STARBUCKS
CONSUMER INSPIRED THOUGHT
STARTERS FROM SOCIAL
Based on ‘unbranded’, user generated social media content over the past 12 months
Preparedby
BOOKS
METHODOLOGY
To assist with the Starbucks brand team, Smashed Abacus has conducted the
following research analysis to identify user generated thought starters and
ideas related to ways of improving the home brewing/coffee experience.
The following analysis has been completed manually by reviewing over
100,000 unique social media posts published by users within the past 12
months to identify forward thinking ideas and concepts that may be of interest
to the Starbucks team for future development.
To help organize these concepts, we’ve bucketed these ideas into the following
10 over-arching themes:
Home Brewer Improvements
Edible Products
Tech Integration
Beauty
Creative Varietals
Home Barista
Scent
Loyalty
User inspired ideas for improving the
home coffee maker appliance
Tech features that would improve usability
for a coffee drinker
Unique ideas for flavors and brewer
varieties being requested by consumers
User requests for coffee/bean scented
products
Green Living
User suggestions on ways coffee grinds,
etc. can be used in an environmentally
friendly manner
Suggestions from users on ways to use
coffee in foods, snacks, etc.
Suggestions from users on how to use
coffee grounds, etc. as beauty products
Challenges or ideas from users on how to
get the Starbucks café experience at home
Requests from users to earn stars – the
same way they do in cafes – when buying
coffee at the market
Miscellaneous
Additional, stand alone concepts
BOOKS
THOUGHT STARTER 1
HOME BREWER IMPROVEMENTS
USER INSPIRED CONCEPTS
•
A brewer that can live on a bedside table, programmed with an alarm clock to have coffee
ready when the alarm goes off, not just starting the brewing process
•
A brewer that can be paused mid-brew allowing the user to pour a cup, without creating a
mess
•
A single-use brewer that ‘remembers’ a user’s specific brew settings; can be programmed
by each member of the household
•
Able to control water temperature, volume, intensity of brew, etc.
•
Different, dynamic colored brewers to better integrate into kitchen décor (green, red, blue)
•
Portable brewers that are battery powered; can be used in blackouts or out of home
•
Brewers that also warm up your cup (just prior to brewing), keeping coffee hotter, longer
BOOKS
THOUGHT STARTER 2
TECH INTEGRATION
USER INSPIRED CONCEPTS
•
Home brewers that have integrated Bluetooth or a dedicated app so that it can be
controlled remotely
•
Push notifications to inform a user when coffee is ready
•
Home brewers that automatically update the clock to account for daylight savings
•
Home brewers that are built into household appliances
(i.e.: Fridges)
•
Coffee makers that feature facial recognition to brew a stronger cup of coffee if/when the
user is frowning
BOOKS
THOUGHT STARTER 3
CREATIVE VARIETALS
USER INSPIRED CONCEPTS
•
Home brewers capable of brewing BOTH tea and coffee
•
Half-Caff pods for users that would prefer a milder cup of coffee
•
THC/Marijuana infused coffees to coincide with the growing ‘legalization’ movement (only
available in specific markets (i.e.: Colorado, Washington)
•
Cold brew features in coffee machines to produce iced coffee or iced tea
•
Brewers that can produce a variety of non-caffeine based hot beverages
(hot chocolate, apple cider, or any of these 17 drink ideas
•
Mood enhancing varietals (similar in concept to aromatherapy, coffee with boosters to
improve immunity, energy or mood levels)
BOOKS
THOUGHT STARTER 4
SCENT
USER INSPIRED CONCEPTS
•
Partner with air freshener brands (i.e.: Scentsy, Glade, Airwick) to produce coffee aroma
inspired scents for the home
•
Could be packaged as a diffuser, candle, spray or perhaps integrating coffee
grounds to utilize a more sustainable, environmentally friendly option
•
Create an alarm clock/timer that releases a coffee aroma at certain times of the day
•
Coffee infused cologne/perfume
•
Coffee scented hand soaps or mild detergents
BOOKS
THOUGHT STARTER 5
GREEN LIVING
USER INSPIRED CONCEPTS
•
Provide tips/instructions on home coffee packaging related to how coffee grounds can be used
to improve home garden/compost
•
100% recyclable/biodegradable coffee pods
•
Starbucks’ current “Grinds for your Garden” program has been popular in cafes, and could be
expanded on with packaging or literature at grocery point of sale to leverage home grounds
•
Produce DIY tips/ideas for repurposed coffee grounds that can be used around the house
(beyond just in the garden/compost) to clean kitchenware, as well as crafty projects such as
candles, paint and aged/stained wood effects on floors and furniture
•
Products such as cups and saucers made of used coffee grounds
BOOKS
THOUGHT STARTER 6
EDIBLE PRODUCTS
USER INSPIRED CONCEPTS
•
Partner with an established snack food brand to produce a line of coffee bean infused
chocolate bars
•
Trail mix with chocolate covered coffee beans included
•
Partnerships with local (potentially organic) ice cream brands or ice cream parlors to create
new flavors inspired by Starbucks beverages with coffee or ground beans in it
BOOKS
THOUGHT STARTER 7
BEAUTY PRODUCTS
USER INSPIRED CONCEPTS
•
Include instructions on packaging of how to use discarded coffee grounds as body scrubs
and exfoliates
•
Leverage beauty bloggers to develop the best ways to use coffee grounds as homemade
