Orange22 Starbucks Project Part 01: Brand Strategy

1 PRESENTATION 01_03.28.2008 OPPORTUNITY ORANGE 22 DESIGN LAB LLC 125 west 4th street studio 102 los Angeles ca 90013 213.972.9922 main 213.972.9923 fax www.orange22.com PROJECT RE-IGNITE

2 OVERVIEW I. Observation II. Design Approach III. Next Step OBSERVATION DESIGN APPROACH NEXT STEPS ORANGE22 DESIGN LAB

3 INTRO I. Observation 1. What is the Starbucks experience? 2. How is Starbucks perceived? 3. How does the existing retail design support the Starbucks experience and brand character? 4. How do other retail stores create a community experience? OBSERVATION DESIGN APPROACH NEXT STEPS ORANGE22 DESIGN LAB

4 OBSERVATION From our observations we strongly feel you can not be all things to all people with your current retail / environmental design approach. Who you are today goes against the ideal and fundamentals of “community”. You are simply too big. You need to be perceived as smaller. We will ask questions to see how your store brand aligns with your brand values. We believe the answers will have the power to create new “parameters” that will inform your design partners talents enabling them to radically transform the Starbucks User Experience into one that is more “community” centric and “authentic”. OBSERVATION DESIGN APPROACH NEXT STEPS ORANGE22 DESIGN LAB

5 BRAND VALUE What is the Starbucks experience? AUTHENTIC CONSIDERATE CREATIVE FUN TRANSFORMATIVE UPLIFTING OBSERVATION DESIGN APPROACH NEXT STEPS ORANGE22 DESIGN LAB

6 CUSTOMER PERCEPTIONS What are people saying about Starbucks? Mostly good... You have Brand Loyalty People love Baristas Convenient “I love Starbucks and I’m not “The Baristas know me, they know “Thank you for being everywhere! ashamed to admit it. Most mornings my drink and whip it up fast.” I know that whenever I want my I can get in and out of there in less ~Baristaexhange.com cappuccino with the foam made than 5 minutes. That’s because they just right, I can find a Starbucks know me. And they know my drink.” wherever I am.” ~metacafe.com ~starbucksgossip.com OBSERVATION DESIGN APPROACH NEXT STEPS ORANGE22 DESIGN LAB

7 CUSTOMER PERCEPTIONS What are people saying about Starbucks? Some bad... Quality has declined Too Corporate Fair Trade “Starbucks was the standard for a “Starbucks has replaced baristas “You get the feeling they are really good cup of joe, that I loyally have with machines, has mass produced helping farmers when you see their gone out of my way to enjoy. Today locations, and has compromised its advertising, but really less than 5 I might as well pass them by. The ambiance with retail space. I’d just percent of Starbucks is fair trade.” coffee is burnt, or just awful and as soon support the smaller locally ~Baristaexhange.com undrinkable.” owned coffee houses.” ~starbucks-coffee-love.blogspot ~brandchannel.com OBSERVATION DESIGN APPROACH NEXT STEPS ORANGE22 DESIGN LAB

8 CUSTOMER PERCEPTIONS What do they think of your stores? Starbucks in Michigan, USA Starbucks in Souka, Japan Starbucks in Paris, France Corporate Sameness Not Locally Relevant Homogeneous “Coffeehouses were once the “Thanks to corporate chains, “One town looks just like another workshops of poets, thinkers, regional flair has all-but disappeared these days. The same corporate underground literary cultures and from the American landscape.” logos/brands/identities float above performances. Starbucks violates ~Baristaexhange.com doorways and streets.” this tradition with their corporate ~brandchannel.com sameness.” ~starbucksgossip.com OBSERVATION DESIGN APPROACH NEXT STEPS ORANGE22 DESIGN LAB

9 OTHER RETAILERS How are other retail stores creating experience? Whole Foods Fred Segal Apple OBSERVATION DESIGN APPROACH NEXT STEPS ORANGE22 DESIGN LAB

