Success does leave clues and the very first clue of successful foodservice retail is talk with the employees that are the closest to your customers. Starbucks just happens to do that better than just about any other foodservice company according to Foodservice Solutions® Grocerant Guru®.
Here is a perfect example of what I mean just beginning last weekend and ending this weekend Starbucks baristas are invited to feature their own creations in stores. At more than 7,500 U.S. Starbucks locations will have and will feature Barista Originals:” fall beverage recipes developed exclusively by baristas. The beverages will highlight classic ingredients found in Starbucks stores and showcase drink varieties including lattes, Frappuccino blended beverages, hot and iced teas and cold-brewed coffee drinks.”
Sarah Spencer, Starbucks marketing manager stated “At the beginning of the season, we saw a lot of excitement around fall flavors, especially after we introduced Starbucks Almondmilk,”…We wanted to tap into our baristas’ beverage artistry by giving them the opportunity to create new fall-inspired drink recipes to share with customers in their stores.”
Then Spencer and her team asked Starbucks baristas to submit their favorite fall beverage customization ideas through social media. The team discovered and tested 20 of the drink recipes and selected five of their favorites. For two weekends, baristas are invited to feature these beverages in their stores or use them as inspiration to create their own drinks.”
This promotion is perfect because the focus is both consumer interactive and participatory and each are keys to retail success. Yes, Starbucks understands marketing, empowerment and customers.
Spencer continued “While we were taste testing, we saw a few ideas for the same recipes,”. “That let us know that our baristas are creating their own flavor trends. We wanted to empower them to share their ideas with customers.”
Steven Johnson is Grocerant Guru® at Tacoma, WA based www.FoodserviceSolutions.us , with extensive experience as a multi-unit operator, consultant and brand/product positioning expert. Since 1991 Foodservice Solutions® of Tacoma, WA has been the global leader in the Grocerant niche for more on Steven Johnson and Foodservice Solutions® visit http://www.linkedin.com/in/grocerant or twitter.com/grocerant