Shaken & Stirred - Influential Brand Profiling and Positioning

Movers & Groovers / Christopher Rogers to be the MD of Costa Coffee

Whitbread announces today that Christopher Rogers, currently Group Finance Director, will be appointed as the Managing Director of Costa Coffee following John Derkach’s decision to join UK restaurant company, Tragus Group, as Chief Executive.

Chris Rogers, who joined Whitbread in 2005 as Group Finance Director, will head up Costa’s global business to drive forward its ambitious five year growth plan to increase the size of the business to 3,500 stores worldwide, £1.3 billion system sales and 3,000 Costa Express machines by 2016. Costa is already the UK’s largest coffee shop brand with almost 1400 stores and a further 800 units in 25 overseas markets, including China and India.

Andy Harrison, Whitbread’s Chief Executive commented: “Chris has played a major part in Whitbread’s strategic development and, as a long standing member of the Costa management board, understands the vital brand and cultural DNA which has driven its success. Costa has an exciting future within Whitbread and Chris will spearhead our ambitious growth plans, which will create substantial shareholder value.”

“John has done an outstanding job in leading Costa’s successful growth over the last six years, during which the business has more than quadrupled in size. After 17 years with Whitbread he is looking forward to a new challenge as CEO in an industry he knows well. I wish him every success in his new role.”



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