10 OTHER RETAILERS Whole Foods Architectural Emotional • Clean, Well Lit, Welcoming Environment • Healthy • Graphics Create A Journey And Interest • Organized • Theatrical Lighting Showcases The Products • Abundance • Low Displays And Open-Marketplace Style • Community Encourage Community Interaction OBSERVATION DESIGN APPROACH NEXT STEPS ORANGE22 DESIGN LAB

11 OTHER RETAILERS Fred Segal Architectural Emotional • Brand Application Across All Retailers • Sense Of Discovery • Strong Street Visual By Use Of Bold Colors • In The Now • Unpretentious Materials And Design • Comfortable • Mall Floor Plan Made Boutique • Young • Ample Parking W/ Valet • Cool OBSERVATION DESIGN APPROACH NEXT STEPS ORANGE22 DESIGN LAB

12 OTHER RETAILERS Apple Architectural Emotional • Clean Lines • Voyeuristic • Limited Materials / Color Pallet • Hip / Cool / Young • Open / Transparent • Comfortable • Smart / Easily Up-Datable • Advanced • Powerful • Smart OBSERVATION DESIGN APPROACH NEXT STEPS ORANGE22 DESIGN LAB

13 THE COMPETITION Who are your competitors? Stumptown Groundwork McDonalds OBSERVATION DESIGN APPROACH NEXT STEPS ORANGE22 DESIGN LAB

14 THE COMPETITION Stumptown Coffee Roasters Architectural Emotional • Low-Tech Materials • Authentic • Variety • Hip / Cool / Young • Artful Displays • Stark GourmetSpace Well Defined To Educate The • Coffee for the coffee connoisseur • Advanced Customer • Clever OBSERVATION DESIGN APPROACH NEXT STEPS ORANGE22 DESIGN LAB

15 THE COMPETITION Groundwork Architectural Emotional • Textured Materials • Discovery • Re-Purposed Elements • Excitement • Combination Of “Old And New” • Authentic • Layered Experience • Hope • Interactive • Considerate OBSERVATION DESIGN APPROACH NEXT STEPS ORANGE22 DESIGN LAB

16 THE COMPETITION McDonalds Architectural Emotional • Locally Relevant Exteriors • Convenient • Café Adjacent To Store • Variety • Interior Space Is Spare • Clever • Visual Hierarchy • Fun OBSERVATION DESIGN APPROACH NEXT STEPS ORANGE22 DESIGN LAB

17 SHIFTING PERCEPTIONS II. Design Approach We need to shift the perception of Starbucks from corporate to community. Let’s first understand how community relates to Los Angeles. 1. What is unique about LA and it’s people? 2. What are their usage patterns regarding coffee consumption? 3. Who are the coffee drinkers in LA? OBSERVATION DESIGN APPROACH NEXT STEPS ORANGE22 DESIGN LAB

18 What is the Los Angeles experience? OBSERVATION DESIGN APPROACH NEXT STEPS ORANGE22 DESIGN LAB

19 Los Angeles is a Destination EXCITING HISTORICAL ENTERTAINING OBSERVATION DESIGN APPROACH NEXT STEPS ORANGE22 DESIGN LAB

20 Los Angeles Culture and Community DIVERSE INSPIRING UNIQUE OBSERVATION DESIGN APPROACH NEXT STEPS ORANGE22 DESIGN LAB

21 Los Angeles People ACTIVE CASUAL PLAYFUL PLAYFUL OBSERVATION DESIGN APPROACH NEXT STEPS ORANGE22 DESIGN LAB

22 DEFINE OUR AUDIENCE Usage Patterns Regarding Coffee Consumption How many times will you visit this Starbucks? One Time (or) Multiple Times How long will you stay? 5-10 min. 10-30 min. 30-1 hr. plus Within these parameters, how do we deliver a better coffee experience? OBSERVATION DESIGN APPROACH NEXT STEPS ORANGE22 DESIGN LAB

23 DEFINE OUR AUDIENCE We have identified 3 customer types THE TOURISTS THE LOCAL THE COMMUTER Visits - One Time Visits - Multiple Visits - Multiple Time - 10 min - 1 hr. plus Time - 10 min - 1 hr. plus Time - 5-10 min. OBSERVATION DESIGN APPROACH NEXT STEPS ORANGE22 DESIGN LAB

