Starbucks Who What How Framework
Who
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What do you offer to your
customer(Service Concept)
Office workers who are
rushed for time but
needs coffee and quick
grab in the morning
Tertiary Students who
likes to study at cafe
High disposable
income and
professional workers
Young adults who
hangs out at cafe for
social gathering
Coffee drinkers who
prefers quality coffee
over instant coffee
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Customizable drink
Quick service, almost
instant quality coffee in
a signature Starbuck
logo cup with your
name
How (Value Delivery)
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High-traffic location
with signature
Starbucks Green and
logo distinctively
shown.
Starbucks specially
curated music playlist
Concept shop such as
the 100th starbucks
store at Fullerton
Boathouse
Shop locations are at
universities , office
place and major
shopping mall
Starbucks gift card as
a easy gift during
season greetings
which may introduce
new consumers
Starbucks app for ease
of payment, viewing of
menu and promotion
Seasonal special
drinks ( Halloween,
Christmas)
Starbucks physical environment
- Ambient Condition
- Lighting and color schemes: Starbucks signature green and brown theme for all
the outlets.
- Size and shape perceptions: Spacious for relax environment.
- Music and noise:Plays Starbucks own spotify playlist for relaxing mood and the
volume is just enough for conversation to be carried out. The noise of the blending
(iced blended beverage) are kept to a minimal by using special blenders. The
occasional sound of barista foaming the milk is heard to provide the impression of
fresh coffee are brewed and made on the spot.
- Temperature: Slightly above comfortable cold temperature
- Scents: Coffee scent can be smelled upon entering the door and occasional smell of
muffins.
- Spatial Layout and Functionality: For location near office buildings, they are often smaller
footprint with lesser tables and chairs, catering to takeaway. For location located in
university, they are of larger footprint and have more power point sockets. Nonetheless, all
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the shops are found with a mixture of furnishings used. A typical long table is at near the
counter similar to a bar counter concept with stools around it, the remaining are tables with
wooden chairs and with some with lounge sofa. The long table is seen like a shared
workspace as there are are power point socket under the table.
Signs, Symbols, and Artifacts: There are signs at the door entrance promoting the special
seasonal drink and for this time, at the cashier top and also at the ordering menu. Starbucks
Coffee signs are also prominently displayed with the signature mermaid logo to help
consumer spot the shop from a distance.
Highlight instances where the physical environment elements are integrated into the service
blueprinting. You may provide some photos (if you are allowed to take photos).
The box highlighted in blue are where the physical environment elements are integrated into service
blueprinting.
Photos
Suggest three ways in which the organization may improve its service environment,
keeping in mind its value proposition and target customers.
1) During morning rush hours, there is often a long queue at the counter and most
Starbucks has at most only 2 cashiers. Starbucks may consider having a TV (on mute)
showing BCC or CNA to keep the working crowd occupied while waiting in line.
2) There is also a long queue at the Pick up counter and customers may not know when is
their turn. Barista often shout out the name and at times it can be noisy and messy. A
monitor showing the waiting time will improve customer waiting experience.
3) Have a separate counter for take-aways in office locations.