Starbucks recently announced that it will be unveiling new store formats to address the wants and needs of different consumer types or personas.
For example, the coffee giant will open an Interactive Roastery and Tasting Room for fanatics in Seattle. The 15,000-square-foot facility will act as a “union of coffee theater and manufacturing” in a “retail environment devoted to beverage innovation,” according to a press release.
In addition, Starbucks plans to open more small-footprint, Starbucks Express stores, which cater to time-starved consumers who just want to get their coffee and go.
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Below, the RTP editors share their thoughts on these new ventures:
Debbie Hauss, Editor-In-Chief: Evolve or die. Particularly in retail, companies can not remain stagnant. They must innovate. Starbucks has been a shining example of a company that has embraced new ideas as it has expanded. Drive-through stores, the interactive roastery, shops with happy hours, coffee trucks, pop-up shops and smaller footprint locations all will continue to help extend the life of the Starbucks brand. I am probably a good example of a Starbucks customer who will appreciate some new ideas. When I travel to different cities, I often gravitate toward a more unique coffee shop that fits into the local environment. If Starbucks can find ways to blend in to different environments, it will attract new and more loyal customers.
Alicia Fiorletta, Senior Editor: Starbucks is a company that has always taken chances and has strived to innovate in everything from its customer engagement strategies, to payment, to of course, store concepts. Over the years, I’m sure Starbucks has gotten to learn about its customers, their preferences and has used these different personas as inspiration for their new business models. I know myself, as a stressed out coffee junky, will love having more Starbucks drive-thrus around.
Rob Fee, Managing Editor: The drive-thru line at my local Dunkin’ Donuts snakes around the building and out into the road — often creating its own mini traffic jam — almost every morning. It’s no secret that morning commuters want their coffee as fast and as convenient as possible. Starbucks’ express concept taps directly into that, and I’d expect expansions of it to succeed. It’s a simple case of meeting demand.
But the coffee vendor seems to want the best of both worlds, and the Starbucks Reserve concept seems to be the polar opposite of express. It’s not fast. It’s certainly not cheap. Its value is in the experience. Although I can visualize a market for this in New York or San Francisco, I don’t expect a Starbucks Reserve store out in the suburbs anytime soon. However, if this concept leads a better variety of beans available for purchase at local Starbucks, and the company indicates that it will, then coffee connoisseurs throughout the country still win.
Kim Zimmermann, Managing Editor: I think targeting coffee aficionados is a good move. Years ago I spent two days on a press trip to Starbucks headquarters, where I go t an education in coffee. Beyond the baristas, there is a collective knowledge about the process among everyone who works that that I am sure coffee lovers would seek out. They could have groups come to soak up the expertise, much like a wine tasting session. A good move to diversify.
Glenn Taylor, Associate Editor: It’s amazing that Starbucks has maintained such an ongoing state of growth. With the company expecting to open up more than 3,000 stores through 2014 and 2015, it’s safe to say the company is confident that it has the resources capable to continue making high profits. It appears Starbucks is attempting to capture the tourist types, the specialty coffee lovers and the on-the-go consumers, all in one swoop. The strategy is certainly bold, but the apparent returns they have gotten from the initial stores for each category make it a worthwhile investment on paper. Location will be the major factor in the success of the Starbucks Express shops and dedicated cafes, and I expect them to be placed throughout high-traffic areas.
Brian Anderson, Associate Editor: If I had to put money on a coffeehouse chain that would innovate how people got their coffee, it would have to go on Starbucks. It’s because they’re trendy, and these drive-through locations are a great start. The company also plans to have Starbucks Coffee trucks that will patrol college campuses. They know who their target audience is, and they are finding nifty ways of getting their attention.
