Restaurants: Starbucks searching for social media stars

Why it is the topic trending:

• The industry's push towards online, new-age marketing continues.

• Large companies are trying new methods to gain social media cut through with younger audiences.

• Recent successful examples of collaborations between brands and social media stars by Nescafé and Suntory Boss Coffee have likely encouraged other companies like Starbucks to follow suit.

Overview: Starbucks is actively seeking social media content creators to embark on a year-long global coffee tour. This initiative reflects a growing trend among major companies to utilize the power of social media and influencer marketing to connect with and engage younger consumers. By hiring both an internal and an external candidate to travel and create content across various Starbucks locations worldwide, the company aims to strengthen its online presence and appeal to a digitally savvy audience.

Detailed Findings:

• Starbucks is searching for two United States-based content creators to become 'Global Coffee Creators'.

• One role will be filled by an existing Starbucks employee, and the other by an external candidate.

• The selected creators will travel to 10-15 designated Starbucks locations globally over a 12-month period.

• Destinations include the Starbucks Hacienda Alsacia coffee farm in Costa Rica, the Starbucks Reserve Roastery Milano, and coffeehouses in Tokyo.

• This initiative follows similar moves by other companies:

  • Nescafé recently appointed online social media star Zach King as its first Global Influencer, citing his large following of consumers aged 18-24.

  • Suntory Boss Coffee has been collaborating with celebrity chef Andy Hearnden (Andy Cooks) in Australia and New Zealand since early 2025.

• A survey by Belle Communication found that 73% of respondents rely on social media to guide restaurant choices.

• The survey also indicated that social media has a greater influence on Gen Z and Millennial consumers than discounts.

Key success factors of product (trend):

• Reaching younger audiences: Social media platforms are highly popular among younger demographics, making influencer collaborations an effective way to connect with them.

• Authenticity and relatability: Social media creators often have a strong rapport with their followers and can present brands and products in a more authentic and relatable way than traditional advertising.

• High engagement: Engaging content created by social media stars can generate significant buzz and encourage interaction among consumers.

• Measurable impact: Social media campaigns can often be tracked and measured in terms of reach, engagement, and conversions, allowing brands to assess their effectiveness.

Key Takeaway: Major food and beverage companies are increasingly recognizing the power of social media and are actively partnering with content creators to enhance their marketing efforts and connect with younger consumers who are heavily influenced by online trends and personalities.

Main trend: The main trend is the increasing adoption of social media influencer marketing by established brands in the food and beverage industry to reach and engage younger demographics.

Description of the trend (please name it): The trend can be named "Influencer-Driven Brand Engagement." This involves companies strategically partnering with popular social media content creators to promote their products, build brand awareness, and drive consumer engagement through authentic and relatable online content.

What is consumer motivation:

• Seeking recommendations and inspiration: Consumers, especially younger generations, often turn to social media for recommendations and inspiration regarding food, beverages, and experiences.

• Trust in authentic voices: They often perceive social media creators as more trustworthy and authentic sources of information compared to traditional advertising.

• Desire for entertainment and connection: Social media provides entertainment, and following creators can create a sense of connection and community.

• Staying updated on trends: Consumers use social media to stay informed about the latest trends and what's popular.

What is driving trend:

• Shifting media consumption habits: Younger generations are spending more time online and less time consuming traditional media like television and print.

• Effectiveness of social media marketing: Brands are seeing tangible results from their social media marketing efforts, including increased brand awareness and sales.

• Reach and engagement of influencers: Social media influencers often have large and highly engaged followings, providing brands with a direct channel to their target audience.

• Cost-effectiveness compared to traditional advertising: In some cases, influencer marketing can be more cost-effective than traditional advertising methods.

What is motivation beyond the trend:

• Building genuine connections with brands: Consumers may be motivated by a desire to feel a connection with brands that align with their values and interests, and influencer collaborations can help facilitate this.

• Seeking unique experiences: The travel aspect of Starbucks' initiative might appeal to consumers who are interested in unique experiences and behind-the-scenes content.

• Learning and discovery: Content created during the coffee tour could offer educational aspects about coffee origins and culture, which might motivate some consumers.

Description of consumers article is referring to:

• Who are they? The article primarily refers to younger consumers, specifically Gen Z (born roughly between the mid-1990s and the early 2010s) and Millennials (born roughly between the early 1980s and the mid-1990s).

• What kind of products they like? The article implies they are interested in food, beverages (coffee in this case), and experiences, particularly those that are visually appealing and shareable on social media. They are likely drawn to brands that are perceived as trendy, authentic, and aligned with their values.

• What is their age? Primarily teenagers to young adults (Gen Z) and young to middle-aged adults (Millennials), roughly ranging from 13 to 40 years old.

• What is their gender? The article does not specify a gender preference, suggesting the trend appeals broadly.

• What is their income? The article does not provide income information, but generally, Gen Z and Millennials have a wide range of income levels. Social media influence is likely prevalent across different income segments within these generations.

