BRAND STRATEGY

Customer experience is a huge part of Starbucks’ s branding strategy. The company’ s business model and brand identity have been built around offering a premium experience to customers, from its positioning as a third place to its focus on personalisation. To strengthen that brand positioning, Starbucks has developed Deep Brew, its proprietary AI engine. By studying customer purchasing history, Deep Brew can offer them bespoke drink recommendations and promotions, while also using predictive algorithms to schedule the right number of baristas for busy periods – helping customers have a smoother in-store experience. Initiatives such as these are being led by CEO Brian Niccol, who has been pushing a‘ Back to Starbucks’ rebranding campaign since taking on the role in 2024. This strategy is focusing on revitalising the brand’ s original identity as a welcoming space for customers and moving away from overly transactional service. Ultimately, the integration of AI allows Starbucks to offer bespoke interactions such as these, supporting its goal of returning to its roots.