In an effort to make its stores more accessible to moms with young children, Starbucks UK recently began offering emergency diaper kits. As the number of millennials with children continues to rise, retailers are increasingly looking to accommodate their changing needs. The latest Starbucks campaign helps the chain position itself as a family-friendly space for young parents.
The new Starbucks UK initiative involves stocking stores with diaper kits that can be used by parents in the case of a bathroom emergency. In addition, the chain has also begun training its baristas to safely warm baby bottles, accommodate women looking for a private place to breastfeed and to help families set up high-chairs at tables. The program was launched as part of a partnership with the UK's National Childbirth Trust in an effort to make the chain more accessible to millennial parents.
Similar to Chick-fil-A's 'Mom's Valet' service, the new Starbucks campaign demonstrates one of the proactive ways that brands can appeal to moms with young children.