# Experiential Coffee Bars The Roastery and Tasting Room Provides an Interactive Coffee Journey By Laura McQuarrie | Published 2015-10-13 | Tech Source: Trend Hunter, https://www.trendhunter.com/trends/the-roastery References: [digitalbuzzblog](http://www.digitalbuzzblog.com/starbucks-the-roastery-app-experience/) & [roastery.starbucks](http://roastery.starbucks.com/) The Roastery and Tasting Room from [Starbucks](https://www.trendhunter.com/trends/starbucks-new-ads) in Seattle uses the power of storytelling through beacons to take visitors on a unique experience through the process that beans go through from harvesting to drinking. Visitors are guided through a physical space with the Roastery app, which guides the mobile experience. Through a series of interactive illustrations on the app, people are able to come to better understand the journey their coffee beans take in order to go from field to cup. Once a location-specific beacon is triggered, app users will receive prompts with messages like: "Learn to refine your coffee palate at the [Experience Bar](https://www.trendhunter.com/trends/mega-experience-center)." Experiential marketing has become incredibly popular over the past few year, particularly because this form of advertising makes it possible for marketers to engage audiences in a way that is theatrical, [immersive, and multi-sensory](https://www.trendhunter.com/trends/ninja-luxe-caf). ## Trend Insights (Trend Hunter) - Score: 4.9/10 - Popularity: 68% | Activity: 71% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Tech](https://www.trendhunter.com/tech) > [Mobile](https://www.trendhunter.com/mobile) ## Key Themes ### What Makes This Trend Stand Out - **Experiential Marketing:** Using interactive storytelling and immersive experiences to engage audiences in a theatrical and multi-sensory way. - **Mobile-guided Experiences:** Utilizing mobile apps and location-specific beacons to guide visitors through interactive illustrations and prompts for a personalized journey. - **Coffee Journey Education:** Providing consumers with a deeper understanding of the coffee journey, from harvesting to drinking, through interactive illustrations and educational experiences. ### Sectors Adopting This - **Coffee Industry:** Incorporating interactive coffee journey experiences and mobile-guided apps to enhance branding and consumer engagement. - **Hospitality Industry:** Creating immersive and interactive spaces, such as experiential coffee bars, to attract and engage guests for a memorable experience. - **Retail Industry:** Implementing mobile-guided experiences and interactive storytelling techniques to enhance customer interactions and drive sales. ## Related on Trend Hunter - [Coffee Discovery Apps](https://www.trendhunter.com/trends/wheres-the-beans.md) - [Enchanting Phygital Sensory Experiences](https://www.trendhunter.com/trends/gifts-of-the-forest.md) - [Micro-Batching Coffee Concepts](https://www.trendhunter.com/trends/in-store-coffee-concept.md) - [Multi-Sensory Pop-Up Galleries](https://www.trendhunter.com/trends/popup-gallery.md) - [Cheeky Coffee Ads](https://www.trendhunter.com/trends/starbucks-new-ads.md) - [Retrospective Multisensory Installations](https://www.trendhunter.com/trends/experiential-townhouse.md) - [Restored Cafe Culture Retailers](https://www.trendhunter.com/trends/starbucks-coffee-house.md) - [On-the-Go Coffee Bars](https://www.trendhunter.com/trends/the-nespresso-bar.md) - [Espresso Martini Flights](https://www.trendhunter.com/trends/espresso-martini-flight.md)