Nobody Settles for Average

Remember the slogan, “Things Go Better with Coke?” Today, those things are coffee and data.
When Coca-Cola announced its decision to buy British coffee shop chain Costa, many were quick to attribute the move to the company’s ongoing efforts to diversify its product offering. This makes sense, but, more important, with the acquisition of physical stores, the move also gives Coke access to something it increasingly needs: first-party data.
Like most packaged goods brands, the com