The can on the shelf
is how the brand travels.
DAILY7 cans on the cooler door at Idea, Voli, Mixmart, small stores and restaurants. Cold-chain partner Mljekara Srna Nikšić runs the Monday truck. Weekly cadence, year-round.
Four lanes. One cooler door.
Idea
The shelf that turns a daily-matcha into a household possibility. Cobalt halo through the cooler door. Five DAILY7 SKUs facing forward, the kitchen behind them invisible to the buyer.
Voli
The other Montenegrin chain that matters. The store the neighbour walks to. We negotiate a shelf-cooler footprint, not a campaign.
Mixmart
Lower-touch lane for B2B restocking. Small restaurants and beach bars buy here. Pack size doubled, label simplified, the cobalt held.
Independent restaurants · coastal
Restaurant One in Tivat is the first. A handful follow. The can lives on the counter, not in the kitchen. The waiter mentions it once and never again.
One truck. Sixty kilometres.
Srna runs a refrigerated truck route Nikšić → Tivat that already carries dairy. We board the Monday leg with a pallet of DAILY7 cans, cold-chain held at 4 °C from Bradasevo to the regional warehouse. Single truck, single touch, single invoice. The Adriatic shelf gets matcha at the cost a dairy already pays to be there.
M3 → M12. Store count compounds.
- 1M3 — Tivat pilot1 store · 2 facings
Restaurant One first. Small Idea Tivat second. Two facings. The pilot says nothing about the shelf and everything about the cooler door.
- 2M6 — Boka corridor8 stores · 5 facings each
Idea Tivat, Idea Kotor, Idea Herceg Novi, Voli Tivat, Voli Budva, Mixmart Tivat, Mixmart Budva, plus the second Restaurant One sister venue.
- 3M12 — MNE coastal24 stores · 7 facings each
Full coastal coverage Bar → Herceg Novi. Off-season volume floor is the point: the shelf does not need yachts in February.
Yachts pay the summer. The shelf pays the winter. Without the shelf, MA7CHA is a six-month business. With it, the kitchen runs year-round on a cold-chain that a dairy already pays for. The economics of the can on the cooler door are quieter than the hand-pour, and they hold longer.