STARBUCKS

RESERVE

 What is Starbucks Reserve?

Starbucks created Starbucks Reserve to compete with more upscale, boutique cafes.

 

There are two types of Starbucks Reserve retail experiences, the roasteries and the stores.

Starbucks Reserve Roasteries are the experience stores for tasting and observing the process of brewing and roasting coffee.

Starbucks Reserve Stores are the retail coffee shops.

 

Starbucks Reserve is one of Starbucks’ lines that carries the rarest and most extraordinary coffees Starbucks can offer. Starbucks Reserve serves premium roasts and brews coffee and mixology drinks, including cocktails and spirit-free drinks. 

 

Starbucks Reserve uses five different brewing methods for coffee, clover brewed, coffee press, siphon, modbar pour-over, and chemex. 

Challenge

To establish and differentiate “Starbucks Reserve™” as a separate high-end sub-brand of Starbucks®.

Starbucks Reserve includes Starbucks Reserve Roasteries and Starbucks Reserve Stores and Starbucks Reserve Coffee Blends.

Insight

Younger consumers (under 40) are more likely to consume coffee out of home than older consumers.

As coffee sale is rising, consumers demanding for specialty coffee, mocha, latte, espresso, and etc., is also increasing.

Elite coffee drinkers now care more about the kinds of coffee bean, where it is from, and how it is being brewed.

Source: 2019 NCDT

Why Starbucks Reserve?

Starbucks Reserve partners up with small, family-run farms to grow the extraordinary coffee beans.

At Starbucks Reserve, it has its own roasters, mixologists, and baristas in the stores, showing the art of making coffee and creating art using coffee.

Why Starbucks Reserve?

Starbucks Reserve partners up with small, family-run farms to grow the extraordinary coffee beans.

At Starbucks Reserve, it has its own roasters, mixologists, and baristas in the stores, showing the art of making coffee and creating art using coffee.

TASTE THE ART

Strategy

Rebrand/reposition Starbucks Reserve as a coffee art gallery.

Educate consumers about a NEW Starbucks experience that was created for coffee snobs.

Tactic

Create a multimedia campaign targeting at coffee snobs, establishing Starbucks Reserve Coffees, Roasteries, and Stores as high-end coffee experiences. Focus on quality of the coffee.

Target Audience

Male and Female

Age 25-40

Young professionals

Elite coffee drinkers, who look for an upscale coffee experience.

PR headline

“For those who wake up for coffee, not the other way around.”

Besides three print ads, social media Call to Action, and a short motion graphic.

There will be a pop up Starbucks Reserve Bar at the airport to give people a taste of their destinations before the actual flight.

TASTE THE ART THEN PAINT THE TASTE

Coffee is the expression of our passion for the craft.

  1. Have a cup of FREE premium coffee

  2. Grab a marker

  3. Let your taste buds draw the lines

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