Starbucks pioneered the cultural movement of the third place. Although, as the coffee culture in North America evolves, major players like Blue Bottle, Stumptown, and Sight Glass coffee are starting to accumulate more cultural relevance than the seemingly outdated Starbucks.
We focused on understanding a cohort infatuated with Instagramable locations and products, with a keen focus on quality and craftsmanship. This was not specific to an age but rather a type of mindset that was being adopted in the culture at the time.
As a team, we proposed a plan of action and designed a program that Starbucks should embark on to better understand this new customer mindset and ultimately build new locations, and products for them.