• What is their lifestyle? They are likely digitally connected, active on social media platforms, and value experiences and authenticity. They are often early adopters of new technologies and trends.

• What are their category article is referring shopping preferences? They rely on social media for recommendations and inspiration in the restaurant/food service category. Visual content and endorsements from trusted online personalities likely play a significant role in their decision-making.

• Are they low, occasional or frequent category shoppers? The article doesn't specify the frequency but given the focus on restaurant choices and the broad appeal of coffee, it's likely they include occasional to frequent shoppers in these categories.

• What are their general shopping preferences-how they shop products, shopping motivations? They are likely to research products online, compare options, and be influenced by social proof and peer recommendations. Their shopping motivations often include seeking value, convenience, and alignment with their personal identity and social image.

Conclusions: The article concludes that major brands are increasingly turning to social media influencer marketing as a strategic approach to connect with and influence younger consumers. This shift reflects the growing importance of online platforms in shaping consumer behavior, particularly in the food and beverage industry, where social media recommendations now outweigh even discounts in their impact on purchasing decisions for Gen Z and Millennials.

Implications for brands:

• Brands need to consider incorporating social media influencer marketing into their overall strategy to effectively reach and engage younger target audiences.

• Identifying and partnering with authentic and relevant content creators is crucial for building trust and credibility with consumers.

• Brands should focus on creating engaging and shareable content that resonates with the influencer's audience while aligning with the brand's messaging and values.

• Measuring the ROI of influencer marketing campaigns is essential to optimize strategies and demonstrate effectiveness.

Implication for society:

• The increasing influence of social media creators is shaping consumer culture and the way people discover and interact with brands.

• It raises questions about the authenticity and transparency of sponsored content and the potential impact on consumer decision-making.

• The focus on visual content and shareability may prioritize aesthetics over other product qualities.

Implications for consumers:

• Consumers are exposed to more personalized and relatable marketing content through social media influencers.

• They have access to a wider range of opinions and recommendations beyond traditional advertising.

• However, they need to be discerning about the content they consume and aware of potential biases or undisclosed sponsorships.

Implication for Future:

• Social media influencer marketing is likely to continue to grow and evolve as new platforms and content formats emerge.

• Brands may increasingly focus on long-term partnerships with creators to build deeper relationships and more authentic engagement.

• The lines between traditional advertising, public relations, and influencer marketing may continue to blur.

Consumer Trend (name, detailed description): "Social Media Recommendation Reliance": Consumers, especially Gen Z and Millennials, are increasingly relying on recommendations and endorsements from social media content creators when making purchasing decisions, particularly in categories like food and beverage. This trend is driven by a perception of authenticity and relatability often associated with influencers compared to traditional advertising.

Consumer Sub Trend (name, detailed description): "Experience-Driven Consumption via Influencers": Consumers are drawn to influencers who showcase experiences, such as travel and behind-the-scenes glimpses, related to products or brands. Starbucks' coffee tour initiative directly taps into this sub-trend, offering followers a virtual experience through the eyes of the content creators.

Big Social Trend (name, detailed description): "The Rise of Creator Economy": There is a significant shift towards individuals becoming content creators and influencers, monetizing their online presence and building direct relationships with their audience. This trend is empowering individuals and transforming the landscape of marketing and media.

Worldwide Social Trend (name, detailed description): "Digital Influence on Consumer Behavior": While the article focuses on the US, the examples of Nescafé (Global) and Suntory Boss Coffee (Australia & New Zealand) suggest that the trend of social media influencing consumer behavior is a worldwide phenomenon. The internet and social media platforms have a global reach, making this a significant trend across various regions.

Social Drive (name, detailed description): "Seeking Social Validation and Connection": Consumers are often motivated by a desire for social validation and connection. Following and engaging with social media influencers can provide a sense of belonging and keep them informed about trends that are socially relevant and accepted within their online communities.

Learnings for brands to use in 2025:

• Embrace influencer marketing strategically: Don't just hire influencers for one-off campaigns. Develop long-term partnerships to build trust and authenticity.

• Focus on relevance and authenticity: Choose influencers whose values and audience align with your brand. Authenticity resonates strongly with consumers.

• Empower creators to tell their stories: Give influencers creative freedom to showcase your brand in their unique style. This leads to more engaging and relatable content.

• Track and analyze campaign performance: Use data to understand what works and optimize your influencer marketing efforts for better ROI.

Strategy Recommendations for brands to follow in 2025:

• Allocate a dedicated budget for influencer marketing: Recognize influencer marketing as a crucial component of your overall marketing strategy.

• Develop clear objectives and KPIs for influencer campaigns: Define what you want to achieve (e.g., increased brand awareness, website traffic, sales) and how you will measure success.

• Conduct thorough research to identify the right influencers: Look beyond follower count and focus on engagement rates, audience demographics, and content quality.

• Foster strong relationships with influencers: Treat them as partners and collaborators rather than just advertising channels.

