Out for a Drink
In short, on-premise is like the credit card that claimed to put the you in ubiquity: It’s where you want to be.
Restaurant sales are projected to top $440 billion in 2004, a record, according to the National Restaurant Association. That’s 4 percent of the U.S. gross domestic product.
Coke’s service to its customers then becomes anything but drive-by. “Our job becomes providing a total system solution, our whole bundle.” That means providing drink vessels that are better for cars, dispensers that fill those cups at the optimal rate and a service infrastructure that fits seamlessly with the account.