It is usually assumed that Starbucks’ target market is everyone worldwide. With over 28000 stores, the company has sprawled across 75 countries since the start of 2018. And why wouldn’t it? Starbucks transformed the idea of a coffee shop, with customers delightfully queuing up to spend high dollars on their preferred coffee type.
Made from high-quality beans and brewed to form diverse flavors, Starbucks’ coffee is consumed in a manner the customer likes. Besides, non-coffee drinkers have their favorite eatables among desserts, sandwiches, and other snacks offered at Starbucks.
Starbucks is one of the most well-known brands in the world, known for its premium coffee offerings and commitment to quality. As a result, the company has built a loyal and engaged customer base, focusing on urban and suburban centers that are more affluent and educated.
This target market is typically young to middle-aged, with a wide range of ages spanning from the early 20s up to 60. They are also highly social, active, and busy individuals who value quality products and experiences highly.
What makes Starbucks so successful is its ability to appeal to a number of different demographics while maintaining a consistent brand image and customer experience. Whether you are looking for a quick pick-me-up during your workday or want to relax with friends over a cup of coffee, Starbucks has something for everyone.
If you are looking for an indulgent treat or a great cup of coffee, Starbucks is the place to go. With its focus on quality and customer satisfaction, this iconic brand will remain popular for years.
The company’s performance is exceptional in identifying and catering to its target groups.
What Is Starbucks Target Market?
- The broad age group of 22 to 60 years
- Markets to both males and females
- High-income, suburban, and tech-savvy people
- Big spenders
- Well-educated white-collar professionals
- Focus primarily on urban and suburban centers
- A “Substantial” percentage of Starbucks customers are “repeat” customers.
Starbucks’ target market comprises high-income, suburban, and tech-savvy people with a busy lifestyles. Most of these people are well-educated white-collar professionals conscious of their choices and keep up with the latest health trends.
Starbucks Demographic Segmentation
Starbucks is one of the world’s most popular and recognizable coffeehouse brands, with a wide range of customers (leading age group of 22 to 60 years) spanning all ages and demographics.
The core demographic that Starbucks targets are young professionals and students, thanks to its convenient locations and wide selection of coffee beverages, snacks, and other products. This segment accounts for a large portion of Starbucks’ customer base, as many young people rely on Starbucks as a place to meet up with friends or study between classes.
In addition to this core demographic, Starbucks also attracts older customers who enjoy the quality of their coffee products and the comfortable atmosphere in their cafes. This segment also includes parents who need a place to take their children for a treat or to meet up with other adults for an informal meeting.
Of course, not everyone who shops at Starbucks falls neatly into this category. Many factors influence people’s preferences regarding where they get their coffee, including lifestyle choices, preferred brands, and location. Regardless of these factors, it is clear that Starbucks has reached a wide range of customers across multiple demographics.
Starbucks targets High-Income Big Spenders.
Starbucks focuses on high-income spenders with earnings of $90,000 and above. This is the reason behind the presence of Starbucks cafes near every plush area. But at the same time, there are middle-income neighborhoods around these cafes.
Why is it so? Because such people are also inclined to spend on expensive coffee drinks even though they are lesser than wealthy customers. Once in a while, middle-income groups enjoy their favorite coffee and other snacks at Starbucks.
Main research facts:
Starbucks customer demographics showed that Starbucks USA consumers are people between 20 and 60 years, with above 90K yearly salaries.
Please read the study Starbucks Market Segmentation and Targeting in the International Journal of Business and Management Invention (IJBMI).
Starbucks shoppers’ time of the day – When do Starbucks shoppers make their purchases?
- Morning 20%
- Noon 18%
- Afternoon 34%
- Evening 23%
- Late 5%
Even though some regular visitors consistently revel in a black coffee drink, such customers aren’t Starbucks’ actual target audience. The company emphasizes the people who will spend $10 on a beverage and snack without much importance to the cost.
Starbucks targets Busy Suburbs
Another target group of Starbucks is considered to be the urban or city populace. Yet, it was only in the beginning that the company focussed purely on urbanites. Currently, numerous Starbucks cafes are present in the outskirts and suburbs of the cities. These areas are located over 60 miles from the urban settlements.
Suburbanites generally have hectic lives. They travel daily in cars from one place to another, like work, kids’ centers, stores, and gyms. These people carry the urban style even if they don’t reside in the city. Much of their time is spent in the traffic, which calls for a frequent coffee splurge.
Starbucks targets Technology Adopters.
Most of Starbucks’ target audience is tech-savvy. While they may not have had a computer at two, they are fast adopters of technology. This group’s age usually lies between 22-60, with more and more teenagers coming into the fold. Further, smartphones are heavily used for 50-60 years old. In 2015, Starbucks launched its app to take orders and payments on the phone. The app turned out to be a great success.
Since 2002, the company has been providing Wi-Fi facilities to the public. Apart from being viewed as a rest stop, Starbucks intends to be seen as a mini-office where a customer can bring in his laptop and work while indulging in his favorite snacks and coffee.
Starbucks targets Health-Conscious Professionals.
Scientific research is yet to establish the health benefits of coffee. Nevertheless, Starbucks’ coffee enthusiasts carry on with their regular beverage intake. The target audience includes educated diet-conscious people who stay abreast of the latest news. Considering how these customers are aware of the health trends, Starbucks extends a range of different teas besides its various coffee drinks.
Green tea, decaf tea, wellness tea, Teavana bottled blends, and Royal English Breakfast tea latte are some of the beverages preferred by this target audience. Starbucks acquired Evolution Fresh, Teavana, and Tazo Tea Company to add juices and teas to its menu.
Starbucks targets Socially Aware People.
The company has committed to eco-friendly practices and aims to bring a difference in society. In 1995, Starbucks opened its first LEED-certified store to ensure compliance with green standards. Further, it has invested in farmer support centers, sustainable coffee production, recycled cups, reduced carbon footprint, and educational provisions for workers. Besides, Starbucks has opened stores in unserved and low-income areas and works to enhance these communities’ appeal.
The company promotes this goal of positive change by reaching out to target groups with similar intentions.
Starbucks targets Drivers of Change.
The target audience of Starbucks is easygoing and quite adaptable to change. They seek to progress by driving and embracing change. Like their preferred coffee brand, they are open and flexible to modifications that lead to growth. Starbucks’ target group is increasing and turning older, yet both the company and its customers view changes as opportunities and stay enthusiastic about future scope.
Lately, Starbucks has started an extended delivery service in alliance with Uber Eats. As stated, the company hopes to get new customers without actually getting them in. Starbucks’ eatables, coffee, and other menu items will be delivered to prominent U.S. cities, and later, the service will expand to more cities in the coming years. Further, the company also wants to offer more meaningful drive-thru choices to help customers avoid parking hassles.