Realised Starbucks’ ambition to become a Food Forward brand. Seamlessly integrating food in the customer journey, elegantly and clearly presented to attract and engage customers.

Worked closely with Brand, Category, Visual Merchandising, Food R&D and Sourcing to deliver a holistic retail design-program / kit of parts, that covered all brand and business needs:

• Drove positive brand perception by elevating and standardising the food presentation, improved and standardised the customer journey in support of licensed business partners, increased sale by 20%

• Elevated modern, low profile and minimal display design to improve customer/barista interaction. 

• Offer flexibility and modularity to cater for various store sizes and food offer profiles. 

• Tested and approved to comply with EMEA market regulations.

2017 - 2019 Store design implementation

Developed and tested our ideas in collaboration with a premium Italian pastry case manufacturer. Used rapid prototyping and pilot test stores to trial, test and measure new concepts in an actual store environments. Testing customer interaction, discovering and fixing operational issues, trialing new Visual Merchandising strategies and figuring out the easiest route to market.

2017 - Discovery and ideation phase.

In over 15 years the way food was presented in Starbucks stores hadn’t changed. The first thing customers would engage with when walking into a store, was pastry case with an outdated design - so tall it prevented interaction between customers and the barista, non- modular therefor inflexible and using old and inefficient cooling technology.

Taking lessons from premium food and non-food retailers we decided to simplify and elevate the design, taking the wishes from all stakeholders, Store Design, Brand, Category, Visual Merchandising, Food R&D, Supply Chain and Construction into account.