ADPR 447: Strategic and Creative Concepting
Final Project -
Taught by Clint! Runge, founder and Managing Creative Director of Archrival, a youth marketing agency in Lincoln, we were assigned to identify a problem in a fast food or fast casual restaurant and part of the solution had to include a new menu option. I chose to add tapas inspired dishes, fresh baked bread, and wine and coffee tastings to Starbucks in a new brand extention I called Starbucks: Eos.
Eos, Goddess of the Dawn, was one of the Titans in ancient Greece.
Every morning she awoke and used her rosy fingers to open the gates of heaven. This enabled her brother Helios (the sun God) to ride his chariot across the sky. She also brought forth the hope of a new day.
A really neat feature added to the menu is the ability to host coffee flights and tastings. Similar to a wine tasting, you don't have to wonder - oh, I wonder if I'd like a blonde roast more than a dark roast or what different brews taste like from different parts of the world. Tastings would be hosted in a private meeting room.
Outdoor advertising that emphasizes one of the newest features that makes Eos a hit -- our fresh bakery! No more old and plastic looking food featured in the glass behind the counter. Walk into Eos and smell the soothing aroma of coffee and warm bread as you dine, study, or chat.
Another outdoor emphasizing the new atmosphere of Eos. The Starbucks logo is gold but still recognizable and visibile so Starbucks loyal consumers know that it's still the same Starbucks they know and love but now complete.
I chose Pearl Street Mall in Boulder, CO to be the first location because it would be a popular place to eat or grab a cup of joe while shopping at your favourite stores.
A new brand extention calls for a new store design. A problem I've seen in many Starbucks' is they are far too crowded because they put too much of their own merchandise on the floor. Eos will have even more traffic than a normal Starbucks so in order to keep customers happy and in and out, we had to make a two floor store design.
The types of consumers Starbucks: Eos will attract,
1) your typical Starbucks coffee drinker who is looking to get their drink, maybe stay for a little while and study or chat but is used to and satisfied by the normal coffee scene.
2) fans of Starbucks who love the brand and are excited to expand their Starbucks experience to their dinner time for date nights and special ocassions or prolonged study sessions that would before require the customer to leave the store to eat a substantial meal.
Upstairs is great for dinning or customers who are planning on staying longer than just a cup.
