This document outlines a presentation by Orange22 Design Lab to redesign Starbucks stores to shift perceptions from corporate to community. It analyzes Starbucks' brand values and customer perceptions, as well as competitors and other retailers that create experiences. Orange22 proposes designing 3 different store concepts - "Starbucks Signature" for tourists, "My Starbucks" for locals, and "Starbucks On The Go" for commuters. The Signature stores would provide an authentic, theatrical experience through layered design to tell Starbucks' story over a longer visit.

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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. 2
OVERVIEW
I. Observation
II. Design Approach
III. Next Step
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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?
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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”.
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BRAND VALUE
What is the Starbucks experience?
AUTHENTIC CONSIDERATE CREATIVE
FUN TRANSFORMATIVE UPLIFTING
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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
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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
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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
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OTHER RETAILERS
How are other retail stores
creating experience?
Whole Foods Fred Segal Apple
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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
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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
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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
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THE COMPETITION
Who are your competitors?
Stumptown Groundwork McDonalds
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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
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THE COMPETITION
Groundwork
Architectural Emotional
• Textured Materials • Discovery
• Re-Purposed Elements • Excitement
• Combination Of “Old And New” • Authentic
• Layered Experience • Hope
• Interactive • Considerate
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THE COMPETITION
McDonalds
Architectural Emotional
• Locally Relevant Exteriors • Convenient
• Café Adjacent To Store • Variety
• Interior Space Is Spare • Clever
• Visual Hierarchy • Fun
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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?
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What is the Los Angeles experience?
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Los Angeles is a Destination
EXCITING
HISTORICAL
ENTERTAINING
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Los Angeles Culture and Community
DIVERSE
INSPIRING
UNIQUE
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Los Angeles People
ACTIVE
CASUAL
PLAYFUL
PLAYFUL
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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?
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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.
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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
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Other Tourists
Family with kids on Young couple LA Local with parents Backpackers from
vacation sightseeing in town Europe
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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
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Other Locals
Santa Monica Local Highland Park Local Inglewood Local Torrance Local
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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”
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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
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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?
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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
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32. 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
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33. 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
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34. What is the ‘Signature’ experience?
Architectural Emotional
• Authentic/ Vintage • Theatrical
• Layered/ Textural • Exciting
• Interactive/ Educational • Surprise
• Decoration Ornamentation • Nostalgic
• Wood Floors • Romantic
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STARBUCKS SIGNATURE
Signature experience
Authentic Dramatic Lighting
Theatrical Displays
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36. 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.
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37. 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
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38. 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
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39. MY STARBUCKS
My Starbucks experience
Functional Cozy
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40. 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
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41. 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
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42. 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
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43. ON THE GO
On The Go experience
Clean Lines Energy
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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)
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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
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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
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Thank You
Dario Antonioni
James Feser
Laura Evans
and Team
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