Final sentence (key concept) describing main trend from article (which is a summary of all trends specified), and what brands & companies should do in 2025 to benefit from trend and how to do it. In 2025, the core trend of "Influencer-Driven Brand Engagement" signifies a fundamental shift in marketing where brands like Starbucks must strategically partner with authentic social media creators, empowering them to share compelling stories and experiences to effectively reach and resonate with digitally native consumers who increasingly rely on online personalities for recommendations, ultimately driving brand loyalty and growth.

Final Note:

• Core Trend: Influencer-Driven Brand Engagement: Companies are strategically partnering with social media content creators to promote their products, build brand awareness, and drive consumer engagement through authentic online content.

• Core Strategy: Authentic Influencer Collaboration: Brands should prioritize building genuine relationships with relevant influencers who can authentically represent their brand and connect with target audiences.

• Core Industry Trend: The Blurring of Marketing and Content Creation: The lines between traditional marketing and user-generated content are dissolving as brands increasingly rely on creators to produce engaging marketing material.

• Core Consumer Motivation: Seeking Authentic Recommendations and Social Connection: Consumers are motivated by genuine recommendations from trusted online personalities and seek a sense of connection with the brands they engage with.

Final Conclusion: The move by Starbucks highlights a significant and ongoing transformation in marketing strategies within the food and beverage industry. The power of social media and the influence of content creators are no longer optional but have become essential components for brands aiming to connect with and gain the loyalty of today's consumers. This trend is set to continue shaping how brands communicate and engage with their audiences in the years to come.

Core Trend Detailed: Influencer-Driven Brand Engagement is a marketing strategy where companies collaborate with individuals who have a significant and engaged audience on social media platforms. These influencers create and share content that promotes the brand's products, services, or overall image. The key to this trend is the perceived authenticity and relatability of the influencer, which often leads to higher trust and engagement from their followers compared to traditional advertising methods. This approach allows brands to tap into established communities and reach specific demographics in a more direct and personal way.

Key Characteristics of the Core trend:

• Partnership between brands and social media creators: This involves a formal or informal collaboration where the influencer promotes the brand to their audience.

• Focus on authenticity and relatability: The success of this trend hinges on the influencer's ability to genuinely connect with their followers and present the brand in a natural way.

• Content-driven marketing: Influencers create various forms of content, such as videos, posts, stories, and live streams, to showcase the brand and its offerings.

• Targeting specific demographics: Brands can leverage the niche audiences of influencers to reach specific consumer segments effectively.

Market and Cultural Signals Supporting the Trend:

• High social media usage: A significant portion of the global population, especially younger generations, spends a considerable amount of time on social media platforms.

• Decline in trust in traditional advertising: Consumers are increasingly skeptical of traditional advertising and are more likely to trust recommendations from individuals they follow online.

• Growth of the creator economy: More individuals are turning to social media as a platform for content creation and monetization, leading to a larger pool of potential influencers.

• Success stories of influencer marketing: Numerous brands have demonstrated significant success through influencer marketing campaigns, encouraging others to adopt this strategy.

How the Trend Is Changing Consumer Behavior:

• Increased reliance on social media for purchase decisions: Consumers are turning to social media platforms to research products, read reviews, and seek recommendations from influencers they trust.

• Greater influence of peers and online personalities: The opinions and endorsements of social media influencers often carry more weight than traditional advertising messages.

• Demand for authentic and engaging content: Consumers expect brands to provide valuable and entertaining content, and influencer collaborations can help deliver this.

• Shift from passive consumption to active engagement: Social media allows consumers to interact directly with brands and influencers, fostering a sense of community and participation.

Implications Across the Ecosystem:

• For Brands and CPGs: They need to adapt their marketing strategies to include influencer collaborations and allocate resources accordingly. Building long-term relationships with influencers and focusing on authentic storytelling will be crucial.

• For Retailers: Retailers need to consider how influencer marketing can drive traffic both online and offline. Collaborating with local influencers or featuring influencer content in their own marketing materials can be beneficial.

• For Consumers: Consumers gain access to a wider variety of product recommendations and experiences. However, they also need to be aware of potential biases and sponsored content and develop critical thinking skills when evaluating online endorsements.

Strategic Forecast:

• Continued growth of influencer marketing: This trend is expected to continue its upward trajectory, with more brands investing in influencer collaborations.

• Emphasis on micro and nano-influencers: Brands may increasingly focus on smaller, niche influencers who have highly engaged and targeted audiences.

• Integration of influencer marketing across multiple platforms: Brands will likely leverage influencers across various social media platforms, as well as emerging platforms.

• Greater transparency and regulation: There may be increased scrutiny and regulation around influencer marketing to ensure transparency and protect consumers.

Final Thought: The Starbucks initiative perfectly illustrates the power of Influencer-Driven Brand Engagement in today's digital landscape. Brands that strategically embrace this trend and prioritize authentic collaborations are poised to connect with younger audiences in meaningful ways and ultimately drive business success in the evolving marketing ecosystem.

Source: https://www.gcrmag.com/starbucks-searching-for-social-media-stars/