Monday, August 20, 2012

Coffee is Cool and Starbucks is anything but Square.

Filled with consumer contemporary relevance, Starbucks continues expanding consumer interactive participatory touch points.  When QSR Magazine reported that Starbucks was the Number 3 on its top-50 list the only question left was when will Starbucks become the Number 1 QSR brand in the world?

Starbucks is more than Hot Coffee they reinvented cold coffee drinks making them hot!  Remember Frappuccino anyone? The Frappuccino line alone has produce multi-billion in retail sales for Starbucks.   Consumer contemporary relevance success is not all about original, unfamiliar, or brand new products it is differentiation on similar / traditional food products with a twist.   Starbucks simply happens to do brand and menu differentiation better in the food and beverage space than all most anyone else.

Starbucks is a food retail merchant with a focus on growing market share within the fastest growing sector of food retail, the grocerant niche.  Leveraging product diversification with retail foods universal commonalities the grocerant niche is a perfect match for a company focused on ready-2-eat and heat-N-eat fresh and prepared food.

Evolving with consumers Starbucks premium beverage leadership was edified with the addition of Evolution Fresh premium juices.  The ability to extend its brand and menu options within its own retail outlets simultaneously extending  the brand at Safeway, Whole Foods, Ralphs and health food stores creates a platform of brand success few other can duplicate.

However, Starbucks has always been about more “the third place”.  There is home, work, and Starbucks, that idea of “the third place” is safe, comfortable and consistently evolving with the consumer.  When Starbucks announced they were going to accept payment via mobile payment platform Square consumer relevance was edified once again with expanding consumer interactive participatory touch points.

Food Merchant and Starbucks CEO Howard Schultz said “The evolving social and digital media platforms and highly relevant payment capabilities are causing seismic changes in consumer behavior and creating equally disruptive opportunities for business.”    Starbucks has made Square payment safe, comfortable and consumer relevant. Coffee is cool and so is Starbucks.   

Outside eyes can deliver top line sales and bottom line profits.   Foodservice Solutions® provides grocerant program assessment, brand, product placement or positioning assistance.  Since 1991 Foodservice Solutions® of Tacoma, WA has been the global leader in the Grocerant niche visit Johnson, or

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