New Mr. Coffee chief brews plans for products, markets

New Mr. Coffee Chief Brews Plans for Products, Markets

Most of his career, 26 years--from 1959 to 1985--was spent at Revere, the manufacturer of the well-known copper-bottom pots. From 1979 to 1985, he was president of the RevereWare Group.Popcorn machine - A paper bag or cardboard box in the microwave will do the job reasonably well. Having said that, air-popped popcorn is a wholegrain snack with little or no fat that most children enjoy. Maybe buy one to be shared around several families for children's parties?Pasta machine - If you eat masses of pasta and want to make your own from wholemeal flour and your own additives (e.g. spinach, tomato paste, etc.) then it may be worth it.Mr. Coffee, founded in 1968 by Marotta and Samuel Glazer, recorded sales last year of about $120 million. And, it was "a very profitable year" for the firm, said Eikenberg, noting that the figures represented a 20 percent increase in coffeemaker unit sales and a rise in its total market share to about one-third.But clearly, Eikenberg is thrilled with his new position, declaring: "It's thrilling to have the opportunity to lead a company as successful as Mr. Coffee that has a very strong customer base and consumer recognition."Electric carving or bread knife - If you need to carve neat slices off a roast very frequently, it may be worth it. Also if you don't buy sliced bread and need to cut three loaves at once. However, it is possible to cut neat slices with an ordinary carving or bread knife.Toasted sandwich maker - To be fair, cooking toasted sandwiches under the grill doesn't do as good a job, and frying sandwiches uses more oil. If you really like toasted sandwiches and eat them a lot, then it's worth it.It is a convenient opinion for Eikenberg, who on July 2 became president, chief operating officer and part owner of the company that produces one of the nation's most recognized home appliances, the Mr. Coffee automatic drip coffeemaker.He added that it has been his "dream" to lead and to own part of such a well-known and profitable company.Electric citrus juicer - They may look groovy, but a hand-held juicer gets just as much juice out, is easier to wash and is easier to store. Are you really such a wimp that you can't squeeze a lemon by hand?Although Eikenberg is at the helm of Mr. Coffee, he flatly declines being called "Mr. Coffee." That's a title only Vincent Marotta, the company's founder can claim, Eikenberg said.Mr. Coffee-brand filters recorded a sales increase of 15 percent last year, giving it a 50 percent market share, Eikenberg added.Eikenberg explained his intention by posing a rhetorical question: "Why have a name that no one knows? The trade knows the Mr. Coffee name, so why not use it?"Approximately 75 percent to 80 percent of Mr. Coffee's sales are through these retailers as well, he noted.So far, the newest Mr. Coffee is the second generation model of the basic Mr. Coffee machine, which is already being shipped to retailers.Coffee percolator - OK... I'll admit to having one of these, even though a French press/plunger does the job without using electricity.The new coffeemaker, he exclaimed, "does well. It makes good coffee, quicker and neater."He declined to identify the company's 1986 net income.Hair dryer - This is a chemical-free way of killing nits, so if you have school aged children, it's worth having and using regularly. But remember to air-dry your hair from time to time - it's good for your hair as well as a power saver.Eikenberg, 50, is a 28-year veteran of the housewares industry. And he served as the 1985 president of the National Housewares Manufacturers Association.The company's other branded product, coffee, has been an "also ran" for a while now but Eikenberg is committed to turning that around. He said Mr. Coffee "needs to work on merchandising and marketing the product," commenting that "nothing Mr. Coffee has will remain weak for long."

Approximately 75 percent to 80 percent of Mr. Coffee's sales are through these retailers as well, he noted.

Author: Laura Liebecik