# Starbucking CASE: Starbucks innovations that may or may not save America's favourite coffee. By [Bianca](https://www.trendhunter.com/bianca), Brand & Innovation Strategist | Published Sep 25, 2008, updated Nov 19, 2009 | Category: [Lifestyle](https://www.trendhunter.com/pro/category/lifestyle-trends) Source: Trend Hunter, https://www.trendhunter.com/protrends/starbucking-starbucks-innovations-that-may-or-may-not-save-americas-favouri ## Key Figures - Trend score: 3.6/10 - Evidence articles: 9 ## 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. ## At a Glance - Evidence: 9 featured examples - Articles from: Jan 5 to Aug 5, 2008 - Published: Sep 25, 2008 - Patterns: [Convergence](https://www.trendhunter.com/pattern/convergence), [Divergence](https://www.trendhunter.com/pattern/divergence) - Megatrends: [Co-creation](https://www.trendhunter.com/megatrend/co-creation), [Hybridization](https://www.trendhunter.com/megatrend/hybridization) ## Audience - Gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America ## Themes within the Starbucking trend ### Eco-consciousness Upcycling Starbucks gift cards into unique coasters is one example of how consumers are becoming more environmentally friendly. ### 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. ### 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. ## What the Starbucking trend means for industry ### For 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 for Starbucking Trend score 3.6 out of 10, from popularity 54%, activity 45%, freshness 8%. - Popularity: 54% - Activity: 45% - Freshness: 8% ## Examples of the Starbucking trend 9 featured examples from Jan 5 to Aug 5, 2008. - [Starbucks Card Mosaic Coasters](https://www.trendhunter.com/trends/starbucks-coasters-flawed-frock): Upcycled Art by Flawed Frock (Category: Eco) Implication: Opportunity for businesses to provide resources, tutorials, and products for upcycling projects. - [Starbucks Tries Protein Drinks](https://www.trendhunter.com/trends/starbucks-vivanno-protein-smoothies): New Vivanno Smoothies (Category: Lifestyle) Implication: 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. - [Order A Starbucks From Your iPhone](https://www.trendhunter.com/trends/order-a-starbucks-with-your-iphone-quickorder): QuickOrder (Category: Tech) Implication: The retail industry has the opportunity to benefit from mobile ordering and semacode technology to improve customer experiences and increase sales. - [Starbucks Gets a Tummy Tuck](https://www.trendhunter.com/trends/starbucks-gets-a-tummy-tuck-new-skinny-beverage-lineup): New "Skinny" Beverage Lineup (Category: Lifestyle) Implication: 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. - [$1 Starbucks + Free Refill](https://www.trendhunter.com/trends/starbucks-free-refill-dollar-mcdonalds): Starbucks Fights to Keep up with McDonalds (Category: Lifestyle) Implication: The coffee retail industry needs to innovate and adapt to changing customer preferences and competition from fast-food chains like McDonald's. - [Cheaper Afternoon Coffee](https://www.trendhunter.com/trends/starbucks-2-iced-drinks-after-2-pm): Starbucks $2 Iced Drinks After 2 PM (Category: Lifestyle) Implication: Coffee shops can increase sales and attract new customers by implementing new and innovative sales strategies like Starbucks' $2 iced drinks after 2pm promotion. - [Boosted Caffeine](https://www.trendhunter.com/trends/starbucks-energy): Starbucks Adds "Energy" To Drinks (Category: Unique) Implication: Food and beverage companies can expand their product offerings to include energy-boosting additives for coffee and other drinks. - [Fighting McCafe](https://www.trendhunter.com/trends/starbucks-free-wi-fi-mccafe): Starbucks to Offer Free Wi-Fi (Category: Lifestyle) Implication: Coffee shops need to rethink their business models to stay competitive and offer personalized services and value-added benefits to customers. - [Starbucks Gets Pricier, Fancier](https://www.trendhunter.com/trends/proven-marketing-strategy-starbucks-testing-premium-blend-higher-price): Brewed to Order Premium Blend (Category: Lifestyle) Implication: Starbucks' premium coffee offering is positioning the coffee giant to tap into the luxury coffee segment. ## Recent trend clusters - [Sugar Moderation](https://www.trendhunter.com/protrends/sugar-moderation) (Lifestyle) - [Effortless Rounds](https://www.trendhunter.com/protrends/golf-training-devices) (Lifestyle) - [Flavor Rotation](https://www.trendhunter.com/protrends/rotating-bakery-menu) (Lifestyle) - [Occasion Coding](https://www.trendhunter.com/protrends/holiday-themed-desserts) (Lifestyle) ## Trending in Lifestyle - [Lifestyle Subscription Advent Calendars](https://www.trendhunter.com/trends/fab-fit-fun-advent-calendar) - [Mystery Packaging Campaigns](https://www.trendhunter.com/trends/cow-not-laughing) - [Multi-Benefit Protein Shakes](https://www.trendhunter.com/trends/comes-in-three-flavors) - [Fashionable Frozen Yogurts](https://www.trendhunter.com/trends/aritzias-aok-caf) All articles: [Lifestyle](https://www.trendhunter.com/lifestyle)