Category
Lifestyle
Effortless Rounds
Trend cluster
Category
Starbucking
CASE: Starbucks innovations that may or may not save America's favourite coffee.
3.6
Trend score
Trend
What is the Starbucking trend?
Starbucking: 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
Themes within the Starbucking trend
Three behaviours holding the trend together01
Eco-consciousness
Upcycling Starbucks gift cards into unique coasters is one example of how consumers are becoming more environmentally friendly.
02
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.
03
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
What the Starbucking trend means for industry
Where the trend changes the playbookFor
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.
For
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.
For
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.
Trend signals
Trend signals for Starbucking
Trend score 3.6 out of 10, from popularity 54%, activity 45%, freshness 8%.
Popularity54%
Activity45%
Freshness8%
Audience
50%Men
50%Women
- Gen Alpha (not a primary audience)
- Gen Z
- Millennial
- Gen X
- Boomer (not a primary audience)
Market
North America
Evidence
Examples of the Starbucking trend
9 featured examples from Jan 5 to Aug 5, 2008CategoryEco
Starbucks Card Mosaic Coasters
Upcycled Art by Flawed Frock
Opportunity for businesses to provide resources, tutorials, and products for upcycling projects.
CategoryLifestyle
Starbucks Tries Protein Drinks
New Vivanno Smoothies
Coffee shops can capitalize on the trend of offering protein drinks to appeal to a wider audience and expand their menu offerings beyond traditional coffee beverages.
CategoryTech
Order A Starbucks From Your iPhone
QuickOrder
The retail industry has the opportunity to benefit from mobile ordering and semacode technology to improve customer experiences and increase sales.
CategoryLifestyle
Starbucks Gets a Tummy Tuck
New "Skinny" Beverage Lineup
Competitors in the coffee shop industry may need to adjust their menus to include low-calorie and sugar-free options in response to Starbucks' new lineup.
CategoryLifestyle
$1 Starbucks + Free Refill
Starbucks Fights to Keep up with McDonalds
The coffee retail industry needs to innovate and adapt to changing customer preferences and competition from fast-food chains like McDonald's.
CategoryLifestyle
Cheaper Afternoon Coffee
Starbucks $2 Iced Drinks After 2 PM
Coffee shops can increase sales and attract new customers by implementing new and innovative sales strategies like Starbucks' $2 iced drinks after 2pm promotion.
CategoryUnique
Boosted Caffeine
Starbucks Adds "Energy" To Drinks
Food and beverage companies can expand their product offerings to include energy-boosting additives for coffee and other drinks.
CategoryLifestyle
Fighting McCafe
Starbucks to Offer Free Wi-Fi
Coffee shops need to rethink their business models to stay competitive and offer personalized services and value-added benefits to customers.
CategoryLifestyle
Starbucks Gets Pricier, Fancier
Brewed to Order Premium Blend
Starbucks' premium coffee offering is positioning the coffee giant to tap into the luxury coffee segment.
