Starbucks goes outside the coffee shop
What goes on in the company in bringing the renowned coffee brand outside its shops?
Michael Conway, president of Starbucks Global Channel Development, said, “Our goal is to bring the Starbucks store experience alive in the aisle. Almost as if a barista is standing with you in the store while you’re making a buying decision, offering you a tall skinny mocha.”
“While most people think the majority of coffee purchasing and consumption occurs in cafes, actually the opposite is true.”
“Of all the moments that Americans consume coffee, only 20 percent happen in retail stores. That’s a vast opportunity for us,” he said.
Starbucks products are available in more than one million places outside the coffee shop in nearly 40 countries around the world, including groceries and convenience stores.
“Some of our grocery spaces pull through design elements from Starbucks stores,” Conway said.
“It’s like a mini store with design features like a pendant light, tile backsplash, a counter that mimics the hand-off plane – signal a unique experience.”
The Frappuccino is one Starbucks product that can be found outside cafes.
“S’mores Frappuccino is being introduced in Starbucks stores later this month and a bottled version is now available,” he said.
