Keurig cranks up for opening of Burlington Mall store that aims to be a shrine to single-serve joe

This photo was included with the company’s press release.
This photo was included with the company’s press release.

Keurig, the brand of single-serve coffee brewing systems, plans to open a store at Burlington Mall in November, the brand’s first retail venture, Keurig’s parent company said Tuesday.

A Keurig brewing system. Photo taken from the brand’s website.

Keurig’s parent is Green Mountain Coffee Roasters Inc. Although based in Vermont, the company has major research and development centers located a short distance from Burlington Mall.

One take-away from the company’s press release is that Keurig envisions that the store will be a show-case for its brand and a sort of listening post for gathering customer feedback --- Green Mountain refers to the store as a potential “learning lab” where shoppers can experience a brand immersion.

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The store opening comes as single-serving brewing machines have enjoyed a burst of popularity.

At the store, shoppers will be able to interact with Keurig brewers and beverages from Keurig K-Cup, KeurigVue, and Keurig Rivo systems.

There will also be a “Pick-a-Pack” wall that will “make it possible for consumers to purchase a variety of beverages to brew at home without committing to a full box of one flavor,” the release said. “Available in three-count, six-count, or 12-count boxes, shoppers can mix-and-match their Keurig Brewed K-Cup or Vue packs to fulfill all their flavor cravings.”

According to Keurig, the wall will feature nearly 200 varieties of Keurig Brewed coffees, teas, hot cocoas, specialty, and Brew Over Ice beverages.

“The Keurig Store is just one example of our commitment to making Keurig products as accessible as possible and building lasting direct engagement with consumers,” Green Mountain senior vice president Mark Wood said in a statement. “We are creating an environment that allows us to introduce consumers to the enormous variety of Keurig and Keurig Brewed beverages and encourages them to immerse themselves fully in the brand. Consumer experiences at the Keurig Store will also arm us with new, direct consumer feedback that can guide our marketing and merchandising choices with our retail partners, as well as our continuous product innovation cycle.”