Starbucks Case Study

STARBUCKS CASE STUDY BAYLIE JONES ARTS 224

SECTION 1: JONESBORO, GEORGIA STARBUCKS OVERVIEW

STARBUCKS BACKGROUND

Starbucks began its journey in Seattle, Washington in 1971. They began in the historic Pike Place Market selling roasted coffee beans, tea, and spices from around the world. In 1982, a New Yorker by the name of Howard Schultz joined the company. He had visited coffee shops in Italy and wanted to bring that same warmth and character to the Starbucks brand. This was when Starbucks incorporated their signa ture green color and began to grow.

LOCAL STARBUCKS BACKGROUND

The Jonesboro, Georgia Starbucks opened on July 12, 2019. This location was another addition to Star bucks’ community stores that they have recently started opening. According to Starbucks Stories and News, the community stores are “the company’s ongoing initiative to support economic development in diverse, underserved areas of the country.” This Starbucks location was created to open more jobs for the area and give the community a place to con versate and be together.

STARBUCKS MISSION

According to the “Starbucks Mission and Values”, their company’s mission is to “inspire and nur ture the human spirit - one person, one cup, and one neighnorhood at a time.”

JONESBORO, GEORGIA STARBUCKS MISSION

The mission of the Jonesboro, Georgia Starbucks location is “to celebrate community, create a warm and welcoming enviroment, and provide space for programs by local non-profits and com munity organizations.”

DEMOGRAPHICS

The population of Jonesboro, Georgia is about 4,235. This is consisting of 3,046 males and 2,382 females. According to the U.S. Census, the majority of the population is within the 25-29-year-old range. Over half of the city’s population also consists of African Americans or other colored races. The poverty rate for the

COMPETITORS

DUNKIN’

Dunkin Doughnuts is a national coffee and dough nut chain with several stores across the United States. The store is highly popular and probably considered to be one of Starbucks’ biggest competi tors.

FIG TREE CAFE

Fig Tree Cafe is a local coffee shop in Jonesboro, Georgia. They offer coffee and baked goods. Accord ing to their website, the cafe offers “a place where diverse people gather as one community.”

SELLING POINTS

The Jonesboro, Georgia Starbucks is different than any regular Starbucks or local coffee shop. This Starbucks location offers a larger gathering space for people to gather, communicate, and hang out. They also aim to provide both parttime and full-time job positions that come with several benefits including health coverage, equity in stock, and the Starbucks College Achievement Plan. To involve the community, even more, this Starbucks location features artwork from a local artist and provides space for local nonprofits to come and deliver seminars.

STRENGTHS AND WEAKNESSES

The Starbucks corporation and the Jonesboro, Georgia location have some strengths and weaknesses. This location in Georgia has the strength of already being popular, because of Starbucks’ already well-known brand. Starbucks has very strong branding which is beneficial to the Jonesboro, Georgia store. This specific location is also big on providing jobs to others in the community, as well as providing a space to gather. The coffee shops are already known to have high-quality coffee and other products, which places them ahead of other competitors. One of the very few weaknesses of the store is that the coffee and products from Starbucks tend to be a higher price than

SECTION 2 : VISUAL AUDIT

STARBUCKS

This particular Starbucks advertisement is showcasing their special holiday cups. During the holidays, Starbucks uses decorative special edition cups. This advertisement uses those cups in the graphic to show them off. When people see that Starbucks has these special edition holiday cups, they are more likely to go get a drink from there so they can recieve the cup. I think this type of advertisement on the Starbucks cups is a great way to get more customers and show their holiday spirit. Overall, I really like the design of this Starbucks ad and personally, I look forward to the holiday cups.

In this advertisement for Starbucks, they are running a promotion on cold drinks through the month of July. The graphic invites Starbucks reward members to get 50% off iced drinks every Tuesday through the month of July. Person ally, I thought this promotion they ran this past summer was a huge hit. When I first saw that Starbucks was doing this, I immediately thought it was a great idea. I saw everyone talking about it on social media and saw this specific graphic from Starbucks online a ton. I believe this graphic Starbucks put out was a huge hit because when I would go to get a coffee on Tuesday in July the line was backed up. I really like the design of the graphic as well. The colors and design make the feel very summerish.

This type of Starbucks advertisement that they do is one that I really like. In the graphic, they feature an image of each drink they are advertising for and show the name under it as well. I think this is a great way to show customers new drinks that are out at Starbucks. Showing the picture of the drink also helps the customers actually see what they would be getting if they were to order it. Overall, I think this is a great idea for an adver tisement and I also love the layout and the colors used.

