It is usually assumed that Starbucks’ target market is everyone worldwide. With over 28000 stores, the company sprawls 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 dollar on their preferred type of coffee. Made from high-quality beans and brewed to form diverse flavors, Starbucks’ coffee is consumed in a manner the customer likes. Besides, the non-coffee drinkers too have their favorite eatables among desserts, sandwiches, and other snacks offered at Starbucks.
The company’s performance is exceptional in the way it identifies and caters to its target groups. Starbucks’ target market is composed of high-income, suburban, and tech-savvy people with a busy lifestyle. The majority of these people are well-educated white-collar professionals who are conscious of their choices and keep up with the latest health trends.
Who drinks Starbucks cofee?
Given below are some of the common features of Starbucks’ target audience:
High-Income, Big Spenders
Starbucks focuses on the high-income spenders with earnings of $90,000 and above. This is the reason behind the presence of Starbucks’ cafe 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 at a lesser frequency than wealthy customers. Once in a while, the middle-income groups like to enjoy their favorite coffee and other snacks at Starbucks.
Main research facts:
Starbucks customer demographics showed that Starbucks USA consumers are people between 25 and 54 years, above 80K yearly salary.
Starbucks shoppers time of the day – When do Starbucks shoppers make their purchases?
Even though there are some regular visitors who consistently revel in a black coffee drink, such customers aren’t the actual target audience of Starbucks. The company emphasizes more on the people who will spend $10 on a beverage and snack without giving much importance to the cost.
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. As of now, there are numerous Starbucks cafes present in the outskirts and suburbs of the cities. These areas are located at over 60 miles from the urban settlements.
Suburbanites generally have very busy lives. They travel a lot in cars from one place to another, like work, kids’ centers, stores, and gym, on a daily basis. These people carry the urbanite 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.
Most of the Starbucks’ target audience is tech-savvy. While they may not have had the computer at the age of two, they are the 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 by 50-60 years old. In 2015, Starbucks launched its app for taking orders and payments on the phone itself. 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 carry on with the work while indulging in his favorite snacks and coffee.
Scientific research is yet to establish the health benefits of coffee. Nevertheless, Starbucks’ coffee enthusiasts carry on with their regular intake of the beverage. The target audience includes educated diet-conscious people who stay abreast of the latest news and happenings. Considering how these customers are aware of the health trends, Starbucks extends a range of different teas besides its variety of 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 group of the target audience. To add juices and teas to its menu, Starbucks acquired Evolution Fresh, Teavana, and Tazo Tea Company.
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, use of recycled cups, reduction of its carbon footprint, and educational provisions to workers. Besides, Starbucks has opened stores in unserved and low-income areas as well as works to enhance the appeal of these communities.
The company promotes this goal of positive change by reaching out to its target groups who share similar intentions.
Drivers of Change
The target audience of Starbucks is easy-going and quite adaptable to change. They seek to progress by driving and embracing change. Just 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 are view changes as opportunities and stay enthusiastic about future scope.
Lately, Starbucks has started an extended delivery service in alliance with Uber Eats. Simply 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 greater drive-thru choices to help customers avoid the hassles of parking.