1. Be real
One way retailers can rise above the canned content on social media to promote hot dispensed beverages is by providing an authentic voice, one that reflects the audience you want to reach. Kwik Trip Inc., Wes Des Moines, Iowa, has hired a 20-something to lead its social content. “She’s not as conservative as I would be, but it’s working,” said Paul Servais, retail food service director for the chain.