CASE: Starbucks innovations that may or may not save America's favourite coffee
Implications - One of our case studies, Starbucks went from being a US hit to an international sensation, satisfying caffeine cravings from Berlin to Beijing. But in 2008 they closed 600 stores and struggled with profitability. Starbucks has built a strong brand, and if their new marketing tactics save them, they could make history.
Trend Themes
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Eco-consciousness — Upcycling Starbucks gift cards into unique coasters is one example of how consumers are becoming more environmentally friendly.
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Retail Technology — Partnering with Apple to allow customers to order and pay for Starbucks through iPhones shows the growing trend of retail technology use in the food and beverage industry.
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Health and Wellness — Starbucks' introduction of 'skinny' and protein-rich drinks, as well as discontinuing high-calorie breakfast sandwiches, indicates the trend of health and wellness being applied to menu offerings.
Industry Implications
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Food and Beverage — Starbucks' menu innovations and retail technology integration are trends that business professionals in the food and beverage industry can pay attention to.
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Retail — Starbucks' use of gift cards and loyalty programs, as well as offering free WiFi, are trends that business professionals in the retail industry can reference.
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Sustainability — The upcycling of Starbucks gift cards and Starbucks' discontinuation of breakfast sandwiches due to environmental concerns suggest the trend of sustainability being a focus for businesses to attract eco-conscious consumers.
