![]() “Parents on the other hand basically trust the brand (trust the price points and locations will filter out the wrong kinds of people.)” “To teens, Starbucks remains a place where you can act (a bit) like a grown up and you can be a space with minimum adult supervision (especially if you can pass for white.)” said Simon. Starbuck also has a unique appeal to young people who can’t go to bars and want to have a place to hang out. Bryant Simon, history professor at Temple University and author of Everything But the Coffee: Learning About America from Starbucks told BuzzFeed News that ever-changing novelty drinks like custom Frappucinos appeal to teenagers because unlike adults who tend to stick to their same coffee order for decades, teens will experiment with new tastes and orders. Teens and young people have long been devoted fans of sweet icy drinks like the Frappuccino, and that’s exactly the TikTok demographic. The biggest contributor to the rise of the Appuccino is TikTok, where customized drink suggestions go viral and there are Starbucks influencers (and even employees) who show off the drinks they make. But the mobile app is only part of the rise of the custom drink - just the sweet cold foam topping on the drink. The app menu won’t let you add certain toppings meant for lattes or espresso drinks to the iced teas and Refreshers. It also mitigates the possible embarrassment of ordering a weird drink in person, and gives the budding alchemist the extra time needed to ponder which extra pumps to add. Adding in a Splenda or extra shot - pretty standard things you might order if you were standing in a store - is given the same visual weight as less common additions like pistachio syrup or kiwi chunks. The user interface of the customization menu also has a flattening effect that makes add-ons more acceptable. When you order through the app, adding in customizations is easy, almost encouraged. The number of store locations where the mobile app accounted for over 20% of orders during peak rush went from 4,600 to 7,200 over the course of a year. For some stores, mobile orders increased even more sharply. ![]() According to a recent earnings report from Starbucks, 26% of orders from January through March 2021 were placed over the mobile app, up from 18% of orders the year before. Last spring, as many stores closed down inside for weeks or months, the mobile app became crucial. Like any change in US consumer habits over the last year, the pandemic is a driving force.
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