The Hopeful Rebirth of Starbucks
By Jeff Hall
The cataclysmic shift taking place within the retail and restaurant sectors is touching every brand, regardless of target customer base, geographic markets, or longevity in business. Many experts predict the fundamental changes in consumer spending habits to be permanent in nature.
One of the upsides to current economic challenges is that they allow, and in many instances, force companies to evaluate their brand promise and value propositions. Survival and sustainability today is based on remaining relevant to current and evolving consumer preferences. In the case of Starbucks, a thoughtful reflection on core brand heritage, based on delivering an authentic customer experience, has led the store design team to re-center on creating a more human connection.
A new concept store has recently come to life through the participation of local artists and craftsmen, each placing their imprint on creating a more organic, honest coffee house environment that "speaks to people" and more appropriately nestles into its neighborhood. Starbucks is creatively responding to the new reality by honoring its roots and showing respect for the human desire to connect in a meaningful way.
View the video: Rebirth of Starbucks.
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