Starbucks

By bringing people together over coffee, Starbucks has become one of the world’s best-known and best-loved companies. They purchase, roast and serve award-winning coffee and also offer Italian-style espresso beverages, cold blended beverages, delicious food, premium teas and selected compact discs through their retail stores.

Objective

Starbucks needed solid competitive intelligence in advance of launching their new brand, Princi Bakery, in New York, Chicago, and Seattle.

Approach

Confidential Consumer targeted “foodies” in each market with detailed awareness and behavior surveys to recommend the most effective marketing tactics to employ against key competitors in each market. Mystery shoppers were also deployed post-opening to ensure demanding quality standards were being met.

Results

Local marketing messaging was crafted to reinforce Princi’s positioning, and store operational procedures were optimized to improve customer experience based on mystery shopper feedback.

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