24 The Tourists “We’ve been in LA for 5 days now. Yesterday we did Universal Studios and Hollywood today. We were both exhausted from all the walking and stopped into Starbucks to relax and rest our feet and we were pleasantly surprised. It’s very different from our Starbucks back home. This place feels like LA but in a good way. We were also able to orient ourselves and discover local points of interest.” Richard & Louise KEY ATTRIBUTES Visitors from East Coast • Size Potential: Large Ages: 55, 60 • Possible Locations: Key tourist destinations Number of Visits: 1 • Brand Attributes / Value: The humanistic Starbucks, Global Relevance, Length of Stay: 30 min. - 1 hour Mission, Comfort • Our Goal: To design a space that teaches customers how coffee is made, where “LA draws 20-25 million tourists every it comes from and bring them behind the scenes to learn about how Starbucks year, catering to the unique desires of was founded, why it was created and its long term vision and goals. each one with unparalleled diversity and countless entertainment options.” -Los Angeles.com OBSERVATION DESIGN APPROACH NEXT STEPS ORANGE22 DESIGN LAB

25 Other Tourists Family with kids on Young couple LA Local with parents Backpackers from vacation sightseeing in town Europe OBSERVATION DESIGN APPROACH NEXT STEPS ORANGE22 DESIGN LAB

26 The Local “I write whenever inspiration strikes me, that can be at anytime day or night. I sometimes suffer from ‘cabin fever’ and I just need to get out and have some human interaction. That’s where Starbucks comes in, it’s like my second home and I can easily spend several hours there. I’ve made friends with the Barista’s, many of them are trying to break into the film industry just like me.“ Jake KEY ATTRIBUTES Student & Aspiring Writer • Size Potential: Medium Age: 25 • Possible Locations: Residential Communities Number of Visits: Daily/Weekend • Brand Attributes / Value: Comfort, Community, Local Relevance, Fun, Length of Stay: 30 min. - 1 hour Reaffirmation • Our Goal: To design a space that’s about the customer and their specific “Los Angeles is made up of dozens of small neighborhood to have local relevance. communities with their own distinct cultural personalities, this City of Angels will forever be many things to many people.” -YahooTravel OBSERVATION DESIGN APPROACH NEXT STEPS ORANGE22 DESIGN LAB

27 Other Locals Santa Monica Local Highland Park Local Inglewood Local Torrance Local OBSERVATION DESIGN APPROACH NEXT STEPS ORANGE22 DESIGN LAB

28 The Commuter “I’m a busy guy and I don’t have time to wait in line. That’s why these smaller ‘Express’ Starbucks are so great. I can get in and get out quickly. It’s conveniently located on my way to work so now it’s become part of my daily routine.” Barry KEY ATTRIBUTES Sports Agent • Size Potential: Small Ages: 38 • Possible Locations: Key commuter patterns Number of Visits: Daily/Weekday • Brand Attributes / Value: Efficient, Powerful, Ah-ha moment, Discovery Length of Stay: 5-10 minutes • Our Goal: To design a space that tells the SB story over many visits in short bursts of 5 min intervals. “At 29 minutes, Los Angeles has among the nation’s highest average commute times.” -US Census Bureau News “LA invented the freeway” OBSERVATION DESIGN APPROACH NEXT STEPS ORANGE22 DESIGN LAB

29 Other Commuters By Car - Silverlake to By Blue Line - Long By Car - Malibu to By Bus - Pasadena to Santa Monica Beach to Downtown Hollywood Mid-Wilshire OBSERVATION DESIGN APPROACH NEXT STEPS ORANGE22 DESIGN LAB

30 TELL THE STARBUCKS STORY Now that we have defined our customers: 1. What are their needs and expectations? 2. How do we satisfy them in the physical space? 3. How do we tell an authentic Starbucks story with the number of visits and length of stay that we have with our customer? OBSERVATION DESIGN APPROACH NEXT STEPS ORANGE22 DESIGN LAB

