New Customizations: Starbucks Canada is allowing more customization of cold drinks. Examples:
Chocolate Cream Cold Brew with Caramel Syrup in a Caramel Lined Cup (indulgent)
Iced Chai Latte with Matcha Cream Cold Foam (flavor fusion)
Availability: Customers can order these both in-store and through the app year-round.
Cost: Customers may incur extra charges for customizations.
Marketing Implications
Personalization is Key: This caters to the growing trend of consumers wanting beverages tailored to their exact preferences. Marketers can emphasize the "build your own" aspect.
Indulgence Sells: The chocolate-caramel combo leans into a luxurious treat angle, which could be a great marketing focus during summer months when people are more likely to splurge.
Flavor Exploration: The fusion of chai and matcha speaks to a desire for new taste experiences. Marketers can promote this as adventurous and unique.
App Integration: Highlighting ordering through the app taps into the convenience factor. It can drive app usage and customer data collection.
Trends within the Beverage Industry
Customized QSR: More quick-serve restaurants and coffee chains are offering customization options to stand out in a crowded market.
Indulgent Treats: Consumers are willing to pay slightly more for beverages that feel special and luxurious.
Flavor Fusion: Unique flavor combinations and unexpected blends pique curiosity and create a sense of discovery.
How Marketers Can Use This
Starbucks Canada's move offers a blueprint for other beverage brands:
Emphasize Customization: Let consumers know they have control over their drinks – promote this as fun and empowering.
Embrace "Treat Yourself" Messaging: Position specific drinks as indulgent rewards, especially relevant during warmer seasons.
Innovate with Flavors: Experiment with flavor pairings that are surprising yet enticing.
Utilize Digital Ordering: Make the app the easiest way to customize and order, boosting its use and collecting valuable purchase behavior data.
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