• by Barbie Romero , Yesterday

Caroline McAleese Riley from Aroma Joe’s also shares why the brand revamped its loyalty program, how authenticity is non-negotiable, and what audience she’s seeing across their social media pages.

1. Aroma Joe’s is active across several social media platforms. Are you seeing different demographics engaging on Instagram versus TikTok?

Absolutely. We are seeing an older female-heavy demo on Instagram with a younger and more balanced demo on TikTok. It will be interesting to see how this evolves.

2. Foodie influencers are everywhere these days—and I’ve even seen pets starring in drive-thru runs! When it comes to choosing the right influencers for Aroma Joe’s, what are the key qualities you look for? 

Authenticity is absolutely key for our influencers. The big competitors can and will absolutely outspend us with huge spokesperson deals and paid influencers who it is pretty apparent they would never even enter their shop. We align with influencers who we know love the brand and ourcustomers feel a connection with. Because we skew to a younger demo, they can spot inauthenticity pretty quickly.

3. A couple of years ago, Aroma Joe’s revamped its loyalty program. What sparked that decision? Was there a defining moment when you knew it was time for a change? 

For a brand based on positivity and customer experience, we realized we needed to double down on celebrating our loyal fans. We wanted to take the aspects most loved by our fans and amplify those while ensuring they had more ability to share.

4. What’s been the most exciting media trend you've implemented recently? 

For emerging markets, we have loved map display to really ensure people are aware of locations of a new shop. The other trend is how fast we can change creative to match consumer behavior. This is definitely not the same era as a static ad or tv spot.

5. What is your go-to order at Aroma Joe’s? 

Quad shot americano black. I say it is a classic, the young folks say I am old. Either way it starts my day perfect each time. If you can love a coffee bean black, you know you have an amazing bean.

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