31 TELL THE STARBUCKS STORY Our Proposal: We would like to design 3 different spaces. Each space catering to the unique demands of our 3 Los Angeles customer profiles. We define these 3 design directions as: 1. For the Tourists - Starbucks Signature 2. For the Locals - My Starbucks 3. For the Commuters - Starbucks On The Go OBSERVATION DESIGN APPROACH NEXT STEPS ORANGE22 DESIGN LAB

Starbucks Signature 32 Customer needs Touchpoint opportunities Sense of place Customers should be greeted by a hostess. Home away from home Space should be warm comfortable & inviting. Smell of Coffee and cinnamon rolls trigger memories of home Wants to be able to tell Create visceral & emotional experience stories back home about via narrative story of ‘coffee’. their trip Demonstrate coffee roasting The Tourists Orient where they are and Map wall of the local area that local points of interest highlights local landmarks & tells a story of that region of LA. Use an LA Creed statement Interacting with other Community “Great Table” travellers that seats 8 or more OBSERVATION DESIGN APPROACH NEXT STEPS ORANGE22 DESIGN LAB

Starbucks Signature 33 Customer needs Touchpoint opportunities People watching Good sight lines for people watching and observation. Window locations are key Comfortable seating lounge type atmosphere with cushioned seating Internet access Kiosk or computer available for planning trips and checking email Curiosity about the local Community wall featuring local community culture and things to do The Tourists Souvenir Coffee cup or Starbucks card that has a graphic reflecting the unique character of LA. Sightseeing Podcasts with self-guided tours OBSERVATION DESIGN APPROACH NEXT STEPS ORANGE22 DESIGN LAB

What is the ‘Signature’ experience? Architectural Emotional • Authentic/ Vintage • Theatrical • Layered/ Textural • Exciting • Interactive/ Educational • Surprise • Decoration & Ornamentation • Nostalgic • Wood Floors • Romantic OBSERVATION DESIGN APPROACH NEXT STEPS ORANGE22 DESIGN LAB

2 STARBUCKS SIGNATURE Signature experience Authentic Dramatic Lighting Theatrical Displays OBSERVATION DESIGN APPROACH NEXT STEPS ORANGE22 DESIGN LAB

My Starbucks 34 Customer needs Touchpoint opportunities Wants the same drink Greeted with “Would you like your usual every time drink?” Starbucks card with RFID that recognizes drink history Wants to be treated special Rewards club for consistent as a regular customer customers providing discounts and free drinks. Creative inspiration Showcase other local aspiring artists with art exhibits, poetry readings & live musical performances The Local Interacting with others Community “Great Table” that seats 8 or more Needs to be amongst people to get Good sight lines for people watching out of the office. and observation. OBSERVATION DESIGN APPROACH NEXT STEPS ORANGE22 DESIGN LAB

My Starbucks 35 Customer needs Touchpoint opportunities Space to spread out books and Provide ample table space. Shelving, papers, an appropriate work space niches, coat hooks etc. Flexible table arrangements Comfortable seating Lounge type atmosphere with cushioned seating The Local Work on laptop, use blackberry, Provide power ports for plug in laptop, ipod etc. blackberry, ipod etc. Access internet Wireless internet and ethernet ports Needs to know what is going Community wall featuring local events, on in the community job listing, musicians wanted etc. Wants to know what is Provide newspapers, magazines & going on in the world books free of charge Home feeling Serve coffee in ceramic cups OBSERVATION DESIGN APPROACH NEXT STEPS ORANGE22 DESIGN LAB

What is the ‘My Starbucks’ experience? Architectural Emotional • Lounge Space/ Home Office • Home/ Comfort • Tactile & Textural • Welcome/ Warm/ Soothing • Lived In & Cozy • Safe • Neutral/ Soft lighting • Slow/ Laid-Back/ Casual • Gathering Space • Familiarity OBSERVATION DESIGN APPROACH NEXT STEPS ORANGE22 DESIGN LAB

MY STARBUCKS My Starbucks experience Functional Cozy OBSERVATION DESIGN APPROACH NEXT STEPS ORANGE22 DESIGN LAB

