Tuesday, March 15, 2022

Is Starbucks ‘Halo’ of ‘Better-4-You’ it’s Brand?


Grocerant niche success continues to drive customer migration from every sector of retail foodservice according to Steven Johnson, Grocerant Guru® at Tacoma, WA base Foodservice Solutions®. Johnson stated, “Starbucks loyalty program is the best in the industry as consumers loaded over $ 3 Billion US Dollars on Starbucks gift cards from October, 2021 through December 2021.”

So, here are some numbers for the industry.  These numbers can be used as a benchmark to see how you are stacking up.

·         6% – Average difference in spend per check among loyalty and non-loyalty guests 

·         53% – Percentage of loyalty spend accounted for by the top 10% of loyal guests at the pandemic onset

·         26.5% – Increase in loyalty spend realized by ice cream or coffee brands in 2020

That ‘halo’ Starbucks customers believe Starbucks has continues to expand. Now, Starbucks is launching The Energy Makers Lab inspired by Starbucks BAYA Energy, the brand’s first energy drink, and crafted from caffeine naturally found in coffee fruit for a boost of feel-good energy that will drive new electricity into the brand yet again.

You’re going to love this new partnership, led by Jordan Fisher, The Energy Makers Lab is a team of content creators, or “makers” who bring feel-good energy on social and with their communities. Through music, movement, vibrant colors, and words, our team of Energy Makers don’t just make things. They make things better. The feel-good energy projects will be shared throughout the spring and summer within their social and in-real-life communities. 

So, the new Starbucks BAYA Energy drink is now available nationwide in-stores and online wherever groceries are sold for a suggested retail price of $2.89 per can. Starbucks BAYA Energy drink can also be found in select Starbucks stores nationwide. How are you driving brand relevance or new electricity into your brand?

According to Johnson, “Brand relevance is in part driven with innovation in new food products in combination with new avenues of distribution all of which are the platform for the new electricity.”  That said, what are you waiting for?

Johnson stated “that in my minds-eye the new electricity must be very efficient for the supply and includes such things as fresh foods, developing brands, unique urban clothing, grocerant positioning, fresh food messaging, autonomous delivery, cashier-less retail, plates, glasses, cash-less payments, digital hand-held marketing.

All retailers to survive the next generation of retail must embrace the artificial intelligence revolution while simultaneously embracing fresh food that is portable, fresh, with differentiation that is familiar not different. 

Are you looking for a new partnership to drive sales? Are you ready for some fresh ideations? Do your food marketing tactics look more like yesterday that tomorrow?  Visit GrocerantGuru.com for more information or contact: Steve@FoodserviceSolutions.us Remember success does leave clues and we just may have the clue you need to propel your continued success.

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