Blenz Coffee, a global café chain originating from Vancouver, BC, distinguishes itself through a commitment to utilizing the finest-quality ingredients in its food and beverages. Embraced by the local community, Blenz offers a welcoming environment for patrons to work, unwind, and connect. Our market research has identified two primary customer groups—baby boomers, who frequent the café for relaxation and socialization, and millennials, who visit to study or work. Recognizing the association of coffee with productivity, we've crafted a central theme that harmonizes the essence of both demographics: "Respect the Grind." This concept not only communicates the brand's dedication to delivering premium beverages but also pays homage to the seemingly routine yet significant daily grind.