Design Question Justification

Through design I will be investigating Starbucks after hours operations and create an extension to the Starbucks brand that incorporates a bar that opens at night after the regular hours of operation. With the brand extension my goal is to create a community vibe after hours that is similar to the Starbucks culture during normal hours except it is geared towards adults. I will be focusing on the user experience and aesthetic of the store as well as prioritizing the branding of the new extension. My design problem will be figuring out a way to incorporate the coffee bar area and turning it  seamlessly into a liquor bar at night. By Keeping the same aesthetic Starbucks offers, we can create branding that goes hand in hand with the Starbucks brand as it is. This is evocative and timely because Starbucks has never explored this area as of now. They have a liquor license however they only incorporated it during there regular hours during specific hours of the day. What if we could extend that to the nighttime and create a awesome trendy bar atmosphere that keeps Starbucks key components in mind. Starbucks has already approached the idea of liquor being served during the day in select stores, however I believe a extra step forward can indeed promote the business furthermore creating a atmosphere that many would want to go to at night. The companies current position is to bring a community atmosphere incorporating what they believe into there culture. They focus on the customer making the drink they buy something more than just a drink but an experience. By creating an after hours environment focused on customers and community, we can build the same user experience. By incorporating the Starbucks culture and goals, making a environment that is client focused, we can make it more than just a bar, but a experience that mixes community with an elaborate sense of belonging. This will make it a bar not for a specific niche but a bar for everyone who enjoys liquor as well as coffee. The audience that is included will be anyone who enjoys Starbucks culture and coffee but would like that experience after school or work. Focusing on individuals who are 21-30. The culture that Starbucks positions is great and is the reason why the company is so successful. However its a 5am-10pm idea. We need to extend the brands clientele by having the same concept extended. We seek to improve that position by brand extension. The message of the brand is now to extend that community vibe given clear direction that the environment created is for the Starbucks demographic that likes the idea of the liquor license being further extended. Extending the brand in this aspect will improve the brands business by producing the same great atmosphere and environment that the Starbucks culture wants and needs. The Starbucks culture gives an experience even with the liquor that is sold. This same concept and experience will be added to the extension of the brand in its full aspect. My audience will use the content I'm creating by being test subjects to the extension. Having controlled environments of Starbucks “after hours” and pushing the community bar aspect that includes not only liquor but liquor coffee drinks as well. While I have a group in the environment I would like to in theory have these groups that are in the experimental area answer some questions to there experience. The questions that should be avoided when talking to the audience is anything having to do with  the liquor itself and what there preferences are. We are not focusing on the drinks themselves but more of the atmosphere the new space is creating. Liquor can always be changed out. Creating a satisfying drink that is expected is already in Starbucks branding. The key is to create the atmosphere Starbucks enthusiasts love in a after hours experience. The audience will believe/ think automatically that the drinks are going to be good no matter what because Starbucks as a whole creates satisfying drinks that are standardized and do not falter, this is a given. The tone and imagery that I want the audience to experience is that of a bar scene that is not boasting a certain niche. Starbucks is all about acceptance, community, and culture. We want to have every customer who comes in feel welcomed and accepted just like they would feel during the day time. Keeping the Italian Bar theme going we want to produce a streamlined bar/cafe to satisfy the never ending Starbucks craze of there loyal fans, while boasting its convenience. In theory I would want the experiential goal of creating a multi-purpose bar come into fruition. Even tho this is a very futuristic ambitious idea, I think it is a well designed aspect that would make transitioning Starbucks into a bar easier than creating it from scratch. Other factors that need to be met are taken more from a branding aspect. We would need a different logo for the brands extension and different interior layouts and designs to help extenuate the brand.Design Question

Starbucks Branding Survey Questions based on 44 surveyees

Design Research Question

Question: How can Starbucks liquor license increase sales by creating a multipurpose after hours space.


I believe Starbucks can increase there revenue by creating an after hours space that consists of a community bar. To obtain the desirability, I propose Starbucks incorporates there community lifestyle in a nightlife setting. Keeping the culture involved however for adults of all ages. I will use design to solve this problem by implementing a multi purpose wall that can be transformed into a bar by a simple mechanism to rotate the wall. The idea is ahead of its time, however it definitely doable with the help of engineers and architects. This idea has relevance, if Starbucks would open as a bar at night many people would be interested in stopping by. To prove my theory I asked 20 people in the 21-28 range in the downtown Denver area if they would go to Starbucks if they opened at night as a bar and I had positive feedback on the idea.

Starbucks Brand Research

Starbucks Brand Research:

-Starbucks Brand Identity:  The brands identity is represented by the siren. When you see that siren you know what store it is immediately. From what Joseph Ruiz states, “ it means good hot coffee just the way I like it whenever I see the symbol.” Also the sernior writer of starbucks Steven M. mentions on the starbucks site that “She stands unbound, sharing our stories, inviting all of us in to explore, to find something new and to connect with each other.”

http://www.strategicdriven.com/marketing-insights-blog/starbucks-brand-starbucks-brand-identity-personality-experience/

http://www.starbucks.com/blog/so-who-is-the-siren

-Starbucks Brand Vision: “to establish Starbucks as the premier purveyor of the finest coffee in the world while maintaining our uncompromising principles while we grow.” This vision statement has the following components relevant to Starbucks:

Premier purveyance

Finest coffee in the world

Uncompromising principles

Growth

http://panmore.com/starbucks-coffee-vision-statement-mission-statement

-Customer Experience: The customer experience focuses on employees first. If the employees are happy in there work environment, then in return will result in higher customer satisfaction. Also Quality Control of there product was very important with the customer experience. Everytime you walk into a Starbucks you know that you will be greeted with a smile, firendly attitude and empathy.

https://www.nbrii.com/blog/the-customer-experience-starbucks/ 

-The existing brand creates relationships with customers by getting to know there clientel on a personal level, remembering the people who come in and asking them more than just how they were doing. 

