Purpose, Partnership, and Coffee Culture: A Conversation with VP of Marketing Strategy & Innovation Jessica Zucker
Coffee has a way of connecting us, and Eurest coffee bars are designed to elevate the modern workplace as a destination that brings people together over something they love or can’t start their day without.
Defining the guest experience in these spaces is Jessica Zucker, vice president of marketing strategy and innovation at Eurest.
In this conversation, she shares her perspective on trends shaping the coffee and retail business, the role of partnerships that add variety and creativity, and the introduction of Sum>One Coffee Roasters as an innovative full-service coffee program.
Which coffee trends are inspiring you right now?
What I love most about my job is being at the forefront of beverage innovation and watching coffee culture evolve. I pay close attention to what our guests respond to in real time, and they want coffee that balances quality and sustainability and delivers an experience.
Right now, I’m excited about functional coffee with protein or adaptogens, and how cold and ready-to-drink options have evolved. Styles like cloud coffee, which first took off in Asia, show just how creative this space can be. Seeing those ideas resonate with guests and finding ways to bring them into our coffee bars is what makes this work so rewarding.
Why have coffee bars become such important destinations inside Eurest marketplaces?
Coffee bars are one of our most popular spaces. They are no longer only a morning stop but an all-day destination where people connect and recharge. Guests may come for coffee, but they also explore food, beverages, and retail so we have been focused on keeping our all-day hot and cold menu items fresh, like handheld sandwiches, frittatas and salads, and working with our retail partners to offer a variety of products that feel unique to the coffee bar experience.
How do partnerships shape the kinds of experiences you can create?
Partnerships are one of the most rewarding parts of my job. We work with founders and brands with strong missions to innovate uniquely for corporate dining and the many business settings Eurest supports. Being able to share that work with clients and guests is meaningful. Through our relationship with Farmer Brothers, we’re supporting Project DIRECT through two of our coffee programs, Sum>One and DIRECT Coffee Roasters. Through our coffee purchases, we’re able to help farming communities strengthen their businesses, protect the environment where coffee is grown, and build long-term stability.
Another fixture in our coffee bars is David Rio Chai & Tea, Eurest’s 2024 Business Partner Accelerator. In addition to crafting high-quality chai, they support global animal conservation through The David Rio Foundation. We have introduced the brand to millions of guests, and that’s a powerful example of how purpose and product come together.
What excites me most is when we bring these partners together in ways that are uniquely ours, creating experiences that feel fresh, purposeful, and memorable.
Sum>One was introduced this fall as a new full-service coffee program. Why did Eurest introduce Sum>One to its portfolio of roasters?
Coffee is incredibly personal, and we build our programs around what our guests and clients want. That means offering a mix of local and specialty roasters alongside nationally recognized names.
With Sum>One, we have a full-service program designed for our business. It combines artisanal quality with broad appeal and reflects our commitment to purposeful, sustainable brands.
You had a hand in shaping Sum>One to fit inside Eurest coffee bars. What has been most meaningful about that work?
Something that I love about Sum>One is the way it celebrates everyone involved in the process. It’s not the work of any one person, but the growers, the roasters, the baristas, and the guest being served.
Of all the coffee we serve daily, I am especially proud that some will now be Sum>One Coffee Roasters. The name says it best: the sum is greater than one.