How Verve Took Over Capital One Cafe w/ Harris Nash [Verve Coffee Roasters]

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How Verve Took Over Capital One Cafe w/ Harris Nash [Verve Coffee Roasters]

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When you think about where specialty coffee belongs, a bank probably isn't the first place that comes to mind. But what if the best coffee in your city happened to be served inside a Capital One branch?That's the audacious vision of Verve Coffee, the Santa Cruz-based coffee roaster that was started in 2007 and now has over a dozen cafe locations across California and Japan. Harris Nash, the company's Senior Wholesale Manager, has spent the last two years helping Verve Coffee take over the more than 50 Capital One Cafe locations across 18 states, converting customers from Peet's to specialty coffee in places like Herald Square in New York and shopping malls in Kansas.Harris brings a unique perspective to this challenge. He's worked nearly every role in the coffee industry—from barista to importer to getting stuck on a Chinese coffee farm during COVID lockdowns. But this Capital One project has pushed him out of his comfort zone even further with training 600 baristas to represent Verve's brand in locations they don't directly control, creating systems to maintain quality across a massive geographic footprint, and proving that specialty coffee can thrive in unexpected places.WHAT YOU'LL LEARNWhy Capital One switched to serve Verve Coffee from Peet's across 50+ locationsThe challenge of training 600 baristas to represent Verve's brand in locations they don't directly controlWhy customer redirects became crucial for converting Peet's customers to specialty coffee drinkersHow Verve developed granular training systems and learning management platforms to maintain quality at scaleWhy Verve partnered with local coffee trainers in each market to facilitate the transitionHow the partnership enabled Verve to support more coffee producers than ever beforeThe technology and operational systems needed to manage coffee quality across 18 statesWhy Harris believes specialty coffee's future lies in making high-quality coffee more approachableHow Verve created the exclusive Daybreaker Blend with a give-back component for Capital One CafesCHAPTERS00:00 Introduction to the Capital One Cafe Project03:11 Harris Nash's Journey in Specialty Coffee05:48 Transitioning from Peet's to Verve Coffee08:58 The Role of Training in Specialty Coffee12:09 Challenges of Brand Transition and Customer Experience15:10 Staff Training and Overcoming Resistance18:02 Infrastructure and Support for New Locations20:53 Maintaining Brand Standards and Quality Control24:03 Collaboration with Capital One and Operational Challenges27:06 Integrating Verve's Identity into Capital One Cafes34:12 Building a Brand Identity39:13 Collaborative Marketing Strategies46:06 Innovating Specialty Coffee51:50 Future of Partnerships and Products56:36 Experiences in China and Coffee OriginsWHERE TO FIND HARRIS NASHFollow Harris on Instagram: @harrisnashVerve Coffee website: vervecoffee.comVerve Coffee on Instagram: @vervecoffeeMENTIONED IN THE EPISODECapital One Cafe Dwell DripperPink House AlchemySwift CoffeeFarm Level FoundationREI FoundationTorch CoffeeBlack and White CoffeeThe Coffee Think Tank podcast is a show about trends, ideas, and innovations in coffee by Fresh Cup, hosted by Garrett Oden. Subscribe to Fresh Cup for more industry insights at .