makeup products
•
Prize could be a product deal with cosmetic manufacturer or Starbucks
•
Skincare and beauty line infused with coffee grounds such as lip balms, face and body
scrubs, moisturizers and lotions
•
DIY tips, beauty hacks featuring used coffee grounds as well as skincare benefits (to remove
cellulites, for glowing and well-hydrated skin, etc.) on home brew packaging
BOOKS
THOUGHT STARTER 8
HOME/MOBILE BARISTA
USER INSPIRED CONCEPTS
•
A small leaflet (free with purchase) that's available alongside retail purchased Starbucks
products that would show consumers how to make cafe inspired beverages at home
•
A portable, one-cup coffee maker to have on the go
•
Host “Be a Home Barista” classes (similar to one-off, themed cooking classes people register
for) that include coffee education, roasting and brewing workshops to bring together the
community
•
Tips/suggestions written on home brew packaging feature brewing education, brewer
maintenance as well as techniques to make great-tasting cups of coffee
BOOKS
THOUGHT STARTER 9
LOYALTY
USER INSPIRED CONCEPTS
•
Allow grocery purchases to count towards Starbucks gold cards by rewarding stars based
on total value spent
•
Permit consumers to submit receipts via photograph or digital upload to earn stars
•
Consider a ‘stamp card’ system for bagged coffee purchases at retail locations
(i.e.: 10th bag free)
BOOKS
THOUGHT STARTER 10
MISCELLANEOUS
USER INSPIRED CONCEPTS
•
Coffee vending machine (such as the one shown below) placed on grocery endcaps to properly control the
climate and storage of ground coffee bags prior to purchase
•
•
“Starbucks Approved” reading list or book suggestions
•
•
Could also be implemented as a social media engagement strategy(i.e.: Monitor for people on social
media asking what book they should read while they enjoy their coffee – samples shown below)
Starbucks musical playlists to play when enjoying a quiet cup of coffee
•
•
Could also feature loyalty component with a tap of the gold card
Integrated into Starbucks app, or leveraging pre-existing music streaming service (i.e.: Spotify)
Clothing made from mostly coffee grounds, an innovative way to create sustainable clothes such as jeans, shoes
and other apparel. This coffee-to-fabric concept could also be used in a charitable component – donating clothing
made from spent coffee grounds to needy people
BOOKS
DEEPER DIVE
INSIGHTS
BOOKS
DEEPER DIVE
BIODEGRADEABLE K-CUPS
•
3rd party companies and private manufacturers are currently selling
biodegradable/reusable K-Cups to consumers for home use
•
Earth Day, that takes place every April, is not currently owned by
any coffee brands trying to ‘own’ the green pod concept
•
Stainless Steel reusable pods are popular, and could be sold in
both grocery and café markets
TOTAL FOUND MENTIONS
41% 59%
4,722
MONTHLY MENTIONS
1000
Marley Brand coffee introduce an
eco-friendly coffee pod that’s well
received by consumers
800
600
400
200
0
July
Aug
Sep
Oct
Nov Dec
Jan
Feb Mar Apr May Jun
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DEEPER DIVE
BREAKFAST SNACK BARS
•
ClifBar currently produces a snack bar that is infused with caffeine,
that is popular among consumers
•
Snack bars with caffeine infused within them are casually referred
to as “buzz bars”
•
Snack foods featuring caffeine have seen the largest upward trend
in social media mentions (of all topics reviewed with a deeper dive)
over the last 12 months
TOTAL FOUND MENTIONS
39% 61%
3,614
MONTHLY MENTIONS
New Grounds Food comes out with a
product called Eat Your Coffee; a Coffee
Bar that comes in Coconut Mocha and
Caramel Macchiato flavors
600
500
400
300
200
100
0
July
Aug
Sep
Oct
Nov
Dec
Jan
Feb
Mar
Apr May
Jun
BOOKS
DEEPER DIVE
POPULAR HOME BREW RECIPES
•
While recipes for gourmet coffees and lattes are consistently
popular, there’s a growing trend for unique homemade creamers
and coffee enhancers
•
•
This could represent an opportunity for Starbucks to begin
making their new “Sweet Cream” available for purchase
Popular homemade recipes include Pumpkin Spice, Gingerbread,
Egg Nog and Cinnamon flavored creations
TOTAL FOUND MENTIONS
23% 77%
1,192
MONTHLY MENTIONS
250
Seasonal varieties like Egg Nog
and Gingerbread are posted and
shared during the holidays
200
150
100
50
0
July
Aug
Sep
Oct
Nov
Dec
Jan
Feb
Mar
Apr May
Jun
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DEEPER DIVE
HALF CAFF OPTIONS
•
Half-Caff pods for users that would prefer a milder cup of
coffee
•
Half-Caff pods that actually taste good, in unique flavors
customers would enjoy
•
Half-Caff that’s strong on taste, but mild on caffeine
TOTAL FOUND MENTIONS
54% 46%
1,034
MONTHLY MENTIONS
120
100
80
60
40
20
0
July
Aug
Sep
Oct
Nov
Dec
Jan
Feb
Mar
Apr May
Jun
BOOKS
DEEPER DIVE
DIY BEAUTY
•
Beauty users have found multiple ways to use coffee grounds
within their beauty regimen to treat anything from bags under the
eyes, to exfoliates, to cellulite scrubs
•
Tips and DIY recommendations have been posted by amateur
users as well as professional beauty outlets
TOTAL FOUND MENTIONS
17% 83%
863
MONTHLY MENTIONS
350
Vlogger “Simplecare Products”
shares a video demonstrating
how to use coffee grounds as a
DIY treatment to remove bags
under your eyes
300
250
200
150
100
50
0
July
Aug
Sep
Oct
Nov
Dec
Jan
Feb
Mar
Apr May
Jun
BOOKS
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