StarbucksBuyer Persona Overview

October, 2015Hannah Walter

Company History Snapshot• 1971 – 2015• Seattle-based coffee bean roaster and retailer • Over 22,766 stores internationally

From traditional stores, to large scale cafés, to drive-thru locations

Where We Are TodayOur buyer has transformed, just like our

company. Now, Starbucks is in the hands of a wide range of consumers who ultimately want the same thing: a great cup of coffee. What

does that coffee stand for? What do we stand for? Transforming the coffee experience is at

the forefront of our minds. Our newest initiative, Starbucks Evenings locations, hit a new type of customer, the kind looking for a

variety of beers and wines and appetizers after 4 p.m. We’re taking the next step, eager to

provide our consumers with the a revolutionized experience.

Need-A-Refill RachelBackground• President of business organization• Involved with a non-profit that

empowers female entrepreneurs for 6 semesters

• College senior, single, ready for the real world

Demographics• Skews Female• 18 – 24• $60,000+• Urbanite professionalsIdentifiers• Jots down ideas and important notes in a

brown Moleskin• Goal-oriented, open-minded, up-to-date,

on-the-run, trendy young professional• Probably has a Grande hot decaf white

mocha (2 pumps) in her hand right now

Goals• Tackle tasks efficiently, across the board• Accept a job offer before graduation (from

a Fortune 500)• Perfect personal business cardChallenges• Finding enough time in the day to do

everything (i.e. update résumé, make it to a 7:45 a.m. meeting, run to class, meet with a recruiter, eat)

• Having the energy to do everythingHow We Help• Make reliably delicious drinks with enough

caffeine and care to power professionals through the day

• Providing a variety of pick-me-up snacks and treats, French café style, to keep consumers fueled

• Trendy and quaint shops make for inviting stops while waiting for the perfect drink

Need-A-Refill Rachel

Real Quotes • “I love having a cup of coffee with me

throughout the day, I’m always going from place to place and rely on my coffee to keep me going.”

• “Most of the time, price isn’t a concern. I’d rather pay a little more for something I know will be good.

Common Objections• Is averaging four cups a day a bad

thing?• The cost could be lower. Some days I

want a cheaper fix.

Need-A-Refill Rachel

Marketing Message• Convenient, delicious coffee enjoyed

as your hustle from point A to point B. Social Media Messaging• Primary platform – Twitter

– Rachel is always on the go, so she needs a social media network as fast-paced as she is. The quickest bytes of info, updates in 140 characters or less. She has business to address, people to see, strides to make, coffee in hand.

– Ex. “Great meet with @SarahVV, off to @Deloitte Recruiter event at Heavener! #itsgreatuf”

• Secondary platform – LinkedIn– What better platform to connect with peers

and professionals?Elevator Pitch• The Starbucks promise: a great cup of

coffee no matter what location you visit, with tastes and customer service as reliable as our Wi-Fi.

Need-A-Refill Rachel

Where We’re Headed The Starbucks consumer expands a

breadth of personas, with Need-A-Refill Rachel characterizing a singular and

vital demographic. The Starbucks goal is to satisfy every consumer, from the

on-the-go student, to the erudite professor, to the busy mom-of-three. We push ourselves to the limit for our

consumers, with coffee in hand.