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#214: Mr. Coffee – So Easy a Man Can Do It

#214: Mr. Coffee – So Easy a Man Can Do It

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 Vince Marrotta realized that the percolated coffee at home was not as good as the coffee at restaurants. Mr. Coffee is how he fixed that. Dave Young: Welcome to The Empire Builders Podcast, teaching business owners the not-so-secret techniques that took famous businesses from mom and pop to major brands. Stephen Simple is a marketing consultant, story collector, and storyteller. I'm Stephen's sidekick and business partner, Dave Young. Before we get into today's episode, a word from our sponsor, which is, well, it's us, but we're highlighting ads we've written and produced for our clients. So here's one of those. [Waukee Feet Ad] Dave Young: Welcome back to The Empire Builders Podcast. Dave Young, here alongside Stephen Semple, and he whispered in my ear that today the topic and keeping with our current theme is Mr. Coffee. Stephen Semple: Mr. Coffee. Dave Young: That's Mr. Coffee to you, sir. Stephen Semple: That's it. That's it. Dave Young: So we're talking about the machine, right? Stephen Semple: Correct. Dave Young: Mr. Coffee is not a coffee brand, it's a machine. Stephen Semple: That's correct. It's the home brew coffee machine. Dave Young: Yeah. I'm trying to think of the associations that come to mind and thinking maybe one of their first spokesmen was Joe Garagiola. Stephen Semple: No close. Dave Young: No? Stephen Semple: Joe DiMaggio. Dave Young: Joe DiMaggio, that's right. Stephen Semple: So close. So close. Dave Young: Joe. I knew it was a Joe and it was related to baseball. Stephen Semple: Well, that's why I'm saying you were like, it was so close. Dave Young: I remember. Yeah. Stephen Semple: But yeah, it's an interesting part of the whole coffee story. And as we talked about in the last one, Folgers, and I'll tie it together at the end of this, if you actually take a look at Gaggia, Starbucks, Folgers and Mr. Coffee, you basically have got the story of coffee in America. And it was actually after I was doing the research on Mr. Coffee, I went, holy smokes. Here's how these four go together. This is really quite remarkable. So we'll touch base on that at the end. Dave Young: Can I make a guess as to the evolution of this? Stephen Semple: Sure. Dave Young: Because remember we talk about when you're looking at innovation, take a product, take a service, whatever it is, and remove friction, make it easier and better. Before Mr. Coffee was a thing, you had these percolators at home. I remember my mom would, it's a metal pot that plugged into the wall and had a little light on it, and then when it's plugged in it's on and when it's unplugged it's off. Had a metal basket, like a stem up from the bottom that would shoot boiling water up into the top of the percolator and the little glass cap on the lid so that you could tell that it was working. And then that would just spray down on the coffee grounds in the metal basket and then drip into the hot water. And when enough time had passed, I'm not sure what the timing was on it, but then you had a pot of coffee. You waited until either the light went out or stayed on, or the bubbles, the percolating quit happening. I don't know how that worked. Well see, now I'm- Stephen Semple: I forget how that worked. Dave Young: ... going to go about that. But here's the thing. The problem is, it seems to me like it took a long time for that to actually happen and at the end of the process, you've got this metal basket full of wet gross coffee grounds that you have to clean. You have to get rid of it. So you dump it in the trash, and now you've got wet coffee grounds in the trash, or you run it down the sink and now you've got a plumbing problem. But those are problems that I think Mr. Coffee aimed to solve. Stephen Semple: Well, and there's a problem you're also not even talking about is the coffee was not as good because of ...

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