From new types of (seasonal) flavours, to premium segments with a sub-chain of top-tier stores, the Reserve Roastery & Taste Rooms, or new forms of payment, pickup and delivery: it keeps investigating how it can offer a better experience to customers. It literally has the ambition to be everywhere, in cities and increasingly in suburbs as well.īut it does diversify its products and services just as much. Starbucks knows that diversification is not just linked to product and service, but to location as well. You can drink your favourite Starbucks beverage almost everywhere in the world: Europe, the Americas, Africa, Asia and Oceania. Starbucks did it with coffee, Nike did it with sneakers and Lumi did it with diapers. If it’s boring, make it interesting again. And to make sure that the customers would keep coming back they invested a lot in customer service and in-store experience.
They believed that US customers might embrace the Italian coffee culture, if they only added local elements to mix Italian coffee culture with the US culture and created a personalized experience.
When they launched themselves, Americans bought coffee beans in the store and made their coffee at home, resulting in low coffee quality and experience. If you are in a “commodity” market, just figure out what the services are that you can build around it. Every organization can add services on top of the products that they deliver. Every organization has a unique story to tell.
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