However, at the drive-thru, these customer touch points were virtually nonexistent.īy 2010, Starbucks management started to take a hard look at the drive-thru. On top of this, the interior experience includes face-to-face interaction with the barista, music, décor, and aromas. Plus, there’s a seductive pastry case beckoning trial. There are promotional banners and window clings at the entry, suggestive-selling messaging prior to the order point. In contrast, Starbucks’ in-store experience relies heavily on having multiple touch points along the customer’s path to purchase. It recognized the company had not looked at the drive-thru experience through the lens of the customer. Starbucks knew its drive-thru was below best-practice. ![]() And in doing so, share with readers a roadmap to kick-start your brand’s drive-thru. So, in this article we reveal the “secrets” of Starbucks’ success. And it’s going to anchor growth, especially in suburban markets, moving forward.īut none of the previous articles spelled out all of the things that came together to realize these results. Just recently, the brand announced drive-thru drove more than 50 percent of net sales in the second quarter, increasing north of 10 percent from pre-pandemic levels. You might even say it earned top-billing status at the drive-thru. Clearly, Starbucks is doing many things right. After all, in less than a decade, Starbucks’ drive-thru rapidly morphed from a run-of-the-mill, vanilla customer experience, to a finely tuned, high-quality, brand-proprietary drive-thru that has generated millions upon millions for the chain. There’s been a lot written about Starbucks’ drive-thrus.
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