Overexpansion led to a significant downsizing of stores and employees. The increase in stores also led to the concept of Starbucks being a “grab-and-go” coffee. We want to take Starbucks back to when it was a beverage you sat down and cherished, rather than a pit stop on the way to work. Although grab-and-go coffee is favorable to those on the run, it is important to reserve time for yourself. We want to remind consumers of what they can gain from their experience at Starbucks. It is a luxury and retreat, rather than just a grab-and-go coffee. It is an escape. Starbucks promises to not only supply customers with high-quality coffee, but to also provide a calm, relaxing environment where they can unwind.
<ul><li>Attributes that set Starbucks apart from standard coffee shops like Dunkin Donuts: </li></ul><ul><ul><li>Starbucks is a premium coffee and an exclusive brand. </li></ul></ul><ul><ul><li>It has all the taste and flavor customers desire. </li></ul></ul><ul><ul><li>This European style coffee house provides a relaxing environment for social interactions or individual spare time. </li></ul></ul><ul><li>Additionally, Starbucks offers: </li></ul><ul><ul><li>Comfortable seating </li></ul></ul><ul><ul><li>A classy, yet calm atmosphere </li></ul></ul><ul><ul><li>Accommodating employees </li></ul></ul><ul><ul><li>& all the amenities to make your experience more enjoyable </li></ul></ul>Most people see Starbucks as your typical grab-and-go coffee shop. However, there’s more to this coffee company than what meets the eye. Whether you want a moment to unwind, or need a quiet place to work, Starbucks has it all. There is no better place to kick up your feet and enjoy a fresh-brewed cup of coffee. Starbucks guarantees high-quality coffee in an up-scale, yet relaxing environment.
Single Male New York City 28 years old Determined Self Confident Energetic Social <ul><li>Bachelor of Science in Business with a minor in Communications </li></ul><ul><li>Communications Director for Marvel Entertainment </li></ul><ul><li>In his spare time, he enjoys dining out, hanging with friends, intimate conversations, and reading. </li></ul><ul><li>However, with a job as large scale as his, free time is a rarity. </li></ul><ul><li>Starbucks is conveniently located down the block from his office, so he goes there to escape from his heavy workload. </li></ul>
Middle to upper class men and women Ages 25 to 45 They are constantly on the go and have multiple issues to deal with, whether it is a heavy workload or a hectic home life. They need a place to go where they can escape from the craziness at work or at home.
Businessman Using his suitcase as a pillow Laying in a bed of coffee beans Starbucks transforms into his own oasis Coffee is his comfort
In order to get the full Starbucks experience, it is essential for customers to enjoy their beverage in the actual store. By ordering coffee to stay, the customer is able to escape and unwind, while enjoying the finest coffee. Every time you order a beverage to stay, you receive one Star-buck. A Star-buck represents one drink, rather than an actual dollar value. The Star-bucks will be put on a card that comes in two convenient sizes: the size of a credit card, or a smaller size than can be attached to a keychain. For every five Star-bucks earned, you will be granted one Tall-size beverage. Your beverage can be coffee, tea, hot, or cold. In order to find out how many Star-bucks you have earned and how far away you are from a free drink, you can go to the Star-bucks Web site at http://www.starbucks.com/star-bucks . If you sign up for the card on the Web site, you automatically receive one free Star-buck. Also, if you refer a friend to getting a Star-bucks card, you also receive one free Star-buck.