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Innovation of the Day: Bespoke QSR Beverages

  • New Customizations: Starbucks Canada is allowing more customization of cold drinks. Examples:

  • Chocolate Cream Cold Brew with Caramel Syrup in a Caramel Lined Cup (indulgent)

  • Iced Chai Latte with Matcha Cream Cold Foam (flavor fusion)

  • Availability:  Customers can order these both in-store and through the app year-round.

  • Cost: Customers may incur extra charges for customizations.

Marketing Implications

  • Personalization is Key:  This caters to the growing trend of consumers wanting beverages tailored to their exact preferences. Marketers can emphasize the "build your own" aspect.

  • Indulgence Sells:  The chocolate-caramel combo leans into a luxurious treat angle, which could be a great marketing focus during summer months when people are more likely to splurge.

  • Flavor Exploration: The fusion of chai and matcha speaks to a desire for new taste experiences. Marketers can promote this as adventurous and unique.

  • App Integration:   Highlighting ordering through the app taps into the convenience factor. It can drive app usage and customer data collection.

Trends within the Beverage Industry

  • Customized QSR:  More quick-serve restaurants and coffee chains are offering customization options to stand out in a crowded market.

  • Indulgent Treats:  Consumers are willing to pay slightly more for beverages that feel special and luxurious.

  • Flavor Fusion:   Unique flavor combinations and unexpected blends pique curiosity and create a sense of discovery.

How Marketers Can Use This

Starbucks Canada's move offers a blueprint for other beverage brands:

  • Emphasize Customization:  Let consumers know they have control over their drinks – promote this as fun and empowering.

  • Embrace "Treat Yourself" Messaging: Position specific drinks as indulgent rewards, especially relevant during warmer seasons.

  • Innovate with Flavors:  Experiment with flavor pairings that are surprising yet enticing.

  • Utilize Digital Ordering:  Make the app the easiest way to customize and order, boosting its use and collecting valuable purchase behavior data.


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