goal is to infuse this spirit into every aspect of the brand, creating an atmosphere of experience that resonates with customers.
Reaching a wide and diverse audience
Snyder desired to breathe recent life into an already beloved name by creating a strategic plan to distinguish the brand in a competitive industry. The timing of the brand’s transformation couldn’t be more ironic. “In 2019, we went to work,” he says. “Blessed with great timing, we launched our new logo, packaging and store design on Friday, March 13, 2020.”
Despite the challenges the brand faced resulting from the onset of the Covid-19 pandemic, the passion and vision for the rebrand was unstoppable. Bad coffee it has since develop into an much more recognizable name.
For Snyder, Bad Ass Coffee is not only about the product – it’s about the experience. He has made it a priority to make sure that each location tells a story that speaks to the wealthy heritage of Hawaiian coffee and each store’s unique identity.
“You go to a coffee shop, you might be lucky to find one Kona blend… we have an entire shelf full of 100% unique Hawaiian blends,” notes Snyder, pointing to the deep connection between the brand and Hawaii’s coffee-growing history.
Under Snyder’s leadership, Bad Ass Coffee has developed a diverse fan base of various ages and income levels, from seasoned coffee enthusiasts to novices.
Drawing on his experience in digital marketing, Snyder made it a priority to tailor the brand’s message to each audience segment. Given the broad demographic, Snyder’s goal was to grow the brand beyond its cult fan base and build a larger, more loyal customer base.
“I think knowing the right product and the right channel is the most important thing I learned in my agency days… You have to make sure your message is getting to the right message at the right time to the right person, through the right channel,” Snyder explains. “From day one, our intention was to build a base.”
Thanks to Snyder’s vision and leadership, Bad Ass Coffee of Hawaii has not only evolved into a brand rooted in Hawaiian history, but has also expanded its audience, ensuring it stays relevant and loved by a diverse community of coffee lovers.
ABOUT Restaurant influencers
Restaurant influencers is delivered to you by Toast, a powerful point of sale and restaurant management system that helps restaurants streamline operations, increase sales and deliver higher guest experiences.
Toast – fuels successful restaurants. Find out more about Toast.