-Some taglines include “Heres to the best part of your day” “Taste starbucks taste passion”, ‘The best coffee for the best you”. Starbucks doesnt have a tagline in there logos because the design is powerful.  Starbucks never ran commercials until mid to late 2000’s. 

-Starbucks has a plethora of  touchpoints including but not limited to, techonological advances for drink service, public relations efforts including funraising for ETHOS water and other charities. Customer contact points making customers first priority in everything they do. 

https://www.prophet.com/blog/aakeronbrands/122-five-steps-to-getting-brand-touchpoints-right

-Starbucks differentiates itself from its competitors by showing where the coffee comes from, showing great customer service and making it a priority. They also created a culture for a niche of people that is broad. They make there locations inviting and make them an area for having meetings and study time unlike there competitors. 

-Starbucks brand promise is comprised of making sure every customer is satisfied everytime. They give you exactly what you want. They commit to there customers which alot of comapnies struggle to do. 

http://yourbrandexposed.com/starbucks-the-brand-promise-makes-the-difference/

-Starbucks approaches coherence by keeping there company consistent. If every store was not consistent there would be a failure within the company. Everything from the customer experience to the store aesthetic all has to be consistent. 

Starbucks marketing strategies consist of carrying out segmentation, targeting, and positioning. Starbucks wanted to stand out and be unique to its competitors. By creating a culture and vibe of  Italian cofee bars they strive to better there products and services. They took this approach to build a connection with there customers.

http://www.essay.uk.com/free-essays/marketing/strategy-on-market-segmentation-starbucks.php

Starbucks is commiteed to creating a global social impact in neighborhoods around the world. “So it is there vision that together we will elevate our partners, customers, suppliers and neighbors to create positive change.”

http://www.starbucks.com/responsibility

Starbucks is a very flexible company. They constantly test new technology to better there customers. When they come up with new rigorous ideas that they think will be best in the market they constantly test it to make sure it is in  everyones best interest.

http://www.mobilecommercedaily.com/starbucks-exec-balance-rigor-and-flexibility-for-successful-testing-and-omnianalytics

Starbucks approach value: “The answer comes in understanding customer perceived value. Starbucks has changed our perceived value of coffee. We are not simply buying coffee at Starbucks–we are buying an “experience.” We pay more we pereceive a greater value.”

https://www.ecosystems.us/site/customer-value-is-more-than-roi/

Starbucks employees are incentivized to rally around the organizations missions statement and vision by having discounts in store on food and drinks. They also receive great benefits in health insurance. You also get a free bag of coffee each week, deal with interesting people and staff. Overall the environment is great and is to most a perfect job.

http://sharonhr.blogspot.com/2007/11/10-reasons-why-ill-work-at-starbucks.html

Gantt Chart

Planning: Scope and Timelines

A.     Planning: Scope and Timelines.

·  The scope for my project will consist of finding a solution to help solve Starbucks ongoing dilemma of not making a profit with there stores being closed during the after hours.  Using their liquor license we can create a solution to their dilemma. The outcome would be a highly crafted integrated wall transformation system that allows the wall to rotate around from a coffee bar into a liquor bar. Creating a community vibe after hours might allow this big business to help the growth of a extension to there company that hasn’t been put into action.

·My Project exclusions will pertain to the type of liquor that will be served and the interior design aspect even though they will relate to the final conclusion to my research.

·My projects constraints will consist of the due date given by my professor, the time allotted for interviews vs. the time allotted for designing my idea. Also I will have to set time constraints on my interview process so that there is a even balance between all aspects of the project. My timeline will be shown in the Gantt chart.

· Assuming my projects design is put into action. I will need contractors to design the architectural space. Materials will include survey sheets and limited supply of resources to build a in-store design. The personnel needed for this assignment will consist of architects, employees, executives, as well as consumers. In this project we are assuming that Starbucks wants to be open after 10pm and serve liquor as a bar.

· Project deliverables that are excluded include: after hour logo design, an app to order beers through Starbucks and the creation of a bar space that is combinable with the regular hour coffee bar process.

C.     Investigation: Define Current State

Identify possible issues/ opportunities

· The desired businesses out come is for Starbucks as a company to grow outside their comfort zone and create a new business for after hours.

· The user wants a hip bar for after hours that incorporates coffee and liquor.

· The technology used in my design will create a multi purpose wall that allows the wall to float on the rotational device that turns the coffee bar into a liquor bar.

·Generative research is still in process.

Design Research Questions:

The topic I will be investigating is, "what can Starbucks do to make a profit after hours?" My goal will be to keep Starbucks open after 10pm with a full bar till 2am. This will give Starbucks a "community vibe". By using design I would like to create an aesthetically pleasing, yet simple way to rotate the store from being a coffee bar to a liquor bar.