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Coffee maker Green Mountain Coffee Roasters Inc. (GMCR - Analyst Report) opened its first Keurig store on Nov 8, 2013, in order to increase the penetration of its Keurig Brewers among U.S. households.

The store is located in Burlington Mall, MA. It is very near to Green Mountain’s research and development centre. The store offers visitors with an opportunity to become familiarized with the products of single-cup brewing system like Keurig K-Cup, Keurig Vue and Keurig Rivo. An interactive tool (aimed at customers who are new to the single-serve brewing system) will be provided to demonstrate the methods of operating the brewers.

Moreover, the store provides a unique opportunity to enjoy the flexibility of choosing beverages among the 200 varieties of Keurig Brewed coffees, teas, hot cocoas, specialty and Brew Over Ice beverages. The ‘Pick a Pack’ system allows the customers to mix-and-match several flavors. The 3-count, 6-count and 12-count boxes allow the customers to sample different flavors without having to buy a full single-flavor box.

The opening ceremony of the store was marked with exciting store promotions and activities for the visitors. The first 100 visitors were gifted with a complimentary Keurig Vue V700 single-cup brewer, and the first 50 shoppers celebrating a birthday or wedding anniversary on November 8, were gifted with Keurig Rivo Cappuccino and Latte system

The Keurig store is expected to help GMCR, carrying a Zacks Rank # 3 (Hold) increase its installed base to its targeted 16 million by the end of fiscal 2013. Moreover, it has several projects in the pipeline to expand both its ‘away-from-home’ and ‘at-home’ channels. From the beginning of this year, Green Mountain has been roping in consumer staple companies like Unilever Plc. (UL - Analyst Report), Starbucks Corporation (SBUX - Analyst Report) and Dunkin’ Brands Group Inc. (DNKN - Snapshot Report) into its Keurig distribution system to increase the popularity of this single-serve brewer. Through these agreements, Green Mountain is aligning with the strongest beverage brands to support a range of consumer choices and taste profiles in Keurig Single-Cup Brewing system.

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