This document provides an overview of a Starbucks buyer persona named Need-A-Refill Rachel. It describes her as a college senior who is the president of a business organization and involved in empowering female entrepreneurs. She is goal-oriented, on-the-run, and relies on coffee to keep her powered throughout her busy day tackling tasks and meetings efficiently. The document also outlines how Starbucks helps her by providing reliably delicious coffee drinks and snacks to fuel professionals on the go and notes that she is an important demographic for the company as it aims to satisfy all types of consumers.

1. Starbucks
Buyer Persona Overview
October, 2015
Hannah Walter

2. Company History Snapshot
• 1971 – 2015
• Seattle-based coffee bean roaster and retailer
• Over 22,766 stores internationally

3. From traditional stores, to large scale cafés,
to drive-thru locations

4. Where We Are Today
Our buyer has transformed, just like our company.
Now, Starbucks is in the hands of a wide range of
consumers who ultimately want the same thing: a
great cup of coffee. What does that coffee stand for?
What do we stand for? Transforming the coffee
experience is at the forefront of our minds. Our
newest initiative, Starbucks Evenings locations, hit a
new type of customer, the kind looking for a variety of
beers and wines and appetizers after 4 p.m. We’re
taking the next step, eager to provide our consumers
with the a revolutionized experience.

5. Need-A-Refill Rachel
Background
• President of business organization
• Involved with a non-profit that empowers
female entrepreneurs for 6 semesters
• College senior, single, ready for the real
world
Demographics
• Skews Female
• 18 – 24
• $60,000+
• Urbanite professionals
Identifiers
• Jots down ideas and important notes in a
brown Moleskin
• Goal-oriented, open-minded, up-to-date, on-
the-run, trendy young professional
• Probably has a Grande hot decaf white mocha
(2 pumps) in her hand right now

6. Goals
• Tackle tasks efficiently, across the board
• Accept a job offer before graduation (from a
Fortune 500)
• Perfect personal business card
Challenges
• Finding enough time in the day to do
everything (i.e. update résumé, make it to a
7:45 a.m. meeting, run to class, meet with a
recruiter, eat)
• Having the energy to do everything
How We Help
• Make reliably delicious drinks with enough
caffeine and care to power professionals
through the day
• Providing a variety of pick-me-up snacks
and treats, French café style, to keep
consumers fueled
• Trendy and quaint shops make for inviting
stops while waiting for the perfect drink
Need-A-Refill Rachel

7. Real Quotes
• “I love having a cup of coffee with me
throughout the day, I’m always going from
place to place and rely on my coffee to
keep me going.”
• “Most of the time, price isn’t a concern. I’d
rather pay a little more for something I
know will be good.
Common Objections
• Is averaging four cups a day a bad thing?
• The cost could be lower. Some days I want
a cheaper fix.
Need-A-Refill Rachel

8. Marketing Message
• Convenient, delicious coffee enjoyed
as your hustle from point A to point B.
Social Media Messaging
• Primary platform – Twitter
– Rachel is always on the go, so she needs a
social media network as fast-paced as she is.
The quickest bytes of info, updates in 140
characters or less. She has business to
address, people to see, strides to make,
coffee in hand.
– Ex. “Great meet with @SarahVV, off to
@Deloitte Recruiter event at Heavener!
#itsgreatuf”
• Secondary platform – LinkedIn
– What better platform to connect with peers
and professionals?
Elevator Pitch
• The Starbucks promise: a great cup of
coffee no matter what location you visit, with
Need-A-Refill Rachel

9. Where We’re Headed
The Starbucks consumer expands a breadth
of personas, with Need-A-Refill Rachel
characterizing a singular and vital
demographic. The Starbucks goal is to
satisfy every consumer, from the on-the-go
student, to the erudite professor, to the busy
mom-of-three. We push ourselves to the
limit for our consumers, with coffee in hand.