REDEFINING FOOD EXPERIENCES FOR STARBUCKS
Design Research | Service Design | UX Design
Client
Starbucks
Year
2023
Role
Student Researcher & Strategist
Context
Starbucks is renowned for its coffee, but not so much for its food.
They recognized the growing demand for a culinary experience alongside its beverages and sought to expand their reputation to establish a reputation for food offerings.
Problem
Starbucks' current food selection faces challenges.
The food is perceived as overpriced, stale, and lacking aesthetic appeal, failing to resonate with customers and falling short of the brand's reputation for excellence in coffee.
Approach
Food displayed at a usual Starbucks store.
We conducted a comprehensive innovation process by integrating diverse methodologies such as organizational diagnostics, innovation research, observation and case studies, and insights smashing to come up with ways Starbucks could innovate in the food domain.
Impact
Three key themes and a portfolio of innovative concepts were discovered that would help Starbucks change its food services.
V/s
Food displayed at a Starbucks Roastery.
Reflections
I recognized the importance of time and diverse methodologies in the innovation process. Methods like behavioral studies and insight smashing were invaluable and gave us different perspectives to look at our problem.
The iterative nature of combining structured processes with creative methodologies to unlock innovative solutions was a learning journey that immersed me in diverse facets of design thinking that lie at the crossroads of business needs and customer desires.
Insight Smashing was my most favorite part of the process!
Conclusion
The Food Innovation project for Starbucks redefined the brand's culinary identity beyond coffee. By employing structured innovation processes, we uncovered profound insights into Starbucks' food challenges and opportunities.
Our recommendations will enable Starbucks to elevate its food offerings, reinforcing its position as a destination for exceptional coffee and culinary experiences.
To view the project in more detail, you can check out my work in more detail. The insight book (left) and the presentation (right) dive deeper into each recommendation.
