STARBUCKS NOW
2024 Advertising
Brand
Starbucks
Recognition
2025 - Clio Awards / Silver, Bronze x2
2025 - New York Festivals / Gold x2
2025 - Young Ones ADC / Finalist
2024 - Busan MAD STARS / Finalist
Role
Account Executive
Instructor
Sungkwon Ha
Background
Starbucks offers over 170,000 possible drink customizations. However, it has not fully leveraged the strength of providing a personalized customer experience. Since 2024, Starbucks' global sales have been continuously declining.
Insight
Customers enjoy having their own customized drinks and sitting in their favorite seats at Starbucks.
Idea
Track customers' customized consumption patterns and, at the time they usually place their orders, feature a menu item named after their nickname in real time on the digital menu board.
What coffee are you drinking today?
Kyle:
I’ll have a tall white mocha, just one pump of syrup.
Skim milk, and keep the whipped cream.
Carla:
I’ll have a grapefruit honey black tea.
No syrup, but please add four pumps of grapefruit sauce.
As you can see, it’s truly unique.
It’s this kind of personalized order
that makes people love Starbucks.
At Starbucks,
hyper-customized drink orders
like this are an everyday occurrence.
The problem is, the current menu board doesn’t reflect this at all it’s boring
So, we decided to use data to customize menu boards |
in Starbucks stores around the world.
Introducing
STARBUCKS NOW.
Kyle orders
a tall white mocha around 9:20 a.m. every morning.
Carla orders
a grapefruit honey black tea around 1:00 p.m.
This data is reflected on today’s menu in real time.
Not only that our drinks are
showcased in real time
on digital billboards outside
the store as well.
Push notifications are sent to existing customers,
and each store features a leaderboard showcasing
its most popular custom drinks.
Recently, Starbucks recorded its first-ever drop in sales.
But by connecting Starbucks culture with real-time data,
we can strengthen our bond with fans
and make every moment with the brand even more special.