Helping Starbucks brew up
The company that got its start on the cobblestone streets of Seattle’s Pike Place Market in 1971 has since grown into one of the most widely recognized brands in the world.
Having expanded well beyond a single store offering fresh-roasted coffee, tea, and spices, the brand is now the world’s largest coffeehouse chain with multiple brand extensions.
Among the most popular of these extensions is their Ready-to-Drink line – part of the “Starbucks at Home” offering. Positioned as a “me-moment that’s ready to go whenever you are,” the line offers several different blends of the company’s signature 100% Arabica coffee and creamy milk.
Recognizing the importance of their Heartland consumers in ensuring retail success, Starbucks retained NHG to provide additional understanding and awareness. Through a highly customized mix of qualitative and quantitative research, we provided insights that helped guide marketing and social media efforts aimed directly at a Heartland audience – in turn, supporting a division that continues to grow at a steady rate despite ever-growing competition.