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  • Can rare coffees and theatricals convince customers that Starbucks is ‘super premium’?
  • Can rare coffees and theatricals convince customers that Starbucks is ‘super premium’?
    Starbucks, 2014 ©
CASE STUDY

Starbucks Reserve: serving up $7 'premium' coffees

A ‘cup of Joe’ has become a staple in the American diet. At one end of the market Starbucks has made a name for itself selling flavoured coffees, and at the other end ‘gourmet’ coffee has become a daily choice for 34% of Americans. But can rare brews and a theatrical experience convince customers that Starbucks is now a contender in the ‘premium’ coffee market?