PROJECT: THE POT ROAST SHOPEE - BUSINESS, BRANDING, PRODUCT MARKETING, AND DRIP E-MAIL MARKETING

Deepika Sriraman
Jul 29, 2025
4 min read

Updated: Dec 19, 2025

Project Overview

The Pot Roast Shoppe - Business, Branding, Product Marketing, And Drip E-Mail Marketing

Client: The Pot Roast Shoppe

Task:

Set up an Innovative Business, Assist with Branding, Product Marketing, and Assist with Drip E-mail Campaigns.

The Business:

"I established a coffee enterprise named The Pot Roast Shoppe. To differentiate from competitors, I recommended selling drip coffee to appeal specifically to hipsters and millennials.

South Asians are known for Drip Coffee, also referred to as "Filter Coffee". Business and innovation primarily involve repackaging traditional inanimate or convenience products, including CPG and services, to meet today's consumer needs in a globalized world, with an element of Nostalgia.

Drip coffee is a widely favored brewing method, especially in South Asia and Southern India, in which hot water slowly passes through ground coffee in an Aluminum or Copper filter, extracting flavor as it drips into the container.

This technique is renowned for its convenience and ability to produce consistent, clean-tasting beverages, whether through automated machines or manual pour-over processes.

A moderate grind and an appropriate water-to-ground ratio are essential for a balanced infusion. This method produces a smoother cup because paper filters retain oils." - Deepika Sriraman

What sets it apart from regular coffee and competitors?.

The Pot Roast Shoppe's coffee blend is made of Peaberry Beans and Chicory Root. The beans are cultivated and imported from the coffee plantations of Southern India. The Pot Roast Shoppe blends coffee and chicory at two-thirds coffee to one-third chicory, resulting in a smoother, more full-bodied beverage with subtle notes of chocolate and caramel upon roasting.

Peaberry coffee is a rare, naturally occurring coffee bean that develops as a single, round seed inside a coffee bean instead of the usual two flat-sided beans.

This results in a smaller, pea-like shape with a sweeter, richer, and more complex flavor profile, often accompanied by brighter acidity and distinctive notes, thus making it a highly sought-after delicacy.

Found in small percentages (5-10%) of coffee harvests worldwide, these unique beans necessitate specialized sorting and roasting processes to realize their intensified flavors fully.

Chicory in coffee is roasted and ground chicory root added to coffee (or used alone) for a rich, woody, slightly bitter flavor (very subtle), popular in South India. It adds body and a caffeine-free element while providing prebiotics, such as inulin, for gut health.

CBD Blends: CBD coffee is specialty coffee infused with cannabidiol (CBD), a non-intoxicating compound from cannabis. Unlike THC, it doesn't cause psychoactive effects but may promote relaxation, reduce inflammation, and boost wellness.

Hy(pot)heis or (High)POThesis?

The concept may seem counterintuitive —combining a stimulant like caffeine with a calming compound. But the benefits are clear: caffeine's alertness and energy, balanced by CBD's ability to reduce anxiety and boost focus — High POTential!

Variations & Product Marketing:

For product management purposes, I recommended that The Pot Roast Shoppe begin with a limited selection of 2 to 4 flavor variations.

The Hipster Drip Coffee - Regular Drip Coffee (80/20 Peaberry/Chicory blend). No CBD.
Mushroom Drip Coffee - Mushroom coffee combines ground Peaberry and Chicory with dried, powdered medicinal mushrooms such as Lion's Mane, Chaga, Reishi, and Cordyceps, offering potential benefits such as sustained energy, enhanced focus, and immune support, while containing less caffeine and fewer jitters than conventional coffee. No CBD.
Pot Roast Drip Coffee - This is CBD-infused.
Pot Roast Drip Coffee (Caffeine-Free) - This product consists of pure chicory and CBD, serving as a caffeine-free coffee substitute, as it is derived from roasted chicory root rather than coffee beans. CBD-infused.

Are we Qualified/Certified?

I have been engaged in nutrition since my teenage years and have experience in flavor development since my undergraduate studies in business. Furthermore, I am in the process of obtaining my official nutritionist certification. Consequently, I developed these flavor palettes through thorough, safe, and meticulous research and careful consideration.

Accessories:

To further enhance the business, I recommend that the company sell South Asian-inspired filters to help consumers brew drip coffee properly, thereby optimizing balance and flavor.

I recommended selling the filters in Chrome, Gold, and Bronze to complement the decor and aesthetics of any kitchen or coffee bar.

Selling filters alongside ground coffee could establish a habitual or ceremonial practice, comparable to High Teas, Afternoon Teas, and Matcha Ceremonies.

Branding, Packaging & Mock Ups:

I created mock-ups of the packaging and recommended eco-friendly, stain-proof materials as options that preserve flavor, freshness, and aroma for up to months.

I selected fonts, colors, and graphics that align with the target demographics while maintaining a classic appeal that will never go out of style. These designs would be visually appealing online and would also distinguish themselves from existing products on retail store shelves.

Furthermore, they would blend harmoniously with their surroundings while catching consumers' attention as they walk through the store aisles.

The products would not only be aesthetically pleasing when displayed inside kitchen shelves but also serve as decorative elements for those who wish to display them on counters or coffee bars, thereby enhancing visibility. Moreover, they would complement any interior decorating aesthetic.

Mockups: Please click on the slides to expand.

Business Model

To commence with e-commerce, small batch, handcrafted, then extend to local stores, and subsequently to retail.

Marketing & Drip E-Mail Campaigns

The aim is to connect with customers throughout the purchase journey.

Drip Email Campaign

The strategy involves sending a sequence of emails to nurture leads over an extended period. This is achieved by leveraging significant moments—such as life events, promotions, product launches, and similar milestones—as the foundation for email content across the AIDA Funnel, with customized content for each campaign stage.

Consider the frequency and duration of communication with the customer. Determining the period over which the business will dispatch emails, as well as the intervals between transmissions.

Furthermore, identify the metrics to evaluate the effectiveness of emails at each campaign stage against the relevant business objectives and outcomes.