COMPETITORS

This particular Dunkin’ Donuts advertisement is for the holiday season and their holiday drinks. This concept is very similar to the Starbucks graphic that does the same thing by showing the drink and listing the name underneath it. Dunkin’ does a great job at keeping its branding consistent in the graphic. You immediately know it is a Dunkin’ ad just by looking at it. The only thing that makes the Starbucks version of this better is that it has a clean, minimal look, rather than this which can seem a bit tacky.

This is another holiday advertisement for Dunkin’ Donuts; however, this one is not showcasing the special drinks. Instead, this graphic is advertising the Dunkin’ rewards program. Starbucks also has a rewards program which is really good for advertising. This graphic displays the holiday season feel with snow flakes and the holiday decorated cups. I like the way the design is laid out and spaced evenly. It also has a little graphic to tell you how many points you will be receiving. Overall, I think this is a pretty good adver tisement.

This advertisement is for Fig Tree Cafe, local coffee shop in Jonesboro, Georgia. The graphic is telling cus tomers that it is National Freindship Day. In the graph ic there are two hands holding coffee cups and the logo on the cups are the Fig Tree Cafe logo. I think this was a great way to show that the graphic was for the cafe, but I still don’t think there is enough branding used in the ad. I also think the color and font choices should have been different for this graphic.

REFERENCES

• https://stories.starbucks.com/stories/2019/welcome-to-jonesboro-ga-home-of-newest-star bucks-community-store/

• https://stories.starbucks.com/press/2019/starbucks-opens-community-store-in-jonesboroga/

• https://www.starbucks.com/about-us/

• https://stories.starbucks.com/press/2015/starbucks-mission-and-values/

• https://data.census.gov/cedsci/table?q=Jonesboro%20city,%20Georgia&tid=ACSST5Y2020. S1101

• https://www.google.com/search?sa=X&rlz=1C5CHFA_enUS906US911&sxsrf=ALiCzsb2rf_ sMksCThgHJ_JJrzs9eA9uZQ:1662387257485&q=jonesboro+georgia+coffee&ved=2ahUKE wi_jdiP6_35AhUNL1kFHVt-AyUQuzF6BAgBEAI&biw=1436&bih=648&dpr=2

• https://figtree.cafe/

• https://stories.starbucks.com/press/2019/starbucks-opens-community-store-in-jonesboroga/

PROPOSAL

PURPOSE

The purpose of this poster for the Jonesboro, Georgia community Starbucks is to reach its target audience and get the community into the Starbucks location. The community store location’s goal is to make sure the community feels loved and ap preciated, especially on holidays.

HOLIDAY/THEME

I am choosing Thanksgiving as my holiday because that day is all about family and community. The Jonesboro, Georgia Starbucks is a community store with efforts to create a space where people can come together and enjoy each other’s company.

PROMOTION

IDEAS

• Host a community Thanksgiving dinner in the Starbucks store one night in November.

• Offer BOGO on fall drinks if you bring a family member or friend for the week leading up to Thanksgiving.

• Host a Thanksgiving event in the Starbucks store and offer 25% off drinks that whole night.

I am going to create a poster for Starbucks that offers BOGO fall drinks for whoever comes to Starbucks with a family member or friend during the week leading up to Thanksgiving. This idea is the most effective for the Jonesboro, Georgia Starbucks because it encourages people to get into the store with their loved ones. The Jones boro Starbucks is all about getting the community into the store, and the best way to do that is to run this promotion.

TONE, MESSAGE, AND STYLE

In my poster for the Jonesboro, Georgia Starbucks I would like to keep a lot of the same tone and style as what the corporate Starbucks uses. Starbucks uses both a functional and expressive tone, along with a very minimalist and modern style in their designs. I want to use these in my design, so people automatically know my poster is for Starbucks just by looking at it. This will make getting my message across easier. To attract the culture of the surrounding community, I would like to add some designs and colors that represent the city of Jonesboro. I will still incorporate the classic Starbucks green, along with some of their signature fall colors such as Rust, Almost Pumpkin, and Burgandy.

This promotion was done by another Starbucks location to promote their fall drinks. They ran a BOGO on their fall drinks which is simi lar to what I will be doing, but with a twist to celebrate Thanksgiving. I really like the simplicity of this graphic, because it makes it clear what the promotion is. The colors also let you know that it is for the fall season.

This advertisement poster is for Dunkin’ Donuts, which is one of Starbucks’s biggest competitors. In this design, they are showcasing their fall drinks. I like that the design is very clear in what it is trying to show; however, I do not like how it is not a classic design. The fall oranges are a little too bright and bold for my liking. In my poster for the Jonesboro Starbucks I want to stick to a sleek and classic design with light, neutral fall colors.

PROMOTIONAL POSTER PROCESS

THUMBNAILS

These are my thumbnail sketches that I drew. This allowed me to try out different layouts and designs that I might want to do.

ROUGHS

These are my rough sketches of my two favorte design ideas. I took my best two ideas and did three sketches for each one.