This Starbucks Coffee Bar Sparks Conversation About Coffee
Laura McQuarrie — December 14, 2016 — Marketing
References: eventmagazine
An all-new Starbucks coffee bar has been launched on Los Angeles' La Brea Avenue as the first of its kind in Southern California to bring Reserve coffee to life.
The in-store bars were intentionally designed so that consumers have the choice between two different kinds of spaces: one that will allow them quick service for picking up a beverage, as well as another that supports in-depth discussions about coffee. Those who want to be educated about Starbucks Reserve will find themselves in an upscale environment that reminds of some of the other Reserve Roastery locations that have been opened by the coffee chain in the past.
By 2021, it's expected that the small-lot Reserve coffee will make up about 20% of Starbucks' in-store portfolio.
The in-store bars were intentionally designed so that consumers have the choice between two different kinds of spaces: one that will allow them quick service for picking up a beverage, as well as another that supports in-depth discussions about coffee. Those who want to be educated about Starbucks Reserve will find themselves in an upscale environment that reminds of some of the other Reserve Roastery locations that have been opened by the coffee chain in the past.
By 2021, it's expected that the small-lot Reserve coffee will make up about 20% of Starbucks' in-store portfolio.
Trend Themes
1. Interactive Retail Spaces - Starbucks is creating interactive coffee bars to encourage conversations about coffee and elevate the customer experience.
2. Upscale Coffee Education - Starbucks is offering a more upscale education in coffee by bringing an environment that reminds of some of the other Reserve Roastery locations that have been opened by the coffee chain.
3. Premiumization - Starbucks Reserve is a premium coffee offering that's set to become a sizable portion of the brand's in-store portfolio by 2021.
Industry Implications
1. Hospitality - Hotels can create interactive cocktail bars to encourage guests to learn about and try new drinks, much like Starbucks Reserve.
2. Retail - Retailers can elevate customer experiences by creating interactive spaces that allow for experiential product education.
3. Food and Beverage - Food and beverage companies can capitalize on the premiumization trend by offering high-end, exclusive product lines that cater to consumers who are seeking elevated experiences.
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