Heritage is powerful. But it doesn’t mean you can stand still.
Some food & drink brands spend years trying to build the kind of heritage Miles Tea & Coffee already has.
Generations of history. Loyal customers. Products people have been buying for decades.
But that creates a different challenge…
How do you take everything people already love about your brand and use it to build the next stage of growth?
In Episode 26 of Fuelling Foodies, Kate sits down with John Halls from Miles Tea & Coffee to unpack exactly that.
From a hand-coded website in 1998 and a very first online order worth £125, to customers now spending £60, £70, £80 or even £100+ online, Miles has seen the way people buy tea and coffee completely change.
And yet, one thing has stayed remarkably consistent: customer loyalty.
You'll hear:
What genuine heritage actually means commercially, and why being “in it” can make it difficult to see the value you have.
Taking a heritage brand online - from Miles' first hand-coded website in 1998 to its modern eCommerce operation.
The power of genuinely loyal customers
Growing without losing your identity
Finding the next generation of customers
The customer journey beyond the purchase - from packaging and dispatch to email and creating a memorable experience.
What's next for Miles
And perhaps the biggest lesson of all... you don't necessarily need to reinvent a heritage brand. You need to tell more people why it matters.
If your food or drink brand has history behind it, the question is: Are you using that history to drive your next stage of growth, or are you simply talking about it?
Follow @kwmarketinguk for food & drink marketing insights, email tips & digital strategy
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