Starbucks On the Go 36 Customer needs Touchpoint opportunities Convenience These Starbucks will be in heavily trafficked areas. Potential for smaller pop up stores like a newstand possibly In a hurry and doesn’t have time Offer ‘express lane’ for drip coffee. to wait in line Streamline the ordering process Already knows what he’s going Reduce the number of menu to order items. Space to sit or stand to drink Provide standing drink rail and bar The Commuter my coffee and eat my muffin height tables. No lounge seating OBSERVATION DESIGN APPROACH NEXT STEPS ORANGE22 DESIGN LAB

Starbucks On the Go 37 Customer needs Touchpoint opportunities Don’t like to wait for Condiments can be an island fixture to allow other customers at the multiple customers access at the same time condiments table from all sides Wants to be informed, Provide a single, simplified brand message but very limited on time that raises customers social awareness. The Commuter Don’t want to be Merchandising, food and drink options will overwhelmed with too be limited to essential items. Streamline the many decisions customers experience Would prefer to pay with Utilize prepaid Starbucks cards and RFID card and not waste time connected to charge cards to speed up with cash transactions transaction process OBSERVATION DESIGN APPROACH NEXT STEPS ORANGE22 DESIGN LAB

What is the ‘On The Go’ Experience? Architectural Emotional • Clean Lines • Speed/ Fast/ Motion • Limited Materials/ Color Pallet • Immediate • Open/ Transparent • Energy/ High Intensity • Smart/ Easily Up-Datable • Unusual/ Unique/ Curious • Tile Or Hard Flooring • Exciting OBSERVATION DESIGN APPROACH NEXT STEPS ORANGE22 DESIGN LAB

ON THE GO On The Go experience Clean Lines Energy OBSERVATION DESIGN APPROACH NEXT STEPS ORANGE22 DESIGN LAB

38 Key Opportunities for future locations and/or renovations. Tourists Locals Commuters • Disneyland • Hollywood • Freeways (the 210, the 10, the 60, the • Hollywood Sign • Westwood 91, the 105, the 405, the 5, the 705, • Grauman’s Chinese Theater • Santa Monica the 57, the 55) • The Queen Mary • Silverlake • Major Streets (Hollywood Blvd., Sunset • La Brea Tar Pits • Pasadena Blvd., Santa Monica Blvd., Wilshire Blvd., • Sunset Boulevard • Newport Beach Figuroa, La Brea, La Cienega, Western) • Griffith Park Observatory • Burbank • Metro-Bus & Rail (Red Line, Gold Line, • Santa Monica Pier/Venice Beach/Sun • Venice Beach Green Line, Blue Line, Orange Line) OBSERVATION DESIGN APPROACH NEXT STEPS ORANGE22 DESIGN LAB

39 SUMMARY This strategic approach builds upon your existing presence while enrichening it through a new layer of architectural expressions: Starbucks Signature, My Starbucks & Starbucks On-The-Go On-The-Go Density: Heavy Existing Starbucks Density: 700+ My Starbucks Signature Density: Medium Density: Lite OBSERVATION DESIGN APPROACH NEXT STEPS ORANGE22 DESIGN LAB

40 MILESTONES IV. Next Steps 1. Conceptual Design - Definition of design/variables; design vignettes; integration of messaging/strategy; including colors, materials, components, etc. Due 5.01.08; Starbucks approval 5.05.08 5 Decks + PDF 2. Final Design - Finalization of design/variables; design vignettes; integration of messaging/strategy; including, colors materials, components, etc. Due 6.02.08; Starbucks approval 6.06.08 5 Decks + PDF 3. Final (Senior Management) Presentation (Seattle) - 6.16.08 8-10 Boards (24x36) + 10 Decks + PDF OBSERVATION DESIGN APPROACH NEXT STEPS ORANGE22 DESIGN LAB

41 Thank You Dario Antonioni James Feser Laura Evans and Team OBSERVATION DESIGN APPROACH NEXT STEPS ORANGE22 DESIGN LAB

Orange22 Starbucks Project Part 01: Brand Strategy

by darioantonioni on Dec 03, 2009

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Orange22 Starbucks Project Part 01: Brand Strategy